Marketing Strategy Research For W Company In Modelization Microblog Of Social Website

In recent years, more perfect network infrastructure, Internet penetrationincreasing, increasing the scale of Chinese Internet users, the theme in thedevelopment of China's Internet has been from the "penetration enhancement" to"use level increases. In China, the average Internet users have three social mediaidentity. From the absolute value with the increase in the number of all kinds ofsocial media use trend can be seen that China's social media has become animportant part of the Internet in China. And in numerous social media, weibo isundoubtedly the most shining star, it also with astonishing speed becomes themultitudinous enterprise favors a new marketing platform. However, becauseenterprise microblogging marketing and the emergence of weibo, too rapiddevelopment, many enterprises could have a deeper understanding to its, in theabsence of relevant marketing strategy, will have to open my own business weibo,make the most of the enterprises of weibo did not achieve the desired purpose.Paper with W company as a case, through the study of W company enterprisemicroblogging marketing strategy analysis, analysis of the status quo of theenterprise microblogging marketing, put forward the corresponding enterprisemicroblogging marketing optimization scheme, for Chinese enterprises to carryout the microblogging marketing to provide theoretical and practical reference.The thesis is divided into five parts. For the first and second part detailsocialization and generalizes the microblogging marketing related theory; Thethird part analyzes the W company and the current situation of the enterprisemicroblogging marketing, including community-based the company overview,weibo operation WTX platform audience analysis and enterprise microbloggingmarketing goal setting, etc. The fourth part is detailed analysis the W companyguidelines on the concrete scheme of weibo operation and its existing problems. The project mainly includes: registration system and the use of integral system ininteractive strategy; Content strategy, the content of the current event hot spot,reapply for UGC mode; Other strategies include the use of opinion leaders, weiboAPP and APP, etc. Problems in the process of operation include: marketing salesin the process of loopholes, activities focus on the online part of the negativeeffects, the rise of micro letter. The fifth part is W company guidelines weiboproblems existing in the operation scheme of solutions and Suggestions forimprovement are put forward. Thesis think, first of all is to use the power ofsocial marketing; Secondly, online depth integration, which mainly includes thedepth of cooperation with offline media; Change the previous sales model; Third,in the era of micro letter do keep pace with The Times, use good micro letter thistool; Fourth, pay more attention to the evaluation of the weibo, Fifth, it is in theprocess of company weibo marketing problems puts forward improvementSuggestions, using the power of the community marketing, online closerintegration, change the previous sales model, emphasis on the application ofmicro letter platform, pay attention to the evaluation of weibo, and strengthen theprevention and control of risk.