FACEBOOK Marketing Strategy Of E-Commerce

The fast development of the technology for internet has changed the traditional business model,more and more customers have chosen and adapted to shopping online.The rapid development of smart phone and mobile internet have pushed forward this trend and as result many global giant e-commerce companies have emerged,such as Amazon,which resulted in many Chinese e-commerce companied engaged in the e-commerce business.With the early traffic dividend disappeared and much more B2B companies and individuals joined this industry,gaining traffic on the e-commerce platform before dramatically competitive,it will be difficult for the e-commerce companies to grow positively if all is only based on price war and very small quota of traffic on the platform.How to avoid vicious price war,set up own brand and sales channel,gaining continuously cost effective traffic and sales growth,becoming top priority for those e-commerce companies with small scale and less advantages such as R company.Facebook(hereinafter referred to as FB),the biggest global social media flatform with more than 1.4 billion daily active users,is the traffic resource for e-commerce companies to obtain continuous traffic and shape up own brand knowledge,and an ideal platform to conduct marketing plan and manage potential customers.This paper take R company as the object of the research,focus on the research of how small and micro companies to conduct overseas social media marketing strategy,combining the theories of comsumer behavior,4Cs marketing theory and internet marketing,trying to analysize and estimate users'activities on FB in order to analysize if FB marketing could be workable trafific resource and brand's window for e-commerce companies,also trying to analysize what opportunites and potential chanllenges FB marketing could bring for the small and micro business.Finally conclude the suitable FB marketing strategy for R company through theory and practice,as well as reference for the overseas social media marketing of same kind of e-commerce companies.