Research On Operation Strategy Of Haier Official Microblog User-centered

Enterprise new media as a tool to communicate with the the user,has geting more and more recognition and attention,which,microblog as the representative of social media(the micro-blog in this artical only refers to the Sina micro-blog)can help enterprises take a more active attitude to face the user in a variety of ways marketing.Microblog not only can effectively help the brand realize valuably communication,promoting product rapidly exposured and contacting with the user oriented vertically,but also can monitor the enterprise reputationthe in real-time.Many of the characteristics of microblog prompte many enterprises have set up the enterprise marketing platform by microblog microblog.The enterprise obtains the profit through the marketing is the enterprise ultimate goal.The operation of users become one of the most essential elements.The user not just consumers to buy the product,but also can promote the enterprise become iterative upgrade user productivity,and the good operation strategy is a vital part of success of new media.In this paper,the main research objec is Haier official micro-blog,which is the successful case of enterprise micro-blog.Haier new media team advocate the users become business partners,allowing users to participate in producting development and manufacturing enterprises.This research has advanced the concept of value and for this purpose.Haier new media through several good social marketing to become the official microblog in the "net red",and led many enterprises Blue V to develop a microblog operation of the characteristics of the road.This paper first analyzes the overall operation status of Haier's official microblog.In the era of enterprise new media 3.0,the official microblog enterprise has become the key platform to connect enterprises and users.The new media station is at the forefront of the enterprise and drives the whole product design,Online interactive planning,producting design naming and marketing iteration.This paper first analyzes the overall operation status of Haier's official microblo.This paper tries to analyze the operation idea and method of Haier's official microblog from the three perspectives of attracting the operation of the user's attention,the operation of the sticky relationship with the user and realizing the realization of the user value.Finally,This paper summarizes the successful operational experience and methods of the new media through the analysis of content analysis,data analysis,case analysis and the related disciplines theories such as journalism,communication and marketing.Operation to give enterprises a certain inspiration.