Open Journal Systems

An Analysis of the Value and Strategies of Microblog Marketing

Du Junyan(School of Management, Shandong University of Technology)


Microblog marketing is that the enterprise uses the platform of Sina microblog to carry out its own marketing activities. Every fan and even every netizen are potential business participants. With microblog marketing, the enterprise intends to create a good image for the company and products and achieve marketing goals by means of communicating with customers by updating daily content or publishing topics that may be of interest to customers. 


Microblog marketing; Promotion; Brand promotion; SWOT analysis

Full Text:



Wang Fengbo. On the moral responsibility of opinion leaders on Microblog——Taking the tiger bite incident in Ningbo Zoo as an example. Journal of Anhui University of Administration, 2017, 804:13-16.

Gao bo. The value and strategy of microblog Marketing Utilization J. The Knowledge Economy, 201302:118.

Xu Yile, Yang Jianzheng.Analysis and Strategy Research on Microblog Marketing Status of Chinese Enterprises[J]. E-Commerce, 2018 (08):38-39+77.

Chen Jianjun.Analysis of Marketing Strategies for Social Media Utilization of Books[J]. China Publishing, 2014(08):33-36

Lei Yuying. Enterprise Value Creation Based on Microblog[J]. Xin Finance, 2014 (Z1):110-112.

Jane F. Bokunewicz,Jason Shulman. Influencer identification in Twitter networks of destination marketing organizations[J]. Journal of Hospitality and Tourism Technology, 2017, 8(2).

Huo Chunhui, Wang Xiaorui, Zhang Yindan.Research on Decision Mechanism of Celebrity Microblog Marketing Affecting Fans' Consumer Behavior[J]. Journal of Liaoning University (Philosophy and Social Science Edition), 2019,47(01):79-88.

Liu Jia.Analysis on the Marketing Value of Social Platform and Its Utilization Strategy——Taking Microblog as an Example[J]. Enterprise Reform and Management, 2018 (18):81.



  • There are currently no refbacks.
Copyright © 2020 军燕 杜 Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
  • :+65-98550280 QQ:2249355960