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本文通过统计新浪、腾讯微博上38条关于“电商大战”微博的转发与评论量,研究微博信息传播的规律并绘制出Logistic曲线描述微博信息传播的生命周期。之后,本文将微博信息传播的生命周期划分为4个阶段,并根据每一阶段的特征提出了使信息传播更有效的4条策略。最后,本文描述了微博信息传播在微博营销、品牌传播、危机公关上的商业应用方式。
This article studies the laws of microblogging information transmission and draws the Logistic curve to describe the life cycle of weibo information dissemination through the statistics of the 38 forwarding and commenting volumes of Weibo on Sina Weibo and Tencent Weibo. After that, this article divides the life cycle of Weibo information dissemination into four stages, and proposes four strategies to make information dissemination more effective according to the characteristics of each stage. Finally, this article describes the business application of Weibo information dissemination in Weibo marketing, brand communication and crisis public relations.