The Precision Marketing Research Based On Social Media

As internet develops, social media is leading major companies to the new marketing channels with its unique mode. Social media platforms with its interactive, user-generated features procure customers and businesses constantly running on this platform. This new platform provides a more precise marketing channel to the companies. Under the Web2.0era, features of participation, interaction, immediacy and transparency provide a huge marketing advantage to the enterprise. The use of social media platforms combined with the Internet marketing and offline marketing in precision marketing is a brand new trend.The fragmentation of Social media makes precision marketing unsystematic. In this paper, the author summarizes the latest developments in this area and combines them with the existing theories and methods to analysis in order to get some kind of systemic conclusion. While analyzing the core functions and advantages of precision marketing, the writer compares the traditional precision marketing in the development of the Internet age, and expounds the effect of precise marketing on social media platform. The author further finds that the precision marketing effect that the social media platform can achieve actually is linked with effective communication. In order to achieve effective communication, the companies need to carry out detailed market and customer segmentation and positioning personalized.The following is the framework of this article. The first and second chapter introduces the background and theory; Chapter3, by introducing the current situation of social media, the author lists the major platform as well as a detailed analysis of several major features and functions of the media platforms, and also the existing deficiencies; fourth chapter is the body of the article, it introduces how precision marketing system constitutes on the social media platform. By analyzing market segmentation, customer communication, database development, customer relationship management, the writer points out several methods of controlling precision marketing effectiveness; fifth chapter, the author provides a case study of Sina microblogging, it uses the introduced precise marketing system to analysis the microblogging4S shop; The last section, I point out several shortages of this thesis and predict the development trend.