Research On Social Media Marketing Strategies Of Production-oriented Foreign Trade Enterprises In China

It is a production-type foreign trade enterprise integrating production,processing and export.It is in an important position to undertake domestic and foreign economies,and belongs to the specific execution department of my country's participation in the division of global value chains.under the external pressure of Sino-US trade friction and global economic growth entering the downward channel,China's production foreign trade enterprises still face the problems that need to be solved urgently in international marketing,such as rising labor cost,weak product profit and low brand awareness.In the context of social networking for all,social media is new marketing method for companies.Social media has become an important tool for foreign companies in international marketing.However,many production-oriented foreign trade companies that integrate production,processing,and export in China rarely tap the effectiveness of social media as a brand promotion a brand promotion and marketing platform.Because compared with the traditional marketing model,China's production-oriented foreign trade enterprises have less time to accept social media,and many production-oriented foreign trade companies have not been able to correctly understand and respond effectively.Therefore,it is of great practical significance to study the production-type foreign trade enterprises using social media marketing.This paper analyzes the operating mechanism of social media as a marketing tool through a systematic literature review and motivation analysis of production-oriented foreign trade companies' use of social media.The successful experience of using international social media for marketing is discussed,and the specific operations of production enterprises using social media marketing and the methods of using social media to improve marketing performance are discussed.This article analyzes the problems encountered by production foreign trade companies in using social media marketing Difficulties,and put forward the marketing strategies and suggestions of China's production-oriented foreign trade enterprises using social media,and Finally,combining the social media marketing strategies of production-oriented foreign trade companies,the guarantee measures are put forward.The main research content of this article includes the following five parts:The first part draws the content of social media marketing from the research background of this article,analyzes the research purpose and method,combs the innovations and shortcomings of this article,and then analyzes and analyzes the existing social media marketing,brand reputation,China's production-oriented foreign trade enterprises A summary of research results in other areas and related theories.The second part gives an overview of social media platforms and analyzes the operating mechanism of social media as a marketing tool.Social media has a huge database,which can convert users' behaviors on social media into data,providing a basis for accurate positioning of corporate marketing.This article divides the motivations of Chinese production-oriented foreign trade companies to use social media marketing into external pressure and internal motivation.Chinese production-oriented foreign trade companies are subject to internal and external challenges in international marketing and their own problems are forcing production-oriented foreign trade companies to change.The benefits that social media can bring to production-oriented foreign trade enterprises are the motivation of production-oriented foreign trade enterprises.The third part analyzes the dilemma in the use of social media marketing by China's production-oriented foreign trade enterprises.It analyzes from these aspects.First,due to the different traditional marketing methods and social media concepts,the inherent marketing thinking prevents marketers.Mining the effectiveness of social media marketing,the production of social media marketing strategies is simple.Second,the performance issues of marketers also hinder the development of social media marketing.Third,in social media marketing,marketers find problems with information spreading quickly but hardly to last.Fourth,the problem of product homogeneity is still serious and the technical content is low.Fifth,marketing cultural differences are prominent on social media.The fourth part is a case study of the successful use of social media marketing by production-oriented foreign trade enterprises.It quotes the real case of Kuaiyi Elevator Co.,Ltd.,analyzes the specific operations and inspirations of Kuaiyi ‘ s specific social media marketing,and concludes In terms of leveraging the effectiveness of social media marketing.It has reference significance for other production-oriented foreign trade enterprises in China.The fifth part is aimed at the difficulties of production-oriented foreign trade enterprises in China in using social media and the successful inspiration of Pleasant Company.This article proposes corresponding marketing strategies and guarantee measures based on the well-known 4P theory plus service strategies.The marketing strategy is as follows: First,in response to the problems of serious product homogeneity,low technical content and added value,and the disconnection between social media marketing and production,production-oriented foreign trade enterprises must customize their production and Upload the production process and products to social media,and also increase brand awareness.In terms of price strategy,due to the different industries and products of the company,the target income pricing method is adopted.To address the insufficient potential of social media,online and offline integration can be adopted,and linkages with other media can be used.With regard to promotion strategies,in order to solve the problem of difficult and persistent information dissemination in the process of production-oriented foreign trade companies using social media,production-oriented foreign trade companies improve social media high-quality content marketing,conduct regular marketing activities,and use key opinion leaders for promotions.In addition,this article also provides safeguards for marketing strategies.Finally,the article sorts out the conclusions.Social media is still in a fast-rising channel.Production-oriented foreign trade enterprises should pay attention to this trend early,make corresponding adjustments and layouts from development strategies,and make full use of social media marketing.