| With the rapid growth of the internet and social networking in China,social media has become an essential and indispensable tool in daily life,which produces a shift in consumer behavior.Therefore,consumers no longer confined to traditional media such as television,newspapers and magazines to obtain information,but gradually relying on social media platforms to actively obtain and share information.Thus,more and more companies have turned their attention to social media and applied it to the marketing.Social media marketing has become the mainstream marketing method for many companies,especially in the FMCG industry like coffee.In recent years,the domestic coffee market has been developing at a rapid pace.Due to coffee increasing,coffee consumption becomes more and more robust and demand,and the number of coffee companies increases dramatically.It leads to intensify competition in the market.Yunnan FC Coffee Company,one of the leading companies in Yunnan’s local coffee industry,launched social media marketing in 2020.Although it has achieved some success,sales growth has slowed down with low market share and awareness since 2021.Overall market competitiveness cannot compare with that of well-known coffee brands at home and abroad.This paper takes Yunnan FC Coffee Company as the research target,enhancing the company’s social media marketing strategy for its development in the market.Firstly,we analyse the relevant literature and theories for social media and coffee marketing,and employ the AISAS consumer behaviour model as the theoretical framework to study and combine it with theories related to social media marketing.Secondly,we analyse the social media marketing environment and the current situation of FC Coffee,using the PEST analysis method to conduct a comprehensive analysis of the macro environment in which the company is located.We use the Porter’s Five Forces model to analyse the coffee industry environment deeply,and to introduce the current marketing situation of the company in detail to clarify the current situation of the company.Moreover,a questionnaire survey is adopted to investigate the effectiveness of FC Coffee’s social media marketing and analyse its main problems,using the AISAS model to design a questionnaire.In this way,we obtain a complete understanding of target audience’ preferences and provide a factual basis for subsequent improvements to the marketing strategy.Finally,the five stages of the AISAS model are used to suggest ways to improve the marketing strategy for the existing problems.The analysis of the current situation reveals that FC Coffee’s social media marketing model is still in the exploratory stage and lacks a scientific and reasonable marketing strategy to guide its practice,which has led to a low market share and awareness.The results of the questionnaire survey show that FC Coffee has different degrees of problems in all dimensions of the AISAS model:(1)The marketing content is not attractive and the marketing reach is low;(2)The marketing activities lack interactivity and it is difficult to stimulate consumers’ interest;(3)The value of the search content is low and it is not conducive to promoting purchase conversion;(4)The purchasing experience of consumers is not appealing and there is a single purchase channel;(5)Consumers’ willingness to share is low,making it difficult to form secondary word-of-mouth communication.To address the above issues,the AISAS model suggests specific marketing strategy improvements based on five behavioural stages:(1)Based on audience demands,grasp the habits of social users and regular posting frequency to improve the effectiveness of content marketing,attract consumers’attention and increase the marketing reach;(2)Use interactive activities to stimulate consumer participation and interaction,to enhance consumer interest;(3)Leverage quality opinion leaders,user-generated content and enhanced word-of-mouth management awareness to increase the value of search content,thereby promoting consumers’ willingness to purchase;(4)Improve customer service,establish dedicated feedback channels and open up online and offline channels to enhance purchase conversion rates;(5)Strengthen material incentives to drive users’ social sharing,attach importance to relationship maintenance to promote word-of-mouth referral behaviour,and enhance customer loyalty by meeting personalised needs to expand word-of-mouth communication.The above countermeasure suggestions can provide guidance for FC Coffee to improve its social media marketing strategy,expand its market share and enhance its market competitiveness.It also has some reference value for the development of marketing strategies for the same type of local coffee enterprises.Meanwhile,it has some theoretical supplementary significance to the research in the field of social media marketing strategy. |
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