The Application Of Social Media In Enterprise Marketing

Nowadays, the great changes and fast development of social media not only have changed people’s way of life gradually, and also brought more developing opportunities to all sorts of individuals. Social media has come into sight of enterprise’s marketing, and more and more business has realized the importance of social media marketing, also taking social media platforms as the main battlefield for marketing promotion. The natural characteristics of social media as interactivity, sociability, and publicity have created favorable conditions for future works of corporate social media marketing. According to the research, 83% of social media plans have shown that the most common functions of social media are for the marketing of products and services, and also advertising promotion, and next is brand or market monitoring that accounts for 71%. As we see, enterprises are breaking a new and efficient path actively for promotion of products and brands, by using social media platforms. Through social media, enterprises can get two-way communication between them and potential consumers, so that establishing close contacts with clients and enhancing customer stickiness. Meanwhile, social media has played an important role at shaping brand images, maintaining customer relationships, and doing crisis PR and other respects.The consumers are the objects of enterprise’s marketing, so the business must understand consumers first if they generate scientifically rational marketing strategies to win consumers. This thesis starts from the view of social media and consumer s’ purchasing decisions in social media; mainly analyzes the characteristics, advantages and practical values of enterprise social media marketing, through analyzing the existing theory and literatures, comparing social media marketing and traditional media marketing, making a comparison between the application of social media in manufactures and sales corporation, and also observing and analyzing social media platforms on behalf of Microblog, Wechat, and Renren. In addition, making a deep analysis of social media marketing cases on behalf of Coca-Cola and Dragon Air, and take it as the research support to the argument. Through analyzing the relationship between marketing and social media, the writer summarizes some problems that the enterprise encounters when they do social media marketing, and offers rational suggestions. Finally, the writer makes a prediction for the growing trends of enterprise social media marketing, and studies the application of social media in enterprise marketing in the longer run.