Research On Social Media Marketing Strategy Of W Software Company

From the initial development of the internet till now,online marketing has gradually stimulated the rise of digital marketing.The network communications technology is upgrading from 4G to 5G,which will accelerate the digital transition of products,services,market as well as channels.The traditional one-way communication of online marketing can't meet the needs of the era of Web 2.0 and Web 3.0,that is,the latest technology of internet development.Companies take “consumer-oriented” as the new value through the transformation and adjustment of overall marketing strategy.Social media marketing is one of the marketing methods in the field of digital marketing,which has the attribute of “social network” and pays attention to the value of consumer interaction.It will also stimulate the online marketing to a new stage.The statistics released by Instagram,till March 2020,600 million users have searched the world's latest products via Instagram.The interaction rate of Instagram is 2.2%,and the advertisements pushed via Instagram has reached 928.5 million users.This paper is based on the changes in multimdia technology and applications,and the market demand in the multimedia software industry will also change accordingly.Taking W company as the representative of multimedia software industry,this topic aims to research how to apply social media marketing methods to achieve online precision marketing on social media platforms.W company is dedicated to the global market and innovative software research and development.It is necessary to find target users on the mainstream social media platforms,including Facebook,Twitter,Instagram,and You Tube which could meet the marketing needs of the W company.That is,reducing the inaccurate marketing on these platforms.To begin with,explain the situation of W company's social media marketing.(1)An overview of the company's social madia status,including resources,marketing and team.(2)Using Porter' five forces model to study the competitiveness of the industry.The three giant competitors are selected to compare with W company.And the analysis is carried out from the aspects of financial revenue capabilities,products and services.Furthermore,further comparison are made from the bargaining power of potential competitors,substitutes,suppliers and buyers to discover the advantages and disadvantages of W company in the multimedia industry.Second,the paper applies a questionnaire research method to collect data on the social media marketing analysis of W company.The analytic hierarchy process,AHP for short,is applied to classify and compare the influencing factors of W company social media marketing.Then,discover the company's existing marketing issues from the data and then conduct a corresponding analysis of the root causes of the problems.The next step is to carry out the optimization design of W company's social media marketing strategy.Aimed at the marketing strategy optimization target,4R theory is helpful for designing strategy.Also the implementation plan of strategy impovement is proposed.Last but not the least,the implementation and guarantee of W company's social media marketing are proposed.In terms of the implementation goals,guarantee measures are given from technology,human resources and corporate culture,which offer favorable conditions for the social marketing strategy.It is important to empower software companies to innovate in digital marketing models in the new era of internet digitalization.Meantime,it serves as a reference for social media marketing of other companies in the multimedia software industry.