新浪微博的3C分析与SWOT分析

Situation (3Cs) Analysis
pany Analysis
✧Goals
Sina aims to be a globally leading online media and information service provider which service in China and even Chinese communities all over the world. We own a regional website to serve the China region and the overseas Chinese, through its five business lines to provide network services for the user. Recently, the cooperation between sina and MSN will make sina a bigger development.
✧Focus
Sina mainly provide network media and entertainment services in order to become a online life community for Chinese all over the world. Sina have more than 230 million registered users in the global now, it’s highest daily browsing breakthrough 600 million times. This is the most popular internet brand in China and among Chinese communities. Sina focus on the service to provide its users with comprehensive and timely information, fast internet space and easy communication measures with the world. The timely reports from Sina make a great influence in Chinese internet users, and make itself become an indispensable part in people’s life.
✧Culture
In Sina, enterprise culture is very important spiritual support. In general, we has the following cultures:
i. Customer satisfaction: In the marketing, customers are the most important.
But, we also put our employees as our customers. We respect customers, as well as our employees.
ii. Encourage innovation: This is the foundation of the development of Sina, without this,there is no today's achievement, there is no high-speed growth.
iii. Contribution to the society: As a network digital media, we not just want to pursue our customer satisfaction, not just focus on our profits, we are more responsible for what we do.
✧Strengths & weaknesses
Since Sina has built up in 1998,it has more than ten years experience in network marketing. In its operations,Sina pays attention to marketing and promotion. It is good at using brand effect, achieve very significant effect, not only strengthened Sina user group, but also make it profit a lot. Even so, Sina itself has some disadvantages. It has too many rivals, such as Tencent, Baidu, Sohu, etc. Its pattern is so close to its competitors, without any special products. Sina’s o peration mode needs to be innovative, and the network platform it provide needs to be strengthened.
✧Number
By 2012-05, sina micro blog has more
than 300 million registered users, more
than half of the user login through mobile
terminal (as shown on the right).
According to client-side update
frequency and user growth frequency , we
can speculate that, by the end of this year,
the number of users through the mobile
platform meet micro blog will account for
two-thirds of the total access. Users of
micro blog is also expected to break a
record at the end of the year.
✧Type
According to the scale of users, the
behavior or habits and psychological
characteristics, the users can be divided
into two categories, individual users and
institutions or organizations. Among them,
individual users can be divided into ordinary
users and celebrity (entertainment, sports
and other star; business leaders; media,
scholars and other well-known people).
Institutions or organizations can be divided
into the company, public welfare institutions
and charity organizations, . As the picture
on the right:
✧Value drivers
Sina microblog platform effectively open the original display ads and the deepth of the blog communication marketing, it built up an effectively link between general enterprise communication marketing and the short description of events. In addition, Sina has a certain extent the authority of the official representative, and microblog bring more voice from the people. It strengthens the media band through interactive communication. Timely information and creative advertising is the value diver of Sina microblog.
Sina microblog explore when it is in the process of accumulating users, it provide wonderful experience for users when it focus on the platform operation. What it do is to form the value of user scale. In addition, sina microblog dedicated to the internet advertising. This is a good platform to help advertisers gain profits from spreading and help to find new marketing opportunities.
✧Market position
Sina microblog market in immediate communication field, Tencent QQ is also in the same market. Recently, Tecent QQ has taken over the leading position in the immediate communication market in China. A few days ago, the report from the Internet laboratory pointed out," Tecent owns a 76.56% share in the immediate communication field, and this position even was put into suspicion of monopoly. According to statistics, many website launched all kinds of microblog in the past year. But see from the users browse time and active degree, Sina microblog is still the most popular, which take over the market share of 86.6% and 56.5% rate separation.(as the pictures below)
✧Strengths
a) Celebrity effect: Sina microblog is quiet popular, especially celebrity. The
celebrity in sina microblog inform some news will get more interaction from other users, and it performs bad while in Tencent microblog.
b) High-level users, better social communication: if you want to contact with
different field’s talents, perhaps enterprise leader, Sina microblog must be first choice. It is a very good social platform.
c) Active users: The office workers account the majority of the user groups in
Sina microblog while Tencent microblog user groups are a bit complex.
The office workers are active groups in social networks.
d) Better marketing: Many companies will choose Sina in microblog
marketing. It creates better marketing value which gets high identity
degree by businessmen.
e) Starting position: Sina is the first microblog in China. The experience, it
brings to the users, can’t be compared. It has gained the emotion from the users.
✧Weaknesses
a) The user base: Tencent has the numerous users because of QQ, and each
QQ user can get a ID at Tencent microblog. This brings Tecent lots of
potential customers.
b) Platform popularity: Sina has lots of users, it’s convenient to update the
content. The update frequency is very high. If you publish a piece of news, it would be not easy to attract attention.
c) Backward client-side: Tencent has years of experience to run the QQ
client-side, technology and ideas are all better than Sina. Sina need to
improve its technology to satisfy the increasing need of users.
✧Market shares
Seeing from the current observations, Sina or Tencent has its own advantages and disadvantages. But it is easy to find out the advantages of Sina microblog to the Tencent microblog. The microblog operation of Sina is longer, Sina’s market shares lead the first in the whole market.
●SWOT Analysis
Strength Weakness
-Foregoer
-The leading web portal in China -Active users
-Numerous celebrities
-Individual IDN: weibo
-Innovation on microblog products -Strong interactivity -Microblog marketing flood:
Too much marketing messages
-Finance in censorship
Too many workers and too much capital -Self review affect long-term interests The ways will cut down the number of users
Opportunities Threaten
The wide range of users foundation Good for data mining
asset injection from enterprises Monitoring risks Competitor risks Fatigue of active user
microblog. Sina microblog, as the most popular microblog product in China, has its advantage in starting first before others. But with the freshness lost of the ordinary users, Sina microblog could not maintain effective competitiveness all the time. Even the policies of the governments may push microblog into difficult position, Sina microblog needs to find out its new method to grow immediately.。