Font Size: a A A

Research On Social Media Marketing Strategies Of Smes Based On Social Networks

Posted on:2020-02-18Degree:MasterType:Thesis
Country:ChinaCandidate:Y LiFull Text:PDF
GTID:2428330578450329Subject:Business Administration
Abstract/Summary:PDF Full Text Request
As the number of user base of social media continues to grow,how to use social media for marketing has drawn widespread attention from enterprises,especially small and medium sized enterprises(SMEs),which hoping to take the advantages of less barriers of media marketing and the practicality of effectiveness for enhancing corporate marketing.Although many companies have paid attention to and carried out social media marketing,still lack the research of strategies and methods of social media marketing systems about comprehensive understanding of social media marketing especially for SMEs,due to the limitation of marketing resources and marketing experience.Systematic and practical methods are needed to guide social media marketing activities.This paper takes the social media marketing strategies of SMEs as the research object,analyzes problems of SME social media marketing,and builds a social media marketing model for SMEs based on social network and communication dynamics related theories,clarifies the social media marketing processing.The marketing target identification,dynamic mechanism design,communication network construction,communication tool matching are four key links in this processing,and deeply analyzed the identification methods of marketing target,types and design of dynamic mechanism,types and adaptability of communication network,types and other specific issues of communication tool.Providing corresponding strategies and executable methods for SMEs to deal with the problems in the process of social media marketing.Then,taking the EY company as a case study,it applies the social media marketing model of SMEs to conduct case studies,through market segmentation to identify marketing targets,brand positioning.It constructs a communication network in a targeted manner,designs a suitable communication dynamic mechanism,and matches the corresponding Communication tools to help companies improve the effectiveness of social media marketing.The research shows that: Firstly,the dynamic is the key to driving information transmission in the actual social media marketing activities of enterprises.Analyzing the communication elements,finding the power source,determining the form of expression and clarifying the power subject are four design steps.Secondly,the information transmission network is not singleness,a number of cases shows its combination,in the construction of the transmission network,need the match of network structure fitness and effect are needed;Thirdly,in the process of social media marketing of small and medium sized enterprises,enterprise marketing is carried out with the help of network,which can stimulate users to take the initiative to participate in enterprise marketing and carry out integrated marketing to improve the marketing effect.Finally,put forward the countermeasures for the implementation of social media marketing for small and medium-sized enterprises.
Keywords/Search Tags:Social Network, Social Media Marketing, Small and medium sized enterprises, Transmission dynamics
PDF Full Text Request
Related items