The Path and Value of User Participation Construction in Brand New Media Marketing

Under the Internet communication ecology, number of China’s self-media has exploded, and enterprises have built their social accounts to form brand marketing, which become a force that cannot be ignored. Nowadays, under leadership chairman Dong Mingzhu, national home appliance manufacturing "Gree Electric" firmly grasped new media operation, successfully created online marketing with both sales word-of-mouth. This paper takes operation strategy Weibo account "Dong Mingzhu's Self-Media" as an example, analyzes content, data cases conclude reasons for its success, tries explore build path value sense user participation, provide certain reference enterprises.