Micro-blog is no longer simply a platform for self-expression, gossip and networking, as it is becoming an increasingly fierce battlefield for businesses wanting to promote their products and services.
Over the last year, micro-blogging has become wildly popular in China, with some 65 million China based micro-blog accounts registered(注册登记) by the end of 2010 and the number is growing by more than 10 million each month, according to Data Center of the China Internet (DCCI).
At present, China’s largest web portal Sina claims to have 5,000 company micro-blog users, including Starbucks, Channel, and IKEA. On the micro-blog pages of the companies, visitors can not only view advertisements, but also see consumer feedback (反馈) and even commentaries on hot social issues.
E-commerce (电子商务) expert Lu Bowang says micro-blogging has opened a whole new dimension of marketing. Through micro-blogs, companies can quickly grasp the attention of potential consumers and interact with them on a regular basis so to develop a friendly link with consumers, Lu said.
An Internet surfer nicknamed Xiaoben posted on his micro-blog page that he enjoyed drinking Puer tea, and within 10 minutes, a micro-blogger who owned an online shop selling Puer tea recommended his shop to Xiaoben. “It is a little bit like magic. I just make a wish, and then I get a micro-blog response.”
However, with more and more people micro-blogging to make money, experts warn that marketing via micro-blog could be a double-edged sword.
Huang Heshui, professor from Xiamen University says micro-blogging is highly personal and private, and that too many advertising messages can annoy micro-blog users leading them to dislike certain brands.
Further, a brand can be as easily damaged as established through micro-blogging, as consumers’ negative feedback about a certain product or company can be very quickly spread in the micro-blog community, Huang added.
The micro-blog managers should set up some rules and regulation to supervise micro-blog marketing, and at the same time, business organizations need to strengthen self-discipline(自律) and try to build up an honesty-based business culture, e-commerce expert Lu Bowang suggested.
1. By the end of March. 2011, the number of registered accounts based in China probably has
increased to __________.
A. 65,000,000 B. 10,000,000 C. 5,000 D. 95, 000,000
2. What is the purpose of telling Xiaoben's experience ?
A. To indicate how fast he got the tea.
B. To strengthen micro-blog based marketing.
C. To show the win-win situation in micro-blog marketing.
D. To persuade people to make a wish through micro-blog.
3. From what Professor Huang says, we can learn that_______.
A. Advertising information will lead to micro-bloggers' great anger
B. A brand's reputation can be easily damaged because it's founded through micro-blogging
C. Consumers' reaction plays a vital role in a company's survival in the micro-blog community.
D. Self-discipline requires enhancing if business is to succeed through micro-blogging.
4. Which of the following would be the best title for the passage?
A. Micro-Blog: A Double-Edged Sword B. Business Online
C. A Fierce Battlefield D. Micro-Blog Makes its Way to Business
同步练习强化拓展系列答案科目：高中英语 来源：2010-2011福建永安一中高考英语模拟试卷 题型：阅读理解
Civil Affairs and Public Security Departments have been urged to take comprehensive steps to help children who are begging on the nation's streets and are often abused. Premier Wen Jiabao said during his online chat with netizens, China Daily reported.
Wen said he has paid close attention to the ongoing micro blog campaign that calls on concerned netizens to post photos of children begging on the streets in the hope that police will rescue them and return them to their families. There are many reasons why children turn to begging, including poverty and family problems. Joint efforts will help end the problem.
His remarks were welcomed by Yu Jianrong, a professor from the Chinese Academy of Social Sciences, who starts the online campaign to crack down on child begging.
The All-China Women's Federation (ACWF) also released a statement encouraging people to contact the police if they find any suspect who abuses, or forces juveniles to beg on the streets. People can either call 110 and or dial 12338 and connect with a hotline set up by the ACWF. The statement was reported by Xinhua News Agency.
The micro blog campaign has gained support from charities, and other social institutions since it was launched in January. One Foundation, a Shenzhen-based charity, set up a fund on Feb 19 for a database for sharing information about missing children So far, One Foundation has raised 720,000 yuan ($109,500). Meanwhile, Shanghai Time Plastic Surgery Hospital has offered free plastic surgery to Ren Fangfang, an 8-year-old girl who suffered physical abuse at the hands of a man who used her to beg for him.
【小题1】
Which of the following statements is TRUE according to the passage?
| A．Premier Wen Jiabao chatted with Yu Jianrong online. |
| B．One Foundation has set up a hotline for missing children. |
| C．ACWF promised to offer Ren Fangfang free plastic surgery. |
| D．Poverty and family problems contribute to child begging |
| A．Chinese Academy of Social Sciences and China Daily |
| B．The All-China Women's Federation and Xinhua News Agency |
| C．One Foundation and Shanghai Time Plastic Surgery Hospital |
| D．Civil Affairs and Public Security Departments and China Daily |
| A．To draw the top leader’s attention to the child beggars. |
| B．To call for comprehensive steps from the government. |
| C．To gain support from charities and other social institutions. |
| D．To post photos of child beggars and help them go back home. |
| A．punish | B．urge | C．delay | D．limit |
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科目：高中英语 来源：2012-2013学年北京市西城区（北区）高一上学期期末考试英语试卷（带解析） 题型：阅读理解
Most tourist destinations around China are witnessing travel peaks during the eight-day Mid-Autumn Festival and National Day holidays that run through Sunday. In Beijing, the Palace Museum, or the Forbidden City, attracted 182, 000 tourists on Tuesday, the biggest number on a single day, as millions of visitors arrived in the national capital. “We saw absolutely nothing but people’s heads,’’ said Guo Zhijun, 42, of Henan province. “We wanted our 11-year-old son to learn something from the trip, but we only ended up very tired. ”
Earlier, from Sunday noon to midday Monday, garbage collected at Tian’anmen Square in the heart of the city amounted to 7.9 tons, a quarter more than that in the same period of last year.
In the eastern coastal city of Qingdao, its top five major tourist sites attracted more than 200, 000 visitors on Tuesday.
Yesterday, thousands of cars jammed two 20-kilometer mountain roads winding to and out of the Lushan Mountain scenic area in the eastern province of Jiangxi. The area, with about 3, 000 car parking spaces, was unable to contain at least 8, 000 inbound cars, said head of the Lushan Mountain public security bureau.
The Lushan Mountain tourism administration temporarily stopped selling entrance tickets to prevent the traffic from growing on Tuesday afternoon. Similar measures could be taken during the rest of the holidays, a police officer said.
Emergency measures have been taken at other scenic sites. Crowded visitors overwhelmed the capacity（承载量）of the cable cars at Huashan Mountain, in Shaanxi province, leaving tens of thousands stuck at the peak late into Tuesday night. According to China Central Television, restless visitors demanded refunds from the tourism committee, and a lot of visitors had to give up and walk down the mountain.
Chen Li, deputy director of the Shaanxi Provincial Public Security Department, said on his micro blog that more than 300 policemen and government officials climbed up the mountain to help trapped visitors. Fearing that tourist sites might become too crowded, many people are staying at home, going shopping or making short suburban trips. A resident Mr. Wang in Nanchang, capital of Jiangxi, canceled long-distance travel plans after learning of heavy traffic on many highways during the first two days of the holidays. Instead, Wang, his wife and son went fishing in the suburbs before having a picnic.
【小题1】What happened in the Forbidden City that Tuesday?
| A．There were far more visitors coming than expected. |
| B．A large number of zones were opened to the visitors. |
| C．Over 7.9 tons of garbage was collected. |
| D．More than 200, 000 visitors gathered there. |
| A．showed up | B．added to | C．reached beyond | D．filled in |
| A．advise traveling to different places to learn something |
| B．warn people not to climb those mountains on holidays |
| C．encourage people to change the travel plans according to the traffic |
| D．suggest we stay at home or go shopping during those holidays |
| A．Experiences from Different Travel Plans |
| B．Travel Peaks in China's Tourist Sites |
| C．Floods of People to the Forbidden City |
| D．Problems with Travelling on Holiday |
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科目：高中英语 来源：2013届江西南昌10所省重点中学高三第二次模拟突破冲刺（七）英语试卷（带解析） 题型：阅读理解
It’s really a tough job for automakers doing marketing and sales in China, where competition is acute and customers have little loyalty. They have tried a range of tricks in recent years.
But there should be a moral bottom line. Unfortunately, a Buick dealership used the tragedy of a two-month-old infant to advertise its cars last week on Weibo – Micro blog. And Hyundai Motor followed suit.
On March 4, an SUV was stolen with the infant left inside alone in the northeastern city of Changchun. The news spread widely on Weibo after the baby’s father called the local police and radio station for help. The next day it was revealed that the infant was choked to death and buried in snow by the thief. The online community expressed its deeply felt sympathy and condolences.
The Buick dealership posted a photo of the baby and two of its cars on its official Weibo account to advertise its GPS system that can locate the stolen car. “A few thoughts on the Changchun stolen car and baby incident: when buying a car it’s entirely OK to choose a brand with advanced technology,” said the post. Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”
Worse was the post on Hyundai’s official Weibo account that advertised the anti – theft system on its new SUV Santa Fe, an entry made after the child was known to have died. The action also enraged micro bloggers.
Both posts were soon deleted. The Buick dealership made an apology on Weibo to the family of the victim and the public. But screenshots saved by users continued to be posted and the negative impact on both brands persists.
The two brands probably didn’t expect such a firestorm of fury from the Internet community, but they really made a big mistake sinking below the moral bottom line. They certainly ruined their own brand images.
The Chinese have the same proverb as the English language – a little leak will sink a great ship. It takes decades to build the great ship of a respectable brand but it can take just a moment of negligence to make it fail completely.
For those in corporate marketing, two lessons should be learned: first, be careful in the era of social media when one wrong can be easily magnified and have disastrous impacts in just a few clicks.
Second and more importantly, think with your brain and heart. Never break the moral bonds of respect for human life and sympathy for our fellow man.
【小题1】Who is to blame for the tragedy of Changchun infant according to the passage?
| A．The baby’s father | B．Buick and Hyundai dealership |
| C．Weibo | D．Not clear |
| A．The missing infant was found alive in the stolen car. |
| B．Micro blog marketing of tragic infant death fuels firestorm of criticism. |
| C．People can’t see the two posts any more because they were deleted. |
| D．The two car brands mentioned in the passage spoiled their own reputation by selling the stolen car. |
| A．Immoral | B．Important | C．Distinguished | D．Considerable |
| A．Hyundai dealership didn’t make an apology on Weibo |
| B．Buick dealership expressed its deeply sympathy and condolences |
| C．Hyundai’s post was made after people knew the infant had died |
| D．Buick’s car was more advanced on its GPS system |
| A．not to sink below the moral bottom line |
| B．not to sympathize our fellow man |
| C．to think twice before making decision |
| D．to magnify the mistakes people make |
查看答案和解析>>
科目：高中英语 来源：2012-2013学年河南省郑州市高三第十三次调考英语试卷（解析版） 题型：书面表达
越来越多的人用微博记录心情和感悟。请你以“The micro-blog：A new way of communication”为题，用英文写一篇短文。短文应包括下表中的内容：
|
微博的特点 |
信息短小、更新及时、发送便捷 |
|
微博的使用人群 |
覆盖了各个年龄阶段 |
|
微博盛行的原因 |
生活节奏的加快、简单易用 |
|
你对微博的看法 |
…… |
注意：1．为使语句连贯，可以适当增加细节；
2．词数100左右。题目已给出，不计入总数。
The micro-blog: A new way of communication
____________________________________________________________________________
_______ _
______ __________________________________ ________________________
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科目：高中英语 来源：2012-2013学年江西南昌10所省高三第二次模拟突破冲刺（七）英语试卷（解析版） 题型：阅读理解
It’s really a tough job for automakers doing marketing and sales in China, where competition is acute and customers have little loyalty. They have tried a range of tricks in recent years.
But there should be a moral bottom line. Unfortunately, a Buick dealership used the tragedy of a two-month-old infant to advertise its cars last week on Weibo – Micro blog. And Hyundai Motor followed suit.
On March 4, an SUV was stolen with the infant left inside alone in the northeastern city of Changchun. The news spread widely on Weibo after the baby’s father called the local police and radio station for help. The next day it was revealed that the infant was choked to death and buried in snow by the thief. The online community expressed its deeply felt sympathy and condolences.
The Buick dealership posted a photo of the baby and two of its cars on its official Weibo account to advertise its GPS system that can locate the stolen car. “A few thoughts on the Changchun stolen car and baby incident: when buying a car it’s entirely OK to choose a brand with advanced technology,” said the post. Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”
Worse was the post on Hyundai’s official Weibo account that advertised the anti – theft system on its new SUV Santa Fe, an entry made after the child was known to have died. The action also enraged micro bloggers.
Both posts were soon deleted. The Buick dealership made an apology on Weibo to the family of the victim and the public. But screenshots saved by users continued to be posted and the negative impact on both brands persists.
The two brands probably didn’t expect such a firestorm of fury from the Internet community, but they really made a big mistake sinking below the moral bottom line. They certainly ruined their own brand images.
The Chinese have the same proverb as the English language – a little leak will sink a great ship. It takes decades to build the great ship of a respectable brand but it can take just a moment of negligence to make it fail completely.
For those in corporate marketing, two lessons should be learned: first, be careful in the era of social media when one wrong can be easily magnified and have disastrous impacts in just a few clicks.
Second and more importantly, think with your brain and heart. Never break the moral bonds of respect for human life and sympathy for our fellow man.
1.Who is to blame for the tragedy of Changchun infant according to the passage?
A．The baby’s father B．Buick and Hyundai dealership
C．Weibo D．Not clear
2.Which of the following statements is correct?
A．The missing infant was found alive in the stolen car.
B．Micro blog marketing of tragic infant death fuels firestorm of criticism.
C．People can’t see the two posts any more because they were deleted.
D．The two car brands mentioned in the passage spoiled their own reputation by selling the stolen car.
3.What does the underlined word – “despicable” in paragraph 4 mean?
A．Immoral B．Important C．Distinguished D．Considerable
4.The reason why Hyundai’s post was worse than Buick’s is that _________.
A．Hyundai dealership didn’t make an apology on Weibo
B．Buick dealership expressed its deeply sympathy and condolences
C．Hyundai’s post was made after people knew the infant had died
D．Buick’s car was more advanced on its GPS system
5.In the last paragraph, the author encourages people _____________.
A．not to sink below the moral bottom line
B．not to sympathize our fellow man
C．to think twice before making decision
D．to magnify the mistakes people make
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