Research On Social Marketing Strategy Of CM Company Under The Background Of Social Marketing

Under the promotion of Mobile Internet technology,new media and social tools quickly grow in popularity in recent years.A new marketing model which takes social marketing as the main strategy has arisen.Traditional marketing strategy of many consumer goods companies has been challenged with the impact of social marketing.CM Company which is the research object of this paper explores and tries the social marketing actively.The paper research on CM company as a case and make a beneficial supplement and perfection for the application and practice of social marketing in business,also provide reference and feasible suggestions to consumer goods companies in practice about the strategy of social marketing.The paper mainly includes the following three aspects:(1)It introduces the social operation and current situation of CM company.It introduces and analyze typical community types,the operation process of social marketing,the application of social marketing and the profit model.(2)It analyzes external environment of marketing strategy of CM company,including the general situation of the domestic garment industry,industry competition and SWOT analysis of CM company.(3)It analyzes choice of marketing strategy in CM company.It summarizes social marketing strategy of CM company with 4C theory which is the classic marketing theory.The research result in the paper is based on research on social marketing strategy.It analyzes and summarizes the social marketing strategy of CM company.The conclusions of this paper include the following three aspects:(1)The value of social marketing is becoming increasingly important with the advance of Mobile Internet.According to the analysis of the social marketing of CM company,consumer goods industry can learn from social marketing to overcome the obstacles which the traditional marketing can't directly contact with the consumers.It can obtain better marketing value through doing a good job in the products and services including customer strategy,communication strategy,cost strategy,convenience strategy,etc.(2)Community has a strong endorsement effect.Community members are often willing to communicate their own consumer experience to the surrounding friends when they have a good consumer experience.It can win the trust of consumers and is conducive to increase brand fidelity which is a good reputation between the exchange.(3)The values shared by the members of the community are the important components of the community culture.It plays an important role in promoting the cohesion of the members of the community and the spread outside the community.