Research Of A Aquarium Company’s Microblog Based Marketing Strategy

Since the beginning of the year 2011,as a fresh Internet social platform,Microblog demonstrated increasing popularity among the Chinese internet users.While the Microblog’s development bloomed and online shopping became increasingly popular,there have been many changes to the ways consumers obtain information and purchase goods.As a result,we see much more intense competitions in the market,as well as a growing diversity in the marketing strategies.as the means of using Microblog as a marketing resource advances ceaselessly,it has gained lots of attention from the enterprises especially those on a small to medium scale.For an enterprise wishing to step into and to subsequently dominate the market,a suitable and strategic marketing medium would be essential.Furthermore,as China’s domestic market grows,we foresee a sustainably growth in the aquatic business due to the constant increase of demand for aquatic products.This will definitely be a favorable opportunity for the A aquarium company to expand its market occupancy.Therefore,studying and developing marketing strategies that leverage on the Microblog becomes important and meaningful to the A aquarium company.For the existing products of A aquarium company,it will help to enhance the market shares significantly by utilizing Microblog platform to form different advertising strategies to target at different market segments.This paper analyzes the current aquarium industry development and the marketing strategies related to the Microblog used by SMEs,using A aquarium company as example.The analysis is conducted based on my in-depth research on A aquarium company,and the techniques and knowledge learnt from the MBA course,with the focus on A aquarium company’s practical case of microblog marketing.This paper is based on the 4P,4C theory of the marketing management,with the considerations of the current status of A aquarium company’s marketing as well as that of the public microblogging marketing,analyzes the inefficiencies,difficulties and challenges of A aquarium company’s marketing strategy and then put forward a proposal for A aquarium company to improve its microblogging marketing strategy.Finally,it will be concluded with the analysis of the development and prospects of microblog marketing in SMEs.