The rapid development of network technology has changed the relationship between marketers and audiences under the traditional marketing model. The audience under Weibo platform provides word-of-mouth marketing power for enterprises while consuming. This paper expounds the humanistic environment of Weibo's online marketing based on emotional knowledge, and analyzes the behavior characteristics of fans consumers in Weibo and bloggers in Weibo, so as to clarify the main obstacles that restrict the effectiveness of Weibo's online marketing strategy, and puts forward relevant feasible countermeasures.
In the information age, Weibo has become an important tool for social members to exchange information and feelings. The marketing value of Weibo lies in helping enterprises to promote their products or services, and promoting the in-depth communication between manufacturers and users or potential users by building an information communication platform, thus enhancing manufacturers' grasp of the consumption characteristics of end users. The network marketing model based on Weibo marketing platform is a marketing model centered on the internal needs of Weibo information audience. The relationship between bloggers and fans in Weibo is not only the interpersonal information communication relationship between bloggers and audiences in Weibo, but also the B2C information communication relationship oriented by commercial interests. This special dual relationship determines that marketers can not only meet the personalized needs of the audience and the commercial profits of enterprises through information interaction with the audience, but also forward the marketing information of enterprises through the platform of the audience. This word-of-mouth marketing model allows marketers to realize the fission chain and efficient dissemination of marketing information at a lower cost. In order to achieve this marketing effect, marketers should accurately grasp the current psychological needs of marketing objects and their emotional change trends, and thus put forward the research topic of online marketing in Weibo based on emotional knowledge.
Analysis of Weibo's Internet Marketing under the Background of Emotional Knowledge (I) Analysis of Weibo's Marketing Humanistic Environment under the Background of Emotional Knowledge
Analysis of the influence of the characteristics of subculture groups among Weibo fans on Weibo marketing. The formation and development of Weibo's fan base is closely related to the cultural and sub-cultural environment in which fans live in the real world. The cultural environment has the function of integrating the consumption attitudes and behaviors of Weibo fans. Weibo fans with different consumption attitudes and behaviors can be brought into the overall pattern of a specific Weibo marketing platform, and under the intentional guidance of Weibo bloggers, a more unified consumption behavior can be gradually formed in Weibo. Therefore, the marketing subjects in Weibo should formulate differentiated marketing strategies according to the cultural background and characteristics of Weibo fans, so as to meet the consumption demands of Weibo fans with different cultural backgrounds. Generally speaking, Weibo fans can be divided into several sub-cultural groups according to the following criteria. The specific national cultural background has a significant impact on the consumption behavior of Weibo fans. This is because all Weibo fans are natural persons within a specific national cultural value system, and gradually formed differentiated customs and lifestyles under the long-term infiltration of the national cultural environment. National ontological prejudice? Will lead to their preference or disgust for specific consumers, thus affecting the marketing effect of Weibo bloggers.
(2) Analysis of the consumption behavior characteristics of Weibo fans.
The consumption behavior of Weibo fans is influenced by the consumption situation. The consumption behavior of Weibo fans usually shows irrational impulsive consumption characteristics. This is because the consumption behavior of Weibo fans is stimulated by their personal feelings, which is manifested in the immaturity of consumers' consumption psychology and the irrationality of consumption behavior. Most bloggers use the psychological characteristics of fans' impulsive consumption to stimulate their high consumption emotions, so as to maximize the profits of their marketing activities. But when the mood of Weibo fans returns to normal, they usually regret their previous consumption decisions. This will not only affect fans' enthusiasm for continuing to spend money at Weibo bloggers, but also Weibo fans will render this regret to other fan groups, thus affecting the market brand image of Weibo bloggers' products. Therefore, Weibo Zhongbo mainly actively guides Weibo fans to maintain positive and healthy consumption emotions, and promptly reminds fans to put an end to unnecessary consumption behaviors. This will help Weibo fans achieve the goal of optimizing consumers' interests, and at the same time enhance their trust in Weibo bloggers.
Weibo's marketing pricing strategy affects the consumption behavior of fans. ? Internet plus Weibo marketing? The price transparency of the platform determines that Weibo fans can master and compare the prices of products and services of different Weibo bloggers at a lower cost, thus improving the sensitivity of Weibo fans to the prices of products and services in Weibo. The pricing strategy of Weibo bloggers is directly influenced by the price sensitivity level of Weibo fans. The pricing strategy of partially ignoring the consumption power of Weibo fans will certainly help Weibo bloggers to improve their short-term sales performance, but this kind of consumption behavior at the expense of fans' long-term sustainable consumption power will erode the loyalty of Weibo fans to Weibo marketing brand and reduce the market competitiveness of Weibo bloggers' products.
(C) Analysis of the marketing behavior characteristics of bloggers in Weibo.
The saving of transaction costs in Weibo's marketing channels has improved the marketing efficiency of bloggers in Weibo. There are many marketing channels in traditional physical stores, and the channel operation cost is high. Although the high channel operating costs are directly paid by physical stores and other channel operators, the actual undertaker of the costs is the consumer group. The channel operating expenses under the traditional physical store marketing model include all kinds of expenses directly or indirectly related to marketing activities except production costs, such as information fees, negotiation fees, travel expenses, signing fees, performance fees, financial expenses, etc. This channel cost must be borne by the final buyers of products and services, which not only increases the burden on consumers, but also reduces the market competitiveness of traditional physical store products and services. Compared with the traditional marketing channels of physical stores in the terminal market, Weibo platform marketing model can eliminate the rental cost of physical stores in the terminal market, reduce the links of marketing channels, reduce the channel cost paid by Weibo fans in the process of obtaining products and services, and make Weibo fans exempt from paying extra channel fees at reasonable prices, thus enhancing the marketing ability of Weibo platform.
Weibo's emotional knowledge-oriented Internet marketing strategy (1) enhances the consumption desire of target customers with emotional contagion strategy.
Weibo Bo mainly uses the emotional contagion strategy to stimulate the positive consumer sentiment of the target customers. Weibo Bo mainly realized that the emotional state of the target customers directly affected the marketing efficiency of Weibo, thus infecting the emotions of the target customers through Weibo's pictures and texts. The research shows that the negative emotional transmission of Weibo marketers will affect the consumption mood of Weibo fans and make them feel dissatisfied in the process of consumption, while the influence from Weibo marketing environment can only affect the consumption behavior of target customers, but will not directly lead to the dissatisfaction of Weibo fans. Weibo bloggers should get inspiration from this study, that is, Weibo bloggers can shape a positive Weibo blog style by controlling their emotions, thus guiding Weibo fans to establish positive consumption emotions, and then influencing Weibo fans' consumption behavior habits; In the process of interacting with Weibo fans, Weibo bloggers can strengthen the effective management of controllable emotional factors in the process of providing services to Weibo fans, thus infecting customers' emotions and improving customer satisfaction rate and post-purchase evaluation value.
Weibo bloggers should release their true emotions to improve the efficiency of emotional contagion to consumers. Weibo bloggers should not ignore the ability of Weibo fans to recognize the true emotional expression of Weibo bloggers. Weibo fans who read bloggers' blog posts for a long time have a strong ability to identify the authenticity of Weibo bloggers' emotional expression. Considering that in the marketing process of Weibo, it is difficult for both the supply and demand sides to see each other's true colors, Weibo bloggers should win the trust of Weibo fans with their sincere language and writing, and improve the consumption satisfaction of Weibo fans with a friendly attitude. In the process of network communication, Weibo bloggers can respond to Weibo fans' questions about the authenticity and reliability of their products and services through vivid and funny pictures and words, and explain their professional descriptions of the products and services on Weibo marketing platform in a way that Weibo fans can understand, so as to improve Weibo fans' awareness of products and services and enhance consumers' confidence in the necessity of consuming those products and services based on Weibo platform.
(B) the emotional knowledge strategy to optimize the relationship marketing process in Weibo.
Weibo bloggers can rely on emotional knowledge to improve the efficiency of relationship marketing model based on Weibo platform. Compared with the traditional marketing model, the advantage of Weibo blogger's marketing model lies in its interpersonal network in Weibo based on Weibo platform, and the interpersonal network in Weibo platform formed through Weibo's long-term interaction helps Weibo bloggers to convey their marketing ideas and specific marketing products to target customers, thus achieving the expected marketing goals. Usually, the practice of the relationship marketing model of bloggers in Weibo needs to go through four steps: starting, confirming, stabilizing and expanding.
Weibo bloggers need to communicate and interact with Weibo fans according to the personalized characteristics of Weibo fans, so as to launch Weibo relationship marketing. Weibo's relationship marketing can be initiated by parallel introduction among fans in Weibo, pressure from opinion leaders among fans in Weibo, telephone and email promotion, and fans' active acceptance of Weibo's marketing. The above different marketing methods have both advantages and disadvantages in achieving marketing objectives. Weibo Bo mainly combines the characteristics of specific Weibo fans to formulate marketing strategies, actively seize marketing opportunities, and turn it into marketing effects.
After Weibo fans launch marketing initiatives corresponding to Weibo bloggers, Weibo bloggers should confirm the purchase demand of Weibo fans in time, and turn the purchase desire of Weibo fans into real purchase behavior by determining the transaction form and payment method in time. The difficulty of online marketing based on Weibo lies in winning the trust of Weibo fans. In this regard, Weibo bloggers should find ways to dispel the consumption doubts of Weibo fans to enhance their consumption confidence, and specify effective post-purchase strategies to eliminate the concerns of Weibo fans about insufficient after-sales service follow-up. For some Weibo fans who don't have a strong purchase intention, we can use the trial strategy to enhance the purchase intention of Weibo fans, and win the trust of fans in Weibo bloggers by sending free samples for Weibo bloggers to try.
When Weibo fans confirm the buying and selling relationship between themselves and Weibo bloggers, Weibo Bo mainly makes plans to strengthen the marketing relationship for key customers. Considering that the consumption behavior of old customers on Weibo marketing platform is the main source of marketing profits for Weibo bloggers, Weibo bloggers should take urgent measures to stabilize the relationship with old customers in Weibo. For the upstream, Weibo Bo mainly strengthens communication with manufacturers or suppliers to confirm the delivery time and relationship in time; For the midstream, Weibo Bo mainly strengthens communication with logistics service providers, helps logistics providers to implement the convenient design of order logistics services, and timely confirms the reliability and timeliness of product and material circulation; For the downstream, Weibo Bo mainly makes an after-sales investigation plan, collects, sorts out and analyzes the consumption experience reports of Weibo fans in time, makes clear the changing trend of Weibo fans' demand information, and accordingly formulates the follow-up optimization plan of Weibo marketing.
After the relationship between the supply and marketing sides in Weibo is stable, Weibo bloggers should also actively expand the content and methods of marketing relationship cooperation between the supply and marketing sides. This is because for most cautious fans in Weibo, the initial consumption behavior in Weibo only has the effect of testing each other and building a relationship of mutual trust on this basis. In order to improve the marketing efficiency in Weibo, it is necessary for Weibo bloggers to upgrade the relationship between suppliers and sellers on the Weibo marketing platform from the previous tentative relationship to a solid cooperative relationship. To this end, Weibo bloggers and fans should steadily expand the scope and scale of cooperation based on the interests of all parties; Weibo Bo mainly strengthens the reliability of Weibo's marketing product quality and the supply capacity of supporting services, and optimizes the logistics distribution scheme, so that Weibo fans can get more satisfaction from the consumption behavior of Weibo platform than the supply level of products and services in physical stores.
(3) Emotional environment strategies for shaping the online marketing environment in Weibo.
Coping with burnout consumption psychology by developing new emotional environment. Weibo bloggers can adopt the development strategy of emotional environment, which can effectively alleviate the burnout consumption mood of fans in Weibo. Weibo's marketing activities are the product of a specific marketing environment. When Weibo fans are tired of Weibo bloggers' traditional consumption behavior, Weibo bloggers should change the operating environment of their Weibo marketing platform and eliminate consumers' dissatisfaction in time by developing new marketing environment. Weibo bloggers can cooperate with manufacturers to study the new characteristics of fans' consumption demand, and arrange professional researchers to develop them to meet the new demands of consumers. If the new product development process arranged by Weibo Zhongbo takes a long time, then the bloggers in Weibo should make a marketing plan for fans in combination with different stages of product development and production cycle, and through ingenious design? Hunger marketing? The strategic approach attracts fans to continue to pay attention to such new products, thus enhancing the depth and breadth of market development in the early stage of sales.
Using synchronous strategy to win over Weibo fans in the period of consumption hesitation. When competitors in the microblogging market are selling similar products with similar product quality and price, Weibo bloggers should formulate synchronization strategies to ensure the survival and development space of their products. The perfect competitive market constructed by the homogenization competition in the microblog market significantly reduces the marketing profit rate of bloggers in Weibo, and consumers usually show the loss of consumer sentiment towards the homogenization marketing behaviors of different bloggers. In this completely competitive market, Weibo bloggers should first adopt the same or similar synchronization strategy as their competitors to ensure their own strength and avoid being squeezed out of the market by exhausting all marketing funds under the stimulation of fierce marketing strategies. Synchronization strategy can effectively stabilize the consumption sentiment of fans and help Weibo bloggers to consolidate their market share through continuous consumption. Although this move is not conducive to Weibo bloggers to expand their market share, it ensures the viability of Weibo bloggers in the fiercely competitive market environment. In order to reverse the predicament, Weibo bloggers should simultaneously promote the new product research and development strategy, through? Blue Ocean Strategy? To stimulate Weibo fans' new interest in their products and help Weibo bloggers avoid falling into tradition? Red Sea? The sinister situation of competing with competitors in this field.
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