The Application of Social Media in Enterprise Marketing
Wang, Shichun; Wang, Shichun (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120324325
https://urn.fi/URN:NBN:fi:amk-2019120324325
Tiivistelmä
The innovation of Internet technology and the popularity of mobile terminals have spawned social media in China. Social media is represented by Weibo, WeChat, Fo-rum for example. Together they have created a new era of marketing. The typical applications in China are Weibo, Forum, WeChat, and Podcast.
End-users on the network can communicate on this open network space. This change not only gives users a huge space for interaction, but also gives them a strong ability to spread and even create content, and directly conveys the right to speak to the public. Social media is characterized by openness, communication, participation, dialogue, community, and connectivity.
From the analysis of customer purchase behavior, it is necessary to conduct social media marketing methods to analyze the influencing factors and mechanisms of consumer purchasing behavior, which can lay a foundation for better social media marketing. Based on the context of social media marketing, this thesis paper compares the difference between traditional media and social media and proves how to use social media in corporate marketing according to the characteristics of social media, based on the connotation and characteristics of the case for Travel Agency.
Finally, this study gives suggestions and marketing strategies for problems and future development, which can better promote social media marketing in enterprises.
End-users on the network can communicate on this open network space. This change not only gives users a huge space for interaction, but also gives them a strong ability to spread and even create content, and directly conveys the right to speak to the public. Social media is characterized by openness, communication, participation, dialogue, community, and connectivity.
From the analysis of customer purchase behavior, it is necessary to conduct social media marketing methods to analyze the influencing factors and mechanisms of consumer purchasing behavior, which can lay a foundation for better social media marketing. Based on the context of social media marketing, this thesis paper compares the difference between traditional media and social media and proves how to use social media in corporate marketing according to the characteristics of social media, based on the connotation and characteristics of the case for Travel Agency.
Finally, this study gives suggestions and marketing strategies for problems and future development, which can better promote social media marketing in enterprises.