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The Research of Social Media Marketing of the Enterprises

Author: LiLiuBang
Tutor: LinCaiLin
School: Shanghai University
Course: Art
Keywords: Social Media Social Media Marketing Fast Moving Consumer Goods Enterprises
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 5
Quote: 0
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Abstract


The risen of social media has brought a huge change to advertising and marketingworld. Currently, more and more enterprises need to seek an unconventional mediumand method that is different than it was before, to communicate with customers.Social media tools have completely subverted the communication way betweenenterprises and customers, making it more informal, conversational and interactive.Thanks to the nature of different firms and character of social media audiences, theFast Moving Consumer Goods (FMCG) enterprises have been closely bounded withsocial media marketing. In social media marketing, the research of FMCG socialmedia marketing is typical because of the feature of the products and audiences ofFMCG enterprises. A variety of enterprises including B2B enterprises, also followthe example of the model of FMCG social media marketing. So, in the modernmarketing theory, the marketing mode of social media marketing need to beconstructed, the marketing strategy of social media marketing need to keep pace withthe times.Compared to the enterprises in the developed country, the enterprises in China wasnot good enough in social media marketing. The research perspective of this study isthe representative FMCG enterprise. Firstly, analyze social media and understand theinteractive relationship between social media and marketing, by means ofquestionnaires and case study to research the current situation of the social mediamarketing of the FMCG enterprises in China. And then, analyze the successful casesof social media marketing of foreign FMCG enterprises in China, to gain someuseful marketing inspiration. In the third step of this study, combine with themarketing theory that is used by this study, propose the social media marketingoperation mode and strategies, include social media precision marketing, socialmedia interactive marketing, social media integrated marketing, integration of artand marketing and the method of how to measure social media marketing. Finally, inthis study, author will point out that the social media marketing stems from theanalysis of human, and will develop based on the analysis of human.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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