Theory-Based Study On Social Media Marketing Innovation

Nowadays, the marketing innovation is facing great possibility and challenges with the development of Internet. As the evolution of information technology, the internet has stepped into the time of web2.0.during which blogs, BBS and SNS developed quickly, what's more, the size of both User-Registered Number and User-Generated Content is booming dramatically. As a result, a brand new type of media, the social media has been borne. With the natural feature of high degree of transparency, interactivity and sociability, social media is used by more and more people for publishing, sharing and disseminating information or getting resources, meanwhile, the relationship established in virtual network is also spreading rapidly. Enterprises that have already been aware of the importance of social media marketing is facing to new opportunities and challenges and try their best to strive to success. In global perspective, scholars and experts have also pay much more attention on social media marketing.Unlike 4P,4R,4C, and other traditional marketing strategy, social media marketing, is a dynamic marketing process ranging from P to R and then to C, which has achieved an innovation on marketing strategy.Through literature review, this paper presented the social media and summarized marketing strategies related to previous academic theory. Then from the perspective of innovation, it analyzed the social media marketing strategies by proposing the "PCCR" model of social media marketing innovation.The outline of this paper is as follows. In Chapter 1, it presents the Background and the significance of the research. In Chapter2, here is a summary which contains three Parts:the first one is an introduction on social media; the second one is a review for the previous marketing strategies, which is followed by the third part:the introduction of innovation theory and the definition of marketing innovation used in this paper. In Chapter 3, it concluded the social media marketing innovation model according to the previous theories which is the essential part of this article. In Chapter 4, a case study which is about the Dell-Twitter Marketing Campion will be held in order to prove the previous innovation model. Finally in Chapter 5, a brief conclusion was given as well as pointing out the future direction for the research.