Social Media Marketing Research

Traditional media such as television, newspapers and radio etc. have failed to meetconsumers’ demand for information.With the development of blogs, video sites, and social networking sites; especially theemergence of Sina microblogging in2009social media platforms have become a gathering placefor Chinese netizens, where they can spontaneously share information, discuss current events,and participate in various social activities.The mode of transmission of information has changed from traditional one-to-many intoone-to-one because of the rapid development of social media. With the development ofe-commerce and Internet marketing, online consumption has become an irresistible trend. Facedwith this type of market and target groups, more and more enterprises are beginning to focus onsocial media. They start an equal dialogue with the netizens by using social media actively,which has changed the normal chilly relationship between enterprises and consumers oftraditional marketing businesses.Marketing personnel have established a good relationship with consumers bycommunicating interactively and encouraging consumers to participate in marketing activities.Enterprises continue to deepen their relationship with consumers, because strong relationshipsare the key to social media marketing at this stage. The consumption era dominated bycorporations has ended, replaced by the era of marketing businesses where both enterprises andconsumers participate in creation.The paper is divided into six parts.The first part is the introduction. Chinese social media sources in the western developedcountries, and combined with the China local conditions and circumstances have beendeveloping vigorously. Many companies use social media marketing, given the vitality of newmarketing, forming a social media marketing trend. The first chapter, the overview of the development of social media.There have been avariety of social media platforms since the domestic forum appeared in1994, up until now,social media has developed rapidly in China. Social media platforms are classified into differenttypes, among which three of them: Social networks, micro-blog, Micro message, are analyzed.The second chapter, the specific operation of social media marketing. This is the mostimportant part of this paper. This paper sums up the the characteristics of social mediamarketing and possible drawbacks. The starting point of social media marketing is socialrelations, in the marketing process, weak ties need developing into strong ones, and strongrelationships need to be enhanced. On Japan’s Dentsu AISAS mode, the "relationship" has beenadded, and AISRAS mode is proposed. Finally, social media marketing "4R" rules and the sevensteps of marketing are introduced.The third chapter, integrated marketing is the basic strategy of social media marketing. Firstof all, enterprises need to maintain the consistency of social media marketingtarget different platform, integrate different marketing platform, realize the integrationof marketing with social media. Secondly, enterprises in the marketing process must use socialmedia and traditional media together. Give full play to the authority of traditional media on thesubject setting and the richness of content. Give full play to the advantages in communicationwith customer and user experience aspects of social media. To maximize the integration ofdifferent platform, realize the interactive content, share resource each other, will be able toachieve the best effect of marketing. Through the integration of marketing the film "to oureventual lost youth" analysis, this thesis explains the movie online and offline marketing strategy.The fourth chapter, mobile marketing is the critical path of social media marketing. First ofall, mobile marketing can meet the needs of human life. With the popularity of smart mobilephone, IPAD and other mobile tool, people can whenever and wherever possible to browsethe mobile phone. Mobile marketing can meet the demand of consumersshopping and entertainment needs. Mobile marketing gives consumers more initiative, invites consumer experience, meets the personalized needs of consumers. Mobilemarketing is the critical path of social media marketing, any enterprise can not ignore the mobilemarketing, otherwise it will lose a lot of customers. Through the mobile marketing case Filmof the disappointment in33days, this thesis analysis the important role of mobile marketing inmovie marketing.The conclusion summarizes the main contents of the thesis, reviews the socialmedia, background, development of social media marketing, and social mediamarketing integration, mobile. social media marketing has already become an irreversible trendsince more and more companies have expanded social media marketing campaigns. Exposed tothe era of social media, companies should actively learn to use new media tools to communicatewith customers, to build strong relationships, and continue to expand and deepen strong ties.