Study on Enterprise Microblog Marketing SWOT Analysis and Marketing Strategy
As a kind of very practical business diagnosis and planning analysis tools, SWOT analysis method has been applied to the study of enterprise strategy, human resource management, marketing and other business aspects. By using the SWOT analysis method, this
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Study on Enterprise Microblog Marketing SWOT Analysis and Marketing Strategy Yangyang Li and Ting Wang
Abstract As a kind of very practical business diagnosis and planning analysis tools, SWOT analysis method has been applied to the study of enterprise strategy, human resource management, marketing and other business aspects. By using the SWOT analysis method, this paper elaborates the present situation and the characteristic foundation of enterprise microblog marketing, points out the advantage, inferior position, opportunity and threat of microblog marketing and provides a reasonable proposal for enterprise microblog marketing strategies and techniques. Keywords Microblog marketing • Marketing strategy • SWOT analysis
116.1
Introduction
Enterprise microblog marketing origins from the growing of microblog abroad on the internet. Since 2010, microblog has developed very fast in China, become an important platform for the exchange information afterwards blogs and social networking sites. At the same time, some domestic portal sites such as Sina, Sohu, Tencent and other major websites also vigorously layout microblog [1]. It not only builds up the more convenient communication platform for people unknown hitherto, but also creates many ways superior to the existing media marketing platform. The traditional marketing methods often can’t keep pace with the development of the times, so the emergence and development of
Y. Li (*) Department of Management of City College, Dongguan University of Technology of China, Donggun 523126, China e-mail: [email protected] T. Wang School of Economic and Management, Henan Polytechnic University, Jiaozuo 454000, China e-mail: [email protected] S. Zhong (ed.), Proceedings of the 2012 International Conference on Cybernetics 897 and Informatics, Lecture Notes in Electrical Engineering 163, DOI 10.1007/978-1-4614-3872-4_116, # Springer Science+Business Media New York 2014
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Y. Li and T. Wang
microblog has prompted a new media marketing way which is called the microblog marketing [2]. As a new kind of marketing models, microblog marketing has the strong vitality and development opportunities. However, at the same time it also has many problems with external and internal threats [3]. So this paper conducts an indepth SWOT analysis of the microblog marketing and subsequently discusses microblog marketing strategy which has important significance on improving the modern marketing theory and enterprise brand awareness, expanding consumer interaction, enhancing the economic benefits and other business areas.
116.2
Internal Environment Analysis of Enterprise Microblog Marketing
116.2.1
Advantage Analysis
116.2.1.1
Low Information Releasing Threshold
Compared with other traditional marketing patterns, microblog marketing has advantage of low threshold on releasing information. For microblog, even if only a signature or a picture can also become a “advertising” for servicing the enterprise’s marketing.
116.2.1.2
Convenient Information Transmission Channels
Information transmission
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