Sina Weibo in China

In: Social Issues

Submitted By zhangh1
Words 2353
Pages 10
Topic Paper: Social Media Trends In China
Investigate the Microblogging—Sina Weibo
Heng Zhang
Digital Strategic Communication
East Tennessee State University

Introduction Social media channels continue to grow in popularity across China in recent years. For a country with over 1.35 billion inhabitants, using social media has become a key way for individuals and businesses to communicate. Of all the Chinese social media products to join the market in the last few years, none has had as great effects as Sina's Weibo. Sina Weibo is a Chinese microblogging website. It was launched by SINA Corporation on 14 August 2009. Similar to a hybrid of Twitter and Facebook, it is one of the most popular sites in China, with a market penetration similar to what Twitter has established in the USA. Sina Weibo presenting a relatively unfettered space for speech. In just four years, the site has attracted over 500 million members, more than the population of all but two countries in the world. For all its success, though, Weibo has confined itself to China; until 2013, when Sina introduced an English-language version and allowed users to login via Facebook, Weibo made virtually no effort to expand to foreign market and focused instead on recruiting users from within China. Given the country's large population -- and still-modest level of Internet penetration -- this strategy makes sense; however, there are still plenty of people in China who don't use Weibo. Weibo as the most popular social media in China with a large user group, it provided a good social media platform for advertisers and brands. If Weibo can be taken good use, the influence cannot be underestimated. In order to have a deep understand of the most popular social media in China, in this topic paper I will discuss the new social media trends in China, focus on the growth and value of Sina Weibo,…...

Similar Documents

Project Proposal of Tencent Weibo

...Predict what kind of users might be followed in Tencent Weibo * Project Background Recently, social network sites have become tremendously popular. Originated in Western countries, it has an ever-growing market in China. Among all Chinese SNS, Tencent Weibo (An imitation of Twitter in China) is one of the most successful, since it owns almost the biggest customer base which is brought by its star product, QQ. However, there is still a crucial problem for the company to consider and to conquer -- how to make use of this remarkable advantage to provide a best customer experience, as well as develop a greater commercial value, in order to take and maintain the leading position in SNS market. * How is Tencent Weibo being played? “Item” is a specific user (person/organization/group) in Weibo, which can “Tweet” (post something online), and “Retweet”/”@”/”Comment” (all actions) the tweets of other items. Typically, celebrities, famous organizations, or some well-known groups were selected to form the “items set” for recommendation. The recommendation is evaluated as “success” once a user “Follow” the items which are on the recommendation list. * Description of data The following datasets are owned: 1) User profile data: user_profile.txt (user_ID, the year of birth, the gender, the number of tweet, tag-IDs) 2) Item data: item.txt (item’s category, keyword) 3) User action data: user_action.txt (@ actions between the users in a certain number of recent......

Words: 440 - Pages: 2

Us China

...and therefore is not reflected in its observed conduct of politics, with emphasis on its bilateral relation with the US. In the second part of the essay, I will interpret the ‘peaceful rise’ of China from another perspective: that China has not achieved the capacity to go revisionist, something it is wisely well aware of. MILITARY To begin with, China’s growing defence expenditure (increased to $91.5bn in 2011) often serves as evidence for revisionist suspicions. In particular, China has recently shown determination to adopt a more ambitious maritime policy by building its first aircraft carrier, which it intends to use as the pillar of its navy power projection. The Asian power has invested, albeit not much until recently, to modernise its maritime access-denial instruments, having purchased at least 4 destroyers and 12 kilo-class submarines from Russia while producing its own Song-class submarines. This reinforcement, as Ross explained, would substantially affect the operations of US fleets in the Western Pacific Ocean. Similarly, China has also made efforts to strengthen its mine-warfare and air capabilities, by purchasing and upgrading explosive devices and jet fighters. Nonetheless, this rather reflects the fusion of geopolitik and nationalism that is taking place in China, which does not automatically equate revisionist intentions. As advocated by Yong, even for a peace-time country that prioritises economic growth; overlooking military development is......

Words: 3606 - Pages: 15

Sina Project

...Sina DMCP, Inc. Marketing 301 Dr. Taran Spring 2012 SINA SINA The Pennsylvania State University Janelle Callahan Sina Patel Darkesha Moton Dea Dixon SINA SINA Table of Contents Executive Summary Industry Product Overview Market Opportunity Market Segment Consumer Market Market Survey Target Market Geographic Demographic Behavioral Market Strategy and Positioning Differentiation and Positioning Competitive Review Positioning Statement SWOT Analysis Distribution Channel Marketing Mix (4 P’s) Product Price 1. Budget Place Promotion Executive Summary DMCP, Inc. is preparing to launch a new product into the electronic technology product market called Sina. Our product offers a variety of voice recognition languages including accents which enables consumers to use the product without mobility. We are targeting specific household families with children from the ages of thirteen and up living in suburban areas in the United States. The primary marketing objective for DMCP, Inc. is to reach first-year U.S. sales of 6 million unites. DMCP, Inc. targets to achieve the financial objectives of first-year sales income of $35 million, and a gross profit of $19 million. Industry Product Overview Sina is a new product offered by DMCP, Inc. Sina is a product of a new company named DMCP, Inc. DMCP’s new consumer product is designed to disable the use of remote controls. In place of a remote control, Sina will enable your family’s......

Words: 2986 - Pages: 12


...hardship, and the Chinese economy is set to surpass the U.S.’s before the end of this decade, China looms very large on the horizon. A U.S. intelligence report stated that China's economy is likely to surpass the U.S. in less than two decades while Asia will overtake North America and Europe combined in global power by 2030. Modern China’s rise to world economic power, like its predecessor from 1100 to 1800, is based on its enormous productive capacity. China’s rush to economic development is beautifully depicted in the documentary, “Last Train Home.” Trade and investment was governed by a policy of strict noninterference in the internal relations of its trading partners. Unlike the U.S., China did not initiate brutal wars for oil; instead it signed lucrative contracts. Also, China does not fight wars in the interest of overseas Chinese, as the U.S. has done in the Middle East for Israel. China’s sustained growth in its manufacturing sector was a result of highly concentrated public investments, high profits, technological innovations, and a protected domestic market. While foreign capital profited, it was always within the framework of the Chinese state’s priorities and regulations. The regime’s dynamic export strategy led to huge trade surpluses, which eventually made China one of the world’s largest creditors, especially for U.S. debt. In order to maintain its dynamic industries, China has acquired huge inflows of raw materials, resulting in large scale overseas......

Words: 1357 - Pages: 6

Analysis of China

...PESTLE Analysis of China * Political: * China set to focus on supporting domestic brands and creating more appeal for domestic brands, this will mean naturally less support for exports and overseas brands * Single child policy means that consumers aged between 18 and 30 are likely to have savings from past generations passed down to them * Economical: * China has had the highest average yearly economic growth rate between 1980 and 2004 of 9.8% * In 2011 unit prices increased as a result of increased raw material and labour costs * During the global recession of 2008 and 2009, China recorded GDP growth of 9.6% and 9.2% respectively * According to the Chinese central government GDP growth in 2012 is expected to slow 7.5%. * Due to the strong confidence in China’s long term economic prospects, foreign direct investment in retailing continues to increase in China. By the end of August 2009, the total number of foreign investment companies reached 2,400, and the total investment capital in China surpassed US$4.8 billion. * Social: * Shopping has become a leisure pursuit for many middle class and affluent Chinese consumers. In particular multi-format retail Centre are very popular. * Purpose built retail parks and mega malls are being set up by the government to encourage consumers to spend as they begin to see shopping as a leisure pursuit * A number of public holidays and festivals provide great...

Words: 444 - Pages: 2

Perspectives on China

...In February of 2012, as I was reviewing the information about the Darden’s GEMBA program, specifically the locations of the global residencies, it was hard for me to be excited about going to China. It would be my sixth time visiting the country. At the time, I was hoping for a more unique location, somewhere where I had not been, yet somewhere where, from a business perspective it would be a valid place to go. How about Japan or South Korea, I pondered. But no, it was China, a place that I explored on multiple occasions, and a place I learned to like. To make things worse, the destinations cities where the most obvious: Shanghai and Beijing. What else is out there, that I have not seen and what else I can learn from visiting it again? My fears were intensified by the assumption that the Darden residency will be sterile, that the group will be sheltered and will travel in a bubble, not being exposed to the true spirit of the country. “Well, I thought, at least we will go to Rio. In May 2012, while visiting Shanghai for the Solar Expo tradeshow I was invited to meet with the GEMBA 12 and the Darden community while the cohort was at their China residency. I was to attend an operations class with Professor Elliott Weiss, meet the students, faculty on staff. Oh, and there was free food involved; I was in! To be honest, the class session was pretty intimidating yet impressive. It was all about some Newsvendor model- a case study where a Charlottesville entrepreneur was selling......

Words: 2133 - Pages: 9

Nike China

...Nike China’s “Find Your Greatness” Campaign CLIENT NIKE PRODUCT NIKE ENTRANT WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA TYPE OF ENTRY MEDIA: Use of Media CATEGORY Best Use of Social Media Marketing TITLE FIND YOUR GREATNESS PRODUCT/SERVICE NIKE ENTRANT COMPANY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA ADVERTISING AGENCY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA MEDIA AGENCY : MINDSHARE CHINA Shanghai, CHINA BRAND OWNER: Nike AGENCY: Wieden+Kennedy, Mindshare, AKQA, Razorfish BRAND: Nike COUNTRY: China MEDIA BUDGET: 10 - 20 million AMBUSH MARKETING: A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event. An example of ambush marketing might involve selling music merchandise just outside the grounds of a concert without the consent or awareness of the concert promoters, relying on association with the concert to drive sales. PARASITIC ADVERTISING: A type of marketing that promotes one product at the cost of lost sales for another product. Parasitic advertising often occurs when two products are close substitutes for one another. Firms generally attempt to avoid parasitic advertising within their own product offerings because it is not the most effective way of maximizing the return on ad spending. THE BIG IDEA: Honour the pursuit of greatness, not just gold. Simply to inspire and energize everyday athletes......

Words: 2462 - Pages: 10

Internet Police in China

...Reading Reflection According to the article “The Internet police in China: regulation, scope and myths” wrote by Xiaoyan Chen and Peng Hwa Ang, the authors focused on the analysis of the Chinese Internet censorship and the role of the internet police in China. With the emergence and the development of the Internet, the number of Internet users grew rapidly in China and reached 384 million in 2009, which is larger than the US Internet users. In order to keep the Internet community in order, the Chinese government has put a lot of effort to regulate and control the online space. The Internet police was one of the efforts that the Chinese government has been made to regulate and manage the Internet (Chen& Ang, 2011). The public Information and Internet Security Supervision Bureau (PIISS) was set up in 1998, which intended as an online police unit to manage cyber space. This bureau was established at provincial, prefecture and county levels, which contains around 20000 Internet police everywhere in Mainland China (Chen& Ang, 2011). “Internet police work can be understood as supervision of the safety of the computer network and Internet systems, administrative regulation on Internet activities and detection of computer and Internet crimes” (Chen& Ang, 2011, P. 42). For example, to detect and prevent the transmission of the computer viruses, and to protect the security of the important computer information systems are within the scope of the supervision of the......

Words: 858 - Pages: 4

Kfc China

...subsidiaries, not only specializes in fried chicken but is also the leading brand for it. KFC China, since its inception, has been growing at a very fast pace. It has taken astute strategic steps to establish itself in China. It had various key competitive advantages which permitted it to expand to more than 4000 outlets in China (Bell and Shelman, 2011). The company hired a managerial team from Taiwan which had an experience of more than 15 years in the fast food industry (Cho, 2009). It introduced a new concept of high-end, modern and western fast food in China. People considered KFC to be a nice place where they could take their dates. The Chinese love fried chicken, which is probably one of key reasons it has a competitive advantage over the beef focused MacDonald’s, with a ratio of 2:1 unprecedented anywhere else in the world (Cho, 2009). It also catered to local tastes by localizing its menu to suit the Chinese and acquired East drawing- a chain which serves local food. KFC china is also known for its frequent product releases. KFC also dealt with China’s dynamic and rapidly changing business environment by establishing its own supply chain and owning most of the chains instead of giving franchisees like it operates in the US. This was mainly to protect itself from the problems it could face by getting off on the wrong foot with the local partners. (Bell and Shelman, 2011) However, in 2012, KFC china saw its sales fall for the first time and a significant number of......

Words: 1895 - Pages: 8

Social Media - an Opportunity for Fashion Brnds Marketing in China

...4/11/2012 SOCIAL MEDIA - AN OPPORTUNITY FOR FASHION BRNDS MARKETING IN CHINA Table of Contents Chapter 1 1 Introduction 1 1.1 Introduction 1 1.2 Background 2 1.3 Rationale of the Research 2 1.4 Problem statement 3 1.5 Aim and Objectives 3 1.5.1 Aim of the Study 3 1.5.2 Objectives of the Study 3 1.5 Research Questions 4 1.7 Significance of the Research 5 1.8 Dissertation Structure 5 Chapter II 6 Literature Review 6 2.1 Introduction 6 2.2 Consumers’ decision making and Internet 7 2.3 Consumer Behavior and Fashion trends 7 2.4 Branding and the Internet 9 2.5 Communication and Fashion 10 2.6 Sustainable Fashion and the Internet 12 2.7 Global Followers 12 2.8 Internet in China 13 2.8.1 The Public Containment 14 2.8.2 The Power of Internet in China 14 2.8.3 Internet and Politics in China 15 2.9 The Use of Internet in China 15 2.9.1 Socio-culture of China and the Internet 16 2.10 Fashion and Marketing 16 2.10.1 Consumer Intention 17 2.11 Summary 18 Chapter III 19 Research Methodology 19 3.1 Introduction 19 2.11 3.2 The philosophy of research - Positivism 20 2.12 Strategies for research 21 3.4.2 Sampling Procedures 21 3.4.3 Questionnaire Designing 22 2.13 3.6 Time Horizon 23 3.7.1 Secondary data Collection 23 3.8 Data Analysis Methods 23 CHAPTER IV 25 Data Analysis &Findings 25 4.1 Introduction 25 4.2 Data Analysis and Findings 25 4.2.1 Gender Distribution 26 4.2.2 Age Distribution 27 4.3 Internet and Social Networks......

Words: 12880 - Pages: 52

Rbs China

...* Module Code: PM003 • Class/Group: Section 4 • Assessment Title: Project Report • Assignment Title: RBS move to China • Tutor Name: Paul Hunter • Student ID Number: 2149275 • Date of Submission: 12th June, 2014 Contents Introduction 2 PESTEL analysis 2 Political: 2 Economic: 3 Social: 3 Legal: 4 Environmental: 5 Technological: 5 SWOT analysis 6 Strength: 6 Weakness: 6 Opportunities: 7 Threats: 8 SWOT integrations: 9 Entry Mode and Analysis: 10 Marketing strategy 12 Product: 12 Promotion: 13 Place: 13 Price: 13 Public relations: 13 Reference: 14 Introduction China is the second leading economy entities in the world, and still remains a high GDP growth rate in recent years (BBC, 2011). Along this high economy development rate, there would be lots of opportunities for RBS to develop its business in china, and this report is to analyze china’s macro marketing environment and evaluate opportunities for RBS entering china. This report consist of four parts: PESTEL analysis, SWOT analysis followed by entry modes and marketing strategy. PESTEL analysis Political: Before china’s new leadership Xi Jinping come to power, china issued several positive financial reforms include: increase foreign debt quotas, relax QFII (Qualified Foreign Institutional Investors) scheme entry requirement and loosen policies toward equity investment holdings for foreign companies. (Leung and Yung, 2012:12). After Xi Jinping taking control, he......

Words: 3746 - Pages: 15

China Facts

...of Chinese Art dates back as far as 960 AD. Early forms of art in China were made from pottery and jade in the Neolithic period. The gist of Chinese art encompasses fine arts, folk arts, and performance arts. The most common types/forms of arts and entertainment in the Chinese culture and China are as follows: 1. Literature 2. Chinese Folk Art 3. Visual Art 4. Film 5. Chinese Music 6. Performing Arts 7. Gardening 8. Architecture The start era for Chinese literature was the Spring and Autumn period. Chinese culture contains various groups of literature, including: Early Chinese poetry, Han and Northern dynasties poetry, Golden Age of Chinese poetry, Li Bai and Du Fu, Late Tang and Five dynasties, Song, Ming and Qing literature, Western influence: the big three, and Modern. These are all forms of early and late poetry in the Chinese culture. The love poems are among the most appealing in the freshness and purity of the Chinese language. There are several famously recognized poets in the Chinese culture. In modern poetry, Xu Zhimo, a romantic poet who cherished the poetry of the English romantics like Keats and Shelley, was among the first Chinese authors that effectively naturalized western romantic forms into contemporary Chinese poetry. Early Chinese poetry, in the Golden age, contained notable poets like Bai Juyi, Luo Binwang, Jia Dao, Wang Wei, and etc. Another form of entertainment in China that is probably the most common is Chinese music. The origins of......

Words: 1923 - Pages: 8

Kfc in China

...Hoi Shan Wu Prof. Dennis Lee Doing Business in China 16 May 2017 KFC in China As China develops the pace of life has gotten quicker. The Chinese people’s demand for fast food service with good hygiene has grown due to fit their busier lifestyle. An analyst from China Venture Group, Wan GE, said that fast-food has become the first choice for 85% of Chinese city residents when eating out. (Hu and Chen) The fast-food industry in China is fast growing with an 11.6% growth from 2010 to 2015. (Fast-Food Restaurants in China: Market Research Report) Kentucky Fried Chicken (KFC) a subsidiary of YUM! Brands, was the first quick-service restaurant (QSR) to enter China in 1987, and remains China’s number one QSR today with more than 5000 restaurants in over 1100 cities. (Yum! Restaurants in China) KFC started as a joint venture company; 60% stake held by KFC, 27% by the Beijing Tourist Bureau and 13% by Beijing Food Production. In 1988, Bank of China bought 25% of the venture, diluting KFC to 51% of shares. The first KFC was opened in Beijing, Qianmen, five minutes away from Tiananmen square. (Qingfen) When KFC first entered China, it was a great success. It was an eye-opener into American cuisine and culture. Chinese consumers had the perception that anything from the west is the best; since KFC is from the west it was the best. Chicken is the second preference of meat followed by pork in China. Naturally Chinese customers loved KFC’s fried chicken not only because of the product...

Words: 2875 - Pages: 12

Gay Marriage in China

...Same-sex Marriage in Mainland China Sun Wenlin, the 26-year-old plaintiff, walked out of the court hand-in-hand with his partner, Hu Mingliang, and said he would appeal. Their case was heard at a court on April 13, 2016, in Furong district, Changsha city, Hunan province. The lawsuit was brought by the couple, who were challenging the decision of a local civil affairs bureau that had denied them the right to marry. The case was dismissed after an open hearing that lasted three hours and was held before an audience of nearly 200 people, including many journalists. It was the first case of its kind in China in which gay people had tested whether same-sex couples have the right to marry. While homosexuality is not illegal in China, same-sex marriage has not yet been explicitly legalized. Same-sex marriage, also known as gay marriage, is marriage between people of the same sex, either as a secular civil ceremony or in a religious setting. The Netherlands was the first country to legalize same-sex marriages. Since then, same-sex marriages have been performed in more than 20 countries. Nowadays, in mainland China, no same-sex marriage or civil union is recognized. The Marriage Law of the People's Republic of China explicitly defines marriage as the union between one man and one woman. No other form of civil union is recognized. As early as two decades ago, homosexuality was a taboo subject. However, with social development, Chinese people have become more open-minded about a......

Words: 1294 - Pages: 6

Google in China

...Comment on the legal and regulatory environment in China and its implications for the chinese media. In light of the restrictions imposed by the Chinese government of internet access, how do you think the media industry is affected? On google agreeing to ensure its search content, Reporters without borders commented, “Google’s statement about respecting online privacy are the height of hypocrisy in view of its strategy in China.” However, Google’s Director of Research was of the view, “What’s important to users is access to information, we are giving them that, and we think that’s the most important.” Do you think Google was right in taking this step? Justify your answer. PPPPPPPPPPP Internet censorship Increasingly, Chinese and Tibetan citizens both inside and outside areas of Chinese Government control are seeking information through the internet and other forms of online media.  The speed and bredth of information access which these mediums allow is a huge threat to the Chinese Government as they attempt to maintain propagandist views of 'sensitive issues' such as human rights, the Tinananmen Square massacre and Tibet.  As such, the Chinese Government goes to great lengths to control the internet and to limit the amount of information its citizens are able to uncover. On 13 January 2010, Google announced that it would consider pulling out of China after it emerged that hackers had been attempting to access the Gmail accounts of human rights......

Words: 3844 - Pages: 16