Research On Weibo Marketing Strategy Based On 4I Theory

Microblog represented of new social media have brought a tremendous change to marketing environment,marketing carrier,marketing approach and customer;which has brought new challenges and revolution to traditional marketing theories.But,microblog 4P marketing theory of “products,channels,prices and promotions” is out of date now,microblog marketing urgently needs revolution by new theories.The main purpose of this article is to discover and analyze the current problems in microblog marketing,and to present the improvement strategy of current microblog marketing combined with the 4I theory and relevant practice cases.The main thread of this article contains a summary of research,a review of current status,problems,root causes,solutions etc.First of all,this article utilizesthe literature research method,systematically list the current marketing-related theoretical achievement and current research status of domestic and international microblog marketing strategies.As current scholars have recognized the enormous value of microblogging marketing,thenprovided strategies according to the strengthening of interaction,triggering participation,a clear positioning topics such as sponsoring topics,emotional marketing,personal marketing,and word-of-mouth marketing,but none of them have formed a completed marketing strategy system.Secondly,based on a large amount of reading and data compilation,re-examine the development of microblog marketing,re-define the current status of microblog marketing,it is found that microblog's development is in the process of its second revolution,microblog marketing has entered a new stage of micro-video,live broadcast,and sharing.Then the comparative analysis method is used to analyze the advantages of microblog marketing,such as the user is broad,the cost is low.high timeliness,different marketing types etc.Meanwhile,with user-based in-depth interviews,analyze and sort out the current microblogging marketing problems,mainly related to low user viscosity,limited secondary spread,weak customer experience,insufficient personalized marketing.Then conduct an in-depth analysis of the reasons for the existence of these problems in different aspects,the root causes are the deviation from the user's demand and inappropriate marketing strategies.Finally,based on the problems in reality,this article based on the 4I theory and integrates the theoretical points of precision marketing and creative communication,systematically expounding how to use the 4I marketing theory in microblog marketing,giving enterprise completed theoretically support of improvement of microblog marketing,there are mainly four aspects: the 1st one is interesting marketing strategies,such as video presentation,highlighting innovation ideas,using hotspots and activities.Planning,etc.;the 2nd one is profitable marketing strategies,such as sharing experience skills,praise on website,emotional resonance,etc.;the3rd one is interactive marketing strategies,such as creating a closer atmosphere,launching topics to encourage participation,guiding feedback actively,etc.;the last one is personalized marketing strategies,such as shaping characteristic image,sharing personal life,user's fine management,accurate information push,etc.