An Analysis of the Value and Strategies of Microblog Marketing

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

Abstract

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. 

Keywords

Microblog marketing; Promotion; Brand promotion; SWOT analysis

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DOI: http://dx.doi.org/10.26549/jfr.v4i1.3513