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--------The Research on the Limitations of Enterprise Microblog Marketing---------

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In May 2007, China's mainland areas,英国代写essay the first website microblogging service Fanfou network was established in August 2009, Sina launched Sina microblogging private beta, has now become the largest number of users in China microblogging products. As a new form of information dissemination, the propagation velocity of the microblogging exponentially, far higher than the speed and breadth of the spread of any kind of media products. The emergence of microblogging, but also allow enterprises to change and may start thinking about a new communication forms. In foreign countries, Twitter has begun to take advantage of its rich data, powerful search engine, Advanced Business account income generation, and has launched a special website advertising new platform allows advertisers to pay Twitter search page advertising information. In our country, there are already including VANCL, Dell, Nokia, L'Oreal and other companies in the Sina microblogging platform to try microblogging marketing to enhance brand influence, expand product awareness. Domestic microblogging marketing is still in its infancy, the research focused mainly in the the microblogging marketing advantage and strategy, this article is to take a kind of reverse thinking, focusing on the enterprise microblogging marketing limitations, and propose solutions paths. Research methods, through personal experience and observation of the Sina microblogging, to the adoption of the first-hand information summarizes the current status and problems of enterprise microblogging marketing support of a large number of examples and data for this study. Chapter 1, Introduction section. China microblogging economy has just started,英国代写essay the first sea of ??blue. Ability to seize this opportunity to break new ground in this piece of blue, enterprises are facing an important challenge. At this time, the the microblogging marketing with other marketing methods were compared, to explore the limitations of the enterprise microblogging marketing and proposed limitations solution path, the point is not only theoretical research, with a wide range of practical value. Chapter II microblogging marketing theory summarized part. Microblogging audience gathered tie carrier, is an important form of social media, is a combination of viral marketing and word-of-mouth marketing. The microblogging five W has its own distinct characteristics, communicators individualized, dissemination of content fragmentation, diversification of distribution channels, the audience is also communicators, fission dissemination of results. Nature microblogging marketing is one of the network marketing, but due to the characteristics of microblogging traditional 4P, 4C theory in microblogging subversion, new marketing theory, such as viral marketing, integrated marketing dissemination, wet marketing theory is more suitable for the enterprise microblogging marketing. Chapter III, the the microblogging marketing with other marketing methods, comparative analysis part. The microblogging set the four characteristics of media products in mobile phone text messages, social networking sites, blogs and IM. Compared with mobile phone SMS marketing microblogging marketing is one-to-many model, traditional SMS messaging service is a one-to-one mode; compared with the social networking site marketing and the microblogging marketing is a concern-type dialogue, social networking sites is a kinds of friendly dialogue; compared with blog marketing microblogging marketing process, the user is in a dominant position, in blog marketing companies in a dominant position; compared with IM marketing microblogging marketing user data is completely open IM marketing is a closed exchange of information. The fourth chapter, the limitations of the enterprise microblogging marketing analysis section. Microblogging is a new thing, not developing mature soil of China's microblogging marketing microblogging plus a very low threshold, and quick release, which determines the enterprise microblogging marketing has certain limitations in the current stage. First, the simple and quick release of information has resulted in the emergence of a large number of redundant information in the microblogging platform, enterprise information is likely to be submerged in the flood of information sea; Second, the lack of interesting single marketing microblogging marketing ability to communicate and spread range has yet to be improved, most enterprise microblogging marketing is still in the stage of form than content: the third, the the microblogging marketing process, businesses and the audience in a biased one-way relationship, the audience is very difficult to become loyal customers in the long run, the audience will be continual loss; from blog to social networking sites, to the microblogging platform the enterprise marketing media forms constantly change, but the media use patterns and make appropriate adjustments to the dissemination of the results are unsatisfactory; fifth microblogging marketing effect is difficult to assess, which will undoubtedly improve the enterprises on the rate of return on capital investment risk, also causing distress enterprise next series of decisions. Chapter V, enterprise microblogging marketing limitations solution path part. First of all, to play microblogging marketing advantage, the microblogging marketing of information cost, high accuracy, timeliness, but fans of the microblogging loyal. 英国代写essay Second, we want to build a enterprise microblogging marketing mode, including the development of microblogging marketing plan, the effect of reasonable scientific marketing strategic choice microblogging marketing feedback. Finally, in response to the enterprise microblogging marketing limitations, the corresponding countermeasures and suggestions. Enterprises by the participation of opinion leaders to enhance the effects of the spread of micro-Bo; enterprise in using microblogging marketing, in addition to need to do a general information, but also to try to do the listener, communication and interaction with the audience; enterprises can develop a marketing strategy, innovative media use patterns, so that the influence of marketing superimposed on various media platforms; enterprises should monitor microblogging dynamic feedback marketing effectiveness, and provide a scientific basis for future strategic decisions. As a new way of marketing, enterprise microblogging marketing abroad only just started. In the country, microblogging is in a period of rapid development. With Sina microblogging Niece, Sohu, Netease, Tencent portal in August 2009 have been opened microblogging service, even the People's Network, Phoenix and other media also opened microblogging. For businesses, in this the microblogging era "rapid development", to find not only the appearance of prosperity, but also can explore the blue ocean. During this period, who can find out where the problem is, and to avoid and resolve means occupying the market opportunities.

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