浅析微博传播的力量——以野兽派花店为例

毫无疑问，如今的互联网已与十年前的互联网已有着天壤之别。其中最显著的变化是互联网上的主角的转变，十年前，网页和信息主导着互联网，然而今天，人类在互联网上扮演着最重要的角色。微博的出现便是这巨大转变背后的推动力。微博是一种使得信息的传递带有思想，现场感和参与感的新平台。微博犹如一个天然的口碑传播平台，个人信息的发布和分享性，社区论坛的话题讨论性以及社交网络社区的人际关系纽带的建立，尤其，它的即时性使得官方或企业信息变得生活化，透明化。基于其140字所涵盖信息的即时性和便捷性，微博的传播力度相比于博客、论坛、SNS等更为迅速，传播范围更为广泛。由于微博传播的特殊性，越来越多的微博营销，微博商店开始受到人们日益增多的关注。一个名为“野兽派花店”的微博在2011年进入大众视野，它是首个仅仅是基于微博的花店。创始人Amber从未可以打过广告，都是通过别人的“口耳相传”才有了如今的火爆局面。本文将野兽派花店的成功归因于四个方面：准确选择，有效预热，舆论领导和最重要的微博传播机制。本文将在微博传播力的基础上对野兽派花店的成功进行分析，并结合微博舆论的形成机制对野兽派花店的传播途径进行剖析，由此探析一个集社会化、媒体化、个性化、实时化等特点于一身的微博以及它为人类生活带来的乐趣与转变。

关键词：微博；微博传播；野兽派花店
Abstract: There is no doubt that today’s internet is vastly different from what it was ten years ago. The most significant change is that the leading character of internet was website and information, while today it is people that play the chief role on the internet. Microblog is a type of new media that allows information transmission with thoughts, sense of scene and participation. Microblog is much of a natural word-of mouth communication platform with its characteristics like instant messaging and real-time, which makes the images of enterprises more lively and sincere. Today, a lot of special chances for online stores have been discovered on microblog as a result of its typical features of transmission. The influence of microblog has been practically extended to the actual operation of certain industries, which directly shows the significance that microblog is now changing the world with its invisible strength. This paper focuses on the analysis of the Beast Shop, a well-known online flower shop, in accordance with the power of microblog transmission combined with the formation of microblog public opinion and its positive driving force towards microblog marketing to reveal the nature of the microblog, which assembles the basic features of socialization, media and personalization, and to discuss the possible changes and pleasures that can be brought to people’s life by microblog. Through a tentative research, the success of the Beast Shop can be basically attributed to four aspects: precise choice, effective warm-up, public opinion guide, and most importantly, the use of the power of microblog transmission.

Keywords: microblog; microblog transmission; the Beast Shop

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】