Strategic Analysis For Social Media Marketing Communication Based On Spiritual Needs

Social media has a wide range of existing and great influence,marketers attach more and more importance to social marketing. In marketing 3.0 times, consumers are no longer just the consumption subject, but the complete human individuals who have independent will and thinking. Consumers will have spiritual needs including expectations, vision and sense of worth on the basis of meeting the material needs and emotional needs. Meeting consumer's "spiritual needs" is the ultimate goal of marketing 3.0 times.This paper analyses China's social marketing by take the "spiritual needs" as the starting point and focus,and offer strategy proposals for the development of it. Social marketing in China is still in the period of development, so this paper put forward some suggestions of our social marketing from the perspective of the spiritual needs combining with the current situation and problems of social marketing in our country,which is of both theoretical and practical significance.First of all, on the basis of the definition of "spiritual needs" and "social marketing"the paper analyses the embodiment of spiritual needs and the necessity and value of meeting consumers, spiritual needs in our social marketing. Then,according to the marketing practice in our country, the paper found the problems of social marketing,through case study,the paper puts forward some suggestions for our social marketing from two aspects of the communicator and the audience. From the aspect of the communicator: first, focus on effective communication; secondly, dare to make social culture change; thirdly,listen to different voices from consumers; finally, really put the consumer into the whole process of marketing.From the aspect of the audience: the audiences should create by themselves and share actively, also participate actively and create collaboratively.Social marketing should have an insight into consumers, and marketers should learn empathy, taking consumer's spiritual needs as the starting point and objective of marketing activities. Finally, it is recommended to use the study results into our social marketing to solve the practical problems in the marketing process.