新浪微博与腾讯微博的整合营销传播策略比较

A Comparison of Integration Marketing Communication Strategies of Sina Weibo and Tencent Weibo

本文对微博市场中的'双雄'新浪微博与腾讯微博进行分析,总结出腾讯微博的整合营销传播策略是基于先天社交属性与庞大用户群,利用优势资源在定位与内容上进行差异化竞争,并通过产品、渠道与平台的立体整合而进行的,体现了一种'由内而外'衍生出的整合思路;而新浪微博则利用良好的时机与先发优势,采用成功的经验复制、线上线下的互动以及传统媒体与新媒体相结合等方式,选择了一条突破传统模式的品牌整合营销传播策略。同时,本文认为在同质化的激烈竞争环境下,用户与品牌之间情感层面的品牌资产才是整合营销传播的终极核心,只有用户认可并分享了品牌独特的体验与感受,品牌自身才能获得持续不断发展的源源动力。

This essay analyzes Sina Weibo and Tencent Weibo,the two giants in Microblog market,and comes to the conclusion that the integrated marketing communication strategy of Tencent Weibo is based on its innate social attributes and massive user group.It initials differentiation competition by making the best of resources superiority on positioning and content,and also by all-dimensional integration of product,channel and platform,which is an inside-out integrated strategy.Sina Weibo takes the advantage of opportunity,first mover,replication of successful experience,020 interaction and the integration of traditional and new media.It adopts a branding integration marketing communication strategy,which breaks the traditional model and practice.Meanwhile,the essay emphasizes that under the fierce competition of homogenization,the core of integrated marketing communication lies in the emotional brand equity between customer and brand.The continuous impetus of brand development comes from users’recognition of brand and sharing of unique brand experience.