Study Of Mercedes-benz Social Media Marketing Strategy

With further development of internet technology, various social media appears inrecent years. Social media in this study，is a set of internet applications which is based onWeb2.0and allows users to create and communicate content. It not only provides aplatform for users to get involved into interaction, but also gives everyone the ability tocreate and share their voices, empowering people to speak. Social media has the feature ofparticipating, open, interactive, community, connecting, based on the platform of blog,BBS, WIKI, Weibo, BoKe and SNS. These years, social media entered mainstream media’sterritory gradually and be accepted by marketing, more and more brands started to domarketing through social media. Company’s marketing strategy changed accordingly, fromtraditional one-way marketing to interactive marketing strategy, result in huge attention tosocial media marketing by the public.The article selected Mercedes-Benz (China) as the research objective, analyzed itscurrent marketing situation and the necessity of conducting social media marketingstrategy. And according to Mercedes-Benz (China) marketing situation, the article raised anew idea of creating company’s own online community, aiming to solve the currentproblem and provide a good example to other automobile company in the industry.The research methods include comparative study, literature review study and casestudy. The article introduced media environment change, industry situation, currentmarketing problems of Mercedes-Benz (China) and the idea of design social mediamarketing strategy and feasible measures to conduct the strategy.At last, the writer raised the idea that Mercedes-Benz (China) should develop its ownonline community as a new platform for social media marketing. This can not only solvethe current problem of high advertisement expenses with low efficiency, low customerloyalty, but also could connect Mercedes-Benz (China) internal customer database, fullyutilize the database to better serve the company’s marketing strategy.Thus, social media marketing, as a new pattern of automobile industry marketingmode, provided reference to not only Mercedes-Benz (China), but also the whole industry.