大数据背景下新浪微博的媒介营销困局及几点建议

Dilemma and Suggestions of Sina Microblog Marketing in the Age of Big Data

随着物联网、云计算等技术兴起,大数据已经应用于各行各业,社会化媒体也不例外。近年,新浪微博注册用户虽已高达5亿多,但因前期大量投入造成的亏损状态仍然存在。因此,探究新浪微博在大数据时代的媒介营销突围之路不仅对"微博"和"大数据"两个议题都具一定学术价值,也对新浪微博的商业化有现实指导意义。文章在分析新浪微博目前面临的营销困局及成因的基础上,结合大数据为新浪微博的媒介营销提出几点建议。

With the development of Internet and cloud computing technology, large data has been applied to all walks of life, so is social media. In recent years, the number of Sine microblog registered users has reached 5 million, but the previous investment losses remained. Therefore, there is certain academic value about ＂micro-blog＂ and ＂data＂ issues for exploring media marketing breakthrough of Sine microblog in the age of large data. Based on the marketing predicament and cause analysis in Sine microblog facing, and make some suggestions in combination with large data for micro-blog Sina media marketing.