A Preliminary Study Of The Art Marketing Model Of "Weibo Opinion Leader"

In the whole process of the modern information dissemination,the opinion leader has become an important force which cannot be neglected,plays a powerful impetus role in the formation of social public opinion,and in a large extent,even promotes the local opinion to evolve into the social public opinion,under the background of today’s internet era,"opinion leader" Influence can be said to direct radiation to the real society.In the 21 st century,since the media age,more and more people began to use the Internet social network to share their experience,pay attention to social hotspots,each account individual in a sense become from the media.In this way,the media era,in which personal communication is the main approach,with modern High-tech electronic means as technical support,and then passing normative or non-normative information to the nonspecific individuals or groups of people,which is known as the medium age.For example,everyone who has a microphone can become a journalist,and it is the theme of news dissemination.This kind of media based on its unique information interaction,subject autonomy and other characteristics,so that the freedom of the news itself significantly improved.From the present,the media ecology has indeed undergone an unprecedented transformation.QuestMobile released the 2016 annual report,"the App value list of 2016" shows that in December 2016,the number of monthly active users of Weibo increased by 46% again,ranking the eighth among all App,and the proportion of users with high value was as high as 76.3%.With the rapid growth of Weibo users,the information published on Weibo in many cases triggered a hot debate on the network,and then spread from the network to the real society,resulting in a series of huge linkage effects.In the process,a group of influential Weibo bloggers have been created,who are known as Weibo opinion leader key opinion leader(kol.for short).How to use Weibo’s opinion leaders to convey information and expand the topic’s influence and radiation range? How to define the influence of Weibo’s opinion? In the Wuzhen Drama Festival,which has just ended in 2017,the drama festival propaganda group has for the first time added Weibo marketing to the original traditional marketing mode,mainly by working with Weibo opinion leaders to work out a corresponding and accurate Weibo content plan.Use its influence to guide fans and input information.In 2017,I participated in the whole Wuzhen drama festival publicity planning and implementation process,and in the entire marketing process will be a lot of ideas are used.Including the establishment of the relevant "Weibo opinion leader influence model",Wuzhen drama festival as the soil of practice theory,to further verify the theory.This article mainly revolves around "the Weibo opinion leader influence model establishment" and "Wuzhen drama festival is how to use Weibo opinion leader to carry on the propaganda marketing",the author hoped through this kind of exploration,Art marketing can provide more modern marketing means based on the Internet from the media era for reference.