shichun wang the application of social media in enter
TRANSCRIPT
Shichun Wang
The Application of Social Media in Enter-
prise Marketing
International Business 2019
2
VAASAN AMMATTIKORKEAKOULU UNIVERSITY OF APPLIED SCIENCES International Business ABSTRACT
Author Shichun Wang Title The Application of Social Media in Enterprise Marketing Year 2019 Language English Pages 47 Name of Supervisor Thomas Sabel The innovation of Internet technology and the popularity of mobile terminals have spawned social media in China. Social media is represented by Weibo, WeChat, Forum for example. Together they have created a new era of marketing. The typical applications in China are Weibo, Forum, WeChat, and Podcast.
End-users on the network can communicate on this open network space. This change not only gives users a huge space for interaction, but also gives them a strong ability to spread and even create content, and directly conveys the right to speak to the public. Social media is characterized by openness, communication, participation, dialogue, community, and connectivity.
From the analysis of customer purchase behavior, it is necessary to conduct social media marketing methods to analyze the influencing factors and mechanisms of consumer purchasing behavior, which can lay a foundation for better social media marketing. Based on the context of social media marketing, this thesis paper com-pares the difference between traditional media and social media and proves how to use social media in corporate marketing according to the characteristics of so-cial media, based on the connotation and characteristics of the case for Travel Agency.
Finally, this study gives suggestions and marketing strategies for problems and fu-ture development, which can better promote social media marketing in enter-prises.
Keywords Social Media, Enterprise Marketing, Consumer’s Purchasing Deci-sions
CONTENTS
ABSTRACT
1 INTRODUCTION ............................................................................................ 6
1.1 Research Aim and Background ................................................................ 6
1.2 Research Content & Method ..................................................................... 7
1.2.1 Research Content .......................................................................... 7
1.2.2 Research Method ........................................................................... 7
2 THE CONCEPT OF SOCIAL MEDIA & CUSTOMER BUYING
DECISION ............................................................................................................ 10
2.1 Definition of Social Media ...................................................................... 10
2.1.1 Classification of Social Media .................................................... 11
2.2 The difference between social media and traditional media ................... 13
2.3 Consumer buying decisions on social media .......................................... 16
2.3.1 Consumer purchase decision ....................................................... 16
2.4 Consumer purchase decisions on social media ....................................... 17
2.5 The impact of social media on customer purchasing decision processes 19
3 APPLICATION OF ENTERPRISE SOCIAL MEDIA MARKETING ........ 22
3.1 The definition of Enterprise social media marketing .............................. 22
3.2 Characteristics of Enterprise Social Media Marketing ........................... 22
3.3 The advantages of using social media marketing ................................... 23
3.4 The application of social media marketing in different kinds of
enterprises ....................................................................................................... 25
4 THE VALUE OF ENTERPRISE SOCIAL MEDIA MARKETING ............ 26
4.1 The practical value of Enterprise Social Media Marketing .................... 26
5 CASE STUDY - COMPANIES USE SOCIAL MEDIA TO ACHIEVE
MARKETING EFFECTIVENESS ....................................................................... 29
5.1 Introduction ............................................................................................. 29
5.2 Designing a social media strategy ........................................................... 30
5.2.1 Show your business style and improve marketing probability
through the official website .................................................................... 30
5.2.2 Choose an Internet social media platform that is suitable for your
own business ........................................................................................... 31
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5.2.3 Create a live video to attract fans ................................................ 32
5.3 Marketing solutions with the combination of online platforms, offline
sales, and social media ................................................................................... 32
5.4 Advancement of social media marketing ................................................ 33
5.5 Real-time monitoring and regular data analysis ..................................... 34
5.6 Share social media channel works with team members .......................... 35
6 PROBLEMS AND SUGGESTIONS IN ENTERPRISE SOCIAL MEDIA
MARKETING ....................................................................................................... 36
6.1 Problems in the use of Social Media Marketing in Enterprises .............. 36
6.2 Strategic suggestions on Enterprise Social Media Marketing ................ 37
7 THE DEVELOPMENT AND FUTURE OF ENTERPRISE SOCIAL MEDIA
MARKETING ....................................................................................................... 40
7.1 Integration of Enterprise Social Media Marketing with big data ........... 40
7.2 Diversification of Enterprise Social Media Marketing ........................... 41
7.3 Social Media Marketing under Virtual reality Technology .................... 41
8 CONCLUSION .............................................................................................. 43
8.1 Reliability of the results .......................................................................... 43
REFERENCES ...................................................................................................... 45
LIST OF FIGURES AND TABLES
Figure 1 Social Media Platform Distribution Map……………………………p11
Table 1 Comparison table between traditional media and social me-
dia …………….……………………………………………………..p14
Figure 2 Transformation chart from AIDMA purchase Mode to AISAS purchase
Mode…………………………………………………………………p17
Figure 3 A survey of factors affecting online shopping behavior of online buyers
across the world………………………………………………….…. p19
Figure 4 The stable growth of internet users and internet penetration rate from 2014
to 2018………………………………………………………………. p31
Figure 5 Main collaborative social media platform…………………………... p33
Figure 6 Statistics on the number of tours from 2014 to 2017…………………. p34
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1 INTRODUCTION
1.1 Research Aim and Background
Today, social media is becoming a crucial part of our daily lives. It not only satisfies
the communication demands of people but also changes the way a lot for people to
obtain information online. Social media relies on its natural characteristics like high
openness and interactivity, as well as searches for information, which can affect the
public, for example, their consumer behavior. (Zhang Miao 2014)
In the new marketing era, enterprises are beginning to utilize social media platforms
to cater to the need of customers, to initiate communication with the consumer,
which offers a good way to enhance a strongly relationship with them (Mayfield A
2008). Today, most consumers are proactivity on various social media platforms,
focusing on companies and brands as well as sharing and interacting with friends
around them. The public tries communicate interactively and they can acquire prod-
uct information to join the brand activities and to start the process of purchasing.
Finally, consumers can give feedback when consuming items. In this time, social
media play a diverse role in this process, assuming the responsibility for the mar-
keting and customer service department. McKinsey & Company (2012) has after
analyzed that China has the biggest social media channel in the world and it has a
huge influence on the purchasing decision for the Chinese customers. Whether it is
Weibo, Renren, or WeChat, which has emerged in recent years, these companies
are popular in the marketing strategies of many firms.
Thereby, it is the key for an enterprise to use social media how to select appropriate
products on the network platform, how to make a deep impression on the marketing
strategy, and attract potential consumers as well as find exact target customers ,
which can fulfill an effective two-way communication between business and con-
sumer in social media marketing. (Tian Diqiang & Li Zhi. 2018(14))
A successful social media marketing method can better assist a corporation to ap-
perceive customer buying behavior that attains more user information. It designs
the service catering to the demand of customers, especially the "private design"
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products, it can achieve precision marketing, making more people who become the
product buyer and product buyers become loyal followers, to provide impetus for
enterprises to have a greater competitive advantage and competitive force for them.
1.2 Research Content & Method
The research contents and method will be introduced in the following.
1.2.1 Research Content
This thesis starts with the customer purchase decision-making in social media. The
paper carries out an in-depth investment of the impact of social media on people's
purchasing behaviors.
This paper analyzes the application of media marketing in different enterprises,
compares the traditional media marketing methods, and looks into the advantages
and real value of social media in today's society. In addition, I will look to the prob-
lems that enterprises can have when using social media and put forward suggestions
and strategies for their future development.
1.2.2 Research Method
This study uses qualitative analysis (Perspect Clin Res. 2013), which mainly in-
cludes literature analysis and case study analysis. It examines the impact and func-
tion of social media on enterprise marketing from the views of theory and practice
and selects an example of using social media marketing strategy to obtain profit
growth by Wan Mei Holiday Travel Agency. Summing up the best strategies in the
marketing that are suitable for a service-oriented small and medium-sized business
will not only help to show the universality of the research through the particularity
but also help to put the special problems into practice through the original universal
application. And analyzes on the effects of social media on market. Consumer buy-
ing decisions is also included on the study.
8
By carried out literature analysis mainly concerns the collection and identifica-
tion and through the study of documents, the formation of scientific knowledge of
facts. Literature analysis is an economical and effective method of information col-
lection. It obtains work information through systematic analysis of existing litera-
ture connected with work. It is used to collect the original information of work and
prepare the first draft of the task list. (WILLIAM W, 2005)
The objective of document analysis is to identify the contents of the analyzed doc-
ument. Generally, step can be divided into two steps :(1) firstly, find out the topics
discussed in the literature, and then further find out what aspects of the specific
issues discussed; (2) various concepts are use the literature, and then the relation-
ship between them is further analyzed, so as to form several complete themes.
(WILLIAM W, 2005)
- Analytical information:
The survey results analyze and judge to form the theme concept. It consists of five
steps: (1) Determine the topic. In the process of literary analysis, we need to quickly
browse literature and find effective information points from a large number of doc-
uments. Through the collection and collation of related resources in the library and
online, and reading a huge amount of relevant literature on social media marketing
(2) Literature collection. Because of the incompleteness and lack of coherence of
the information in the literature, we should mark them one by one and get them
clear as the key issues in the compilation of the work analysis outline.
(3) Sorting out the literature. For the work content and performance standard im-
plied in the literature, we should dig deeper and prove it in the subsequent analysis.
(4) Write the first drafts.
(5) Revision and finalization.
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A Comparative study is carried out through the comparative analysis of the simi-
larities and diversity between enterprise social media marketing and traditional me-
dia marketing, and comparing two different marketing methods, we can discover
the new feature and advantages of enterprise social media selling and in the process
of their purchase decision.
The Observation and research method is based on the personal experience and
observation of social media (Weibo, WeChat, Renren) marketing, research, and
analysis to analyze.
The case study analysis method selects the representative enterprise social media
marketing case and analyzes its use one or more social media platforms to carry on
brand promotion, communicate with the consumer, establishes a good relationship,
shapes the brand image. The aim is that we can obtains the certain marketing effect
or achieves the marketing goal to assists and support the research on this topic.
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2 THE CONCEPT OF SOCIAL MEDIA & CUSTOMER BUY-
ING DECISION
2.1 Definition of Social Media
The term of Social Media was coined by Antony Mayfield (2008) an earlier scholar,
who claims that social media is a general term for tools and platforms that allow
people to freely convey opinions, experiences and express their perspective views.
Meanwhile, it is a highly interactive platform created by mobile technology and
web technology, through which individuals and communities can share, create, dis-
cuss and modify the original content (Kaplan & Haenlein, 2010) [87]. It has become
an important way for people to create, share and exchange information and opinions
in online communities and interpersonal networks (Evans & Krauthammer, 2011)
[99]. Communication scholar Andreas Kaplan (2010) believes that social media is
a network application based on the technology and ideology of web2.0, which al-
lows users to make and commute based on producing content themselves.
The communication of social media needs to take the form of dialogue rather than
a monologue. Contributors must be people rather than organizations. Honesty and
transparency are fundamental to this process. (Dion Hinchcliffe 2007)
In terms of the variance between the social medium and the traditional medium, the
interplay communication of social media is transparent and diverse. Users decide
what to publish based on intuitive feelings and experience. Communication on this
platform is real-time, and people can use flexible language to list details, accompa-
nied by a positive user experience. While traditional media, like news, TV, and
journals, that is a kind of communication singly. These patterns are not public. The
content is official and professional and requires a lot of time to revise and deliberate.
This platform often receive money and controlled by people, information is pro-
cessed and arranged in advance, the characteristic is top-down, multilingual, and
the user model is passive. (Hausman 2012)
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The domestic researcher (Shujuan Guo, 2008) deems that social media is defined
in terms of trends and technologies: as for development, social media is not a tradi-
tional business or a media system, but people who use human-based online com-
munication platforms to get what they want. In Facebook, for example, users often
are the publishers and the audience. As from the technical perspective, social media
is the tool and services that help those networks. In general, using social media is
free, or low in cost and social media hubs can be customized for each customer.
Depending on the features of social media, it means that social media is an online
space for socializing and spreading information. The so-called is socializing me-
dium includes BBC, the content community, the dating community, blogs as well
as the podcasts. Social medium breaks through the traditional media, making media
personalized. Compared to one-way communication of traditional medium, Web2
technology supports the interaction of social media. All users are content makers,
transmitters and modifiers in a social medium. A key prominent feature is dialogue,
communication, sharing and community. (Shujuan Guo, 2008)
2.1.1 Classification of Social Media
Users can show their own views and experience spontaneously on virtual space.
The existing social media platforms in China mainly include Weibo, WeChat and
portal. In recent years, social media has developed dramatically on the foundation
of the Internet, and the information it carries has changed an essential part of people
using the Internet. It spreads a topic in person, as well as appeals to the attention of
conventional media. (Yu Yiheng 2015)
In the development of Internet technology and tools, people can share information
and solve problems at any time. By constantly extracting information, they can ef-
fectively reach a consensus on a topic. The influence of social media is significant.
(Yu Yiheng 2015)
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Figure 1 Social Media Platform Distribution Map
Figure 1.1 shows that social media can be separated by various types. There are
some common analysis of social media types below:
Blog: the blog is the oldest form social media, it has the name "citizen journalist",
also known as Internet diary. It is a type of website that is usually managed by
individuals and unscheduled shares some issues. Bloggers do not need to be pro-
fessional journalists, but they can write and publish news. Sina, NetEase, and Sohu
are the major blog networks in China.
Weibo: It is the abbreviation for microblogging. There is the famous Twitter in the
world and there is a popular Sina Weibo platform in China. In general, Weibo and
blogs are similar. You can use them as a bystander to browse the information you
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are interested in. Meanwhile, you can also publish content for others to consider.
However, because the content that can be published has a limit of 140 words, it is
shorter. So, it is named Weibo. Micro communication is the first social media to
perfectly combining interpersonal communication and mass communication. (Yang
Guang 2012)
Network community is usually referred to as the forum, but the network commu-
nity is the form of most social media. A network community is a group of people
who have interests, experience, or goals in common and who have a variety of con-
versations. This community formed by chatting room, electronic network, forums,
newsgroups, etc. Members of the community exchange, acquire and share infor-
mation. The main trend in the future of the Internet is a community.
A Social networking site is an Internet application service that helps people build
social networks, otherwise known as Social Networking Service (SNS). The func-
tion is to socialize, build and develop relationships.
A Video sharing website refers to a website that provides online services for online
distribution, sharing of video products to internet users when the technology plat-
form is relatively complete. The Internet and photographic equipment has gained a
relatively large popularity, which has made video short-form information popular
and popular. This allows Internet users to move from traditional recipients of infor-
mation to information publishers, allowing information to be gradually transferred
from television to computer screens. Compared with the "authority" of television,
the environment created by the network video website is freer and more personal-
ized. (Yu Yiheng 2015)
2.2 The difference between social media and traditional media
Social media is relatively speaking. It gathers the relationship between the sender
and the receiver of the information and builds a platform of mutual connection
(Reitz A 2012). The ultimate support point of sending a platform is the Internet
platform, through which information transmission can be realized from the older
physical transmission path to the present real-time transmission. (Chen Wei 2014).
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There is no obvious boundary between participants and media information receivers
and disseminators, which to helps the organic combination of relevant media and
specific individuals. At the same time, it also gathers various life platforms and
presents the information on this platform in countless forms. Explicit forms include
original text and images, various visual frequencies, and so on. We need to know
the difference between social media and traditional media to better understand the
meaning of social media. There are some differences below. (Chen Wei 2014)
(1) Popularization of communication subject.
In traditional media, professional anchors and reporters are the transmitter of infor-
mation, which achieves the target audience through retransmission. The final re-
ceived information is not the original information, but it has a strong personal emo-
tion. The target audience is not the main part to receive this information, because
the emergence of social media has changed the traditional way of media communi-
cation. Compared with traditional media in the past, we know that there are unlim-
ited on social media. The high standard access conditions of traditional media are
almost non-existent here. Besides, social media is generally free of charge. Every-
one can become a disseminator of information and takes the initiative to dissemi-
nate information in his own hands. (Manfred Bruhn & Verena Schoenmueller &
Daniela B, 2010)
(2) Expanded the breadth and depth of information dissemination
Spreading breadth and speed: Social media often has the characteristics of fissile
communication, because everyone can be mass media. Because of this self-media
attribute, communication is no longer parts just point-to-point but instead becomes
fission. The spread of each person is acting as a recipient of the information dis-
semination path and at the same time assuming on the role of the communicator.
Therefore, as long as the number of people involved is sufficient, the spread of
social media is faster.
Propagation depth：First and foremost, relationships are fundamental in social me-
dia communication. People trust each other, and the information you see on TV is
15
certainly less reliable and easier to receive than the information your friends send
you. Then, enterprises can interact with consumers efficiently on social media, such
as solving consumers' needs and getting consumers' feedback, so that enterprises
can effectively shorten the relationship with consumers. In traditional media, this is
more difficult, at least enterprises will have to invest more money. (Manfred Bruhn
& Verena Schoenmueller & Daniela B 2010)
(3) Diversity of media forms
Traditional media usually use characters and images to convey information, while
in social media, unlimited use of information can be realized based on the above
media information. Previously, popular social media included: for example blogs,
WIKI and SNS.
(4) Flexible content:
As for the features of the traditional media, it finds the contents published for the
first time hard to modify. Whether it needs to alter message, it has to be edited for
the second. The content of social media can be changed or deleted by its users. The
posted content is flexible, but the degree of truth is relatively low.
Traditional Media Social Media
It is usually an official communication agency, and information is produced by the people who make it. The public cannot produce information
The public is the producer, distributor and transmitter of information
Information is spread one-way, the au-dience can't express their opinions, and the publishers can't get feedback
Information flows in both directions, and the public can participate in the opinion of the reader. Information spreads and changes at the same time. Publishers get feedback
Publisher completely controls the ex-istence and the significance of infor-mation
The significance is determined by the public's preference. The public be-comes the Master of Information and has a certain influence of public opin-ion
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For a large audience, but the connec-tion between individual audiences is small or even non-existent
Audiences are closely connected with each other and have certain social rela-tions
High resource investment (people, net-work, equipment, etc.), high risk
Personalization, low cost
Table 1 Comparison table between traditional media and social media
2.3 Consumer buying decisions on social media
Consumer purchase decision-making deals with the consumer to meet a certain
need of people, under the control of a certain purchase motivation to analyze and
evaluate the attributes of a product, brand or service and make a purchase plan.
2.3.1 Consumer purchase decision
Consumer purchase decision is an active process of post-purchase evaluation
(Wang Xiaozhan 2013). The four main groups of common consumer purchase de-
cision model are presented below:
(1) Nicosia Model
Consumers' purchasing decision is divided into four parts: first and foremost, peo-
ple obtain the news and have their understanding of advertising and other media.
Secondly, consumers conduct an assessment for basic products through collecting
product information, which created purchase motivation. Thirdly, making a pur-
chase motivation turns to practical action; Fourthly, when using the product to make
a good impression and suggestion, and give feedback to the organization. It makes
evaluation of purchasing analysis and buying behavior based on the product. (Nic-
osia Model of Consumer Behavior, 1966)
(2) Kotler behavioral models
This model demonstrates that consumers' purchase behavior has both the impact of
marketing and external factors. In addition, customers have different psychological
activities. In the whole process, customers will generate purchase motivation and
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psychological activities for the product, which promotes the purchase decision. Fi-
nally, customers' choices on products, brands, dealers, purchase timing and pur-
chase quantity will be formed. (Behavioral Models for Analyzing Buyers, 1965)
(3) Howard and Sheth model
It is estimated that input factors and external factors are the stimulus of purchase,
which influence the psychological activities of buyers (internal factors) by evoking
and forming motivation, providing information about various options. Consumers
are stimulated by external factors, accepting information and arousing consumer
motivation. A psychological reaction is to the choice of products, to form their at-
titude and ultimately produce the results of the purchase. Meanwhile, the consum-
er's feelings when using after its purchase will affect their next purchasing decision.
The focus of this model is to consider consumer purchasing behavior in four aspects,
namely stimulus or input factors, external factors, internal processes, and reflection
or output factors. (Howard Sheth model of consumer behavior 1970)
(4) EBM mode
The EBM model is a further development of the EKB model. When there is a great
difference between the actual situation and the expected situation of customers, they
will have the perception of the appeal, search for information and satisfy the appeal
when they are aware of the need. Meanwhile, they will form their judgment princi-
ples and alternative possibilities according to the information they retain and the
external information, and consider the brand they want to consume in advance, to
finally realize the consumption behavior
2.4 Consumer purchase decisions on social media
The evaluations on brands and products on social media have an impact on con-
sumers in the purchasing decision process. The evaluation can reduce purchase
risks to support the customer to make the best purchasing decision.
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In 2005, the Japanese Dentsu Group put forward a new model of consumer behavior
in the network consumption environment-AISAS model: Attention, Interest, Search,
Action, Share. (Figure 2)
Figure 2 Transformation chart from AIDMA purchase Mode to AISAS purchase
Mode
It is a beginning for confirming a requirement, which is stimulated by internal and
external elements together. As the friendliest platform, social media can accumulate
consumer demands and monitor consumers' attitudes. The company can transform
information into some activities or popular events that consumers are interested in
to hook their attention and interest. When the consumer gets involved, it is a good
way for them to search online actively and integrate various online and offline ac-
tivities to promote consumers to buy. During this process, the consumers are not
just a buyer, they are listeners, content disseminators, critics. Consumers are em-
powered and inspired, and they are connected and closer to companies. In the pro-
cess of continuous information exchange, potential consumers are more decisive in
confirming the need for a product.
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When consumers identify the need, they must search for merchandise information
actively. Consumers can find more sources of data on social media platforms. Cor-
porations are building multiple transmission channels that enable the public to pay
attention to their merchandise. It plays an important role in social medium.
Proprietary media is associated with the social media that interact with enterprises.
This includes for example Weibo, WeChat and APP terminals. In this way, brand
information can be effectively spread. Besides, such information can be continu-
ously spread in the form of geometric multiple growths, so that increasing the num-
ber of potential consumers can participate in the new attention and improve the
decisiveness of people’s actions.
The most important element function is Share because it affects the post-purchase
behaviors, customers can give feedback in this process. After buying products, con-
sumers have a range of post-purchase behaviors based on their satisfaction with the
purchase. Social media pays more attention to word-of-mouth sharing, because the
communication of product information can affect consumers' attitudes towards
brands and products. Hence, as a company, improving the consumer's post-pur-
chase experience is the top priority of the entire marketing process.
2.5 The impact of social media on customer purchasing decision processes
PricewaterhouseCoopers (PwC) investigated 22618 online buyers over the age of
18. Respondents indicated attending social networking events at least once a year.
45% of online buyers reflected their shopping behavior was determinate by factors
such as comments and feedback on social networks, and 44% of them said the dis-
count products they received would affect consumption behavior. In addition, ex-
ploring ads on social media and interacting with brand public relations also directly
lead to consumer buying behavior. (eMarketer 2015)
20
Figure 3 A survey of factors affecting online shopping behavior of online buyers
across the world. (eMarketer 2015)
(1) Easy to cause consumer demand
Identifying requirements are the beginning of all purchasing decisions. In this stage,
it is important to attract consumer attention and habit. Enterprises can use online
platforms that communicate with the consumer, and they can monitor the database
and collect consumer needs and arrange interesting activities to motivate consumer
purchasing requirements.
(2) Consumers collect more merchandise information
When the requirements are confirmed, consumers seek for product features. Con-
sumers can gather more details about the product on social media. This information
21
directly confirms whether the consumer's consumption behavior occurs. Conse-
quently, enterprises take advantage of social media to properly manage the infor-
mation and products on the platform to promote consumers' purchasing decisions
(3) It is easier for an enterprise to collect more evaluation plans
In the marketing process, it is meaningful to collect the users’ evaluations. On social
media, enterprises can develop a series of promotion plans and improve market
strategies based on the feedback, suggestions, and sense of use of brand products
from their online names to avoid some mistakes.
(4) Consumers' post-purchase behavior has a huge impact
Consumers will correspondingly make post-purchase behaviors after purchasing
the product, and all post-purchase behavior depends on the satisfaction with this
purchase. Some of these evaluations are positive and some are negative. However,
badness evaluations will directly reduce consumers' trust in the brand, and then di-
rectly affect the product's public reputation. Thus, enterprises must strengthen eval-
uation management in the post-purchase stage and eliminate the negative evaluation.
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3 APPLICATION OF ENTERPRISE SOCIAL MEDIA MAR-
KETING
3.1 The definition of Enterprise social media marketing
Social media marketing can also be called social group marketing, which generally
has two meanings. One is the marketing promotion of social media in its forms,
such as the promotion on Renner, WeChat, microblog, and other platforms. The
other is the marketing of products and services by enterprises or personal help on
social media to fulfill business goals or other specific purposes. (Dave Evans 2010)
3.2 Characteristics of Enterprise Social Media Marketing
With the popularity of a new media network, social media marketing has become a
tool used by an organization. Whatever the size of the business, social media mar-
keting has advantages that traditional marketing does not have due to its low cost,
precise positioning, the exact segment targeting, strong interaction, and comprehen-
sive data receiving. (Dave Evans 2010). So, it is very popular in today's corporate
marketing.
Corporate new media marketing uses are a WeChat official account, the Weibo en-
terprise version and an Alipay enterprise account as promotional platforms. Mar-
keting purposes are achieved through the use of official accounts and related busi-
ness content and interactions posted by social platform users. It has the following:
(1) Self-mediation. Most customers who are not only the audience group are con-
cerned about the products of enterprises, but also the principal part of marketing.
By actively joining in the marketing process, they re-create and polish the con-
tent published on the Internet to attract more potential customers. (Wang Jing
2017)
(2) Interactive. Enterprises will not extend to people in one-way communication,
but carry out dialogues with them, strengthening the interaction and communication
between the business and the consumers. (Jim Tobin, Lisa Braziel. 2008)
23
(3) Full mediation. During the entire mode of using social media marketing, busi-
ness and users can utilize technical support to describe products by using photos,
videos, and other media channels. This way that potential customers can understand
products more easily and emphasize on goods themselves. (Tian Diqiang 2018)
(4) Trust. The unique natural features make it easier for companies to acquire the
trust and reputation of consumers in the marketing process. Consumers spontane-
ously become an integral part of corporate publicity, which builds a bridge for po-
tential consumers to generate trust in the business. (Tian Diqiang 2018)
(5) Relevance. Under the environment of the Internet, social media presents a
strong relevance. For instance, the new media platforms integrated with traditional
media to achieve a wider transmission an effect through WeChat, Tencent and
Weibo. (Wang Jing 2017)
3.3 The advantages of using social media marketing
With the development of information technology, the Internet and social media is
multiple marketing channels can be used as brand construction, customer relation-
ship management, customer service, user research, promotion information channels,
paid advertising channels, and other functions of a variety of marketing work, in-
cluding brand innovation (Nguyen, 2015). Based on the global impact and person-
alization of the Internet, social media has become a powerful global advertising
medium. Research found that marketing practitioners have classified social media
as the primary channel for brand building (Pomirleanu 2013). So social media mar-
keting shows some positive influence summarized in the following.
1. Social media can locate precisely the potential target customers. It can remove
the inconvenience involved in and capacity within the privacy of users, users of
social networks have mastered enough material through public open customer
information and material. Social media has enough personal information, infor-
mation in the database, in the larger companies can suit the remedy to the case
of any personal, precise transmission to realize the information transfer, direct
put yourself wants to convey information directly pushed to specific people.
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Also, the rapid promotion of interlinked networks makes the Internet an im-
portant means to promote marketing, especially in the easy statistics and analy-
sis of the geographical location of consumer groups. This kind a positioning
system is an attribute. Now each kind of information is timely and effective
releases, to improve the success rate of this kind of marketing. (Carnegie Mellon
News 2012)
2. Social media can effectively bridge the gap between social users and enterprises.
Social interaction allows customers and enterprises to establish interactive ex-
perience so that consumers can better feel the enterprise's products, and even
consumers can tailor products so that consumers can enjoy shopping for happi-
ness and comfort. At the same time, consumers give feedback information or
put forward suggestions on the product, so that enterprises can timely change
their products and constantly improve their products. Indirectivity or timeliness
is poor, even in the feedback or opinion presentation platform for website voting
on the office network. It has also seen feedback and comments from users suc-
cessively.
3. Enterprises can make full use of the user data characteristics of social media to
conduct market information and low-cost public opinion guidance. With the ad-
vent of social networks, the characteristics of human data contained in social
networks are developed and improved. If enterprises or organizations can work
to organize personal data in social networks, enterprises will have more core
competitiveness in future competition. First of all, to accurately dig the potential
demand of users, enterprises can collate, and analyze the data of people on so-
cial platforms, to fully consider the characteristics of products in the develop-
ment process. Secondly, enterprises can realize cost prediction or feedback
through social media. The adjustment of enterprise marketing risk, and should
involve the public opinion, to effectively avoid the possibility of enterprise
brand crisis to take place and spread.
25
4. Social media enterprises can build low-cost organizations through the construc-
tion of the network platforms. There are a variety of ways to build their products
hardcore fans for their own enterprise service. With the help of the public infor-
mation platforms of social communication media, we can quickly find individ-
uals or organizations that are highly influential in the opinions of ordinary peo-
ple. Through the effective application of these people or organizations, it is pos-
sible to achieve high sales performance.
3.4 The application of social media marketing in different kinds of enterprises
In this paper, I study production enterprises and sales enterprises as examples to
investigate the utilization of social media in marketing (Zhang Miao 2014). The
marketing differences between manufacturing enterprises and sales enterprises are
as follows:
Firstly, different companies have different marketing directions. The focus of a
manufacturing company is on the product itself, which is how to design products
that catch the eye of potential consumers. The marketing focus of the sales business
is to bring the existing merchandise to the market and realize the product and sales
value.
Secondly, the marketing object of two enterprise is different. The market target of
production enterprises are either the final consumers or sales enterprises and the
end customers. A production organization has to let a sales company on their behalf
to understand the products they produce and believe that the reduce can react a good
sale this way
Thirdly, the focus of marketing of two enterprise is different. A production-oriented
organization focusses on merchandise publicity. Consumers know that the products
are launched or are going to enter into the market and make an effort to guarantee
perfect post-purchase behavior of them to keep a positive cycle. On the other hand,
they are browsing the product to generate interest and implement buying behavior.
Hence, the sales organization wants to make the customer focus on the organization
itself. After that to focus is on goods sold by the enterprise.
26
4 THE VALUE OF ENTERPRISE SOCIAL MEDIA MAR-
KETING
There is advanced technological innovation in the information era. The marketing
method and media of enterprises are always evolving. We know about the early
days of the original paper media to the gradual replacement of the mass media.
Every marketing approach and value is quite different. The main difference is that
technology has made advertising more accurate. In the paper media, users choose
to accept the advertisements they have interested in. In the public media, it is diffi-
cult for people to stop browsing advertisements they are not interested in. However,
in the network media, we can completely receive the advertisements we like and
want to know, which is realized through the big data technology of social media.
4.1 The practical value of Enterprise Social Media Marketing
(1) Show your brand
The effect of word-of-mouth communication is huge. It closes to public life and is
intimately associated with our interpersonal communication. Everyone's life is in-
dissociable from communication with others. In diverse types of advertising com-
munication, we are liable to believe word-of-mouth recommendations from our rel-
atives or friends. We will try some products that our friends have recommended
with curiosity because what friends show is close to our lives and practices. There-
fore, social media can more accurately reach the target browsers and maximize the
impact of advertising.
(2) Create a loyal customer group
Through using an online marketing strategy for target customers to establish a com-
mon circle, which allows followers to get value. We can bring interesting infor-
mation and commercial news for the consumers. Thereby, social media is a window
for businesses to provide information quickly. First of all, consumers get authorita-
tive news for the first time through social platforms, which will help enterprises to
27
gain customers' trust and respect because these two are the significant factors of
their purchase decisions.
(3) Optimizing the level of customer service
In the traditional way of communication service, it was one-to-one telephone con-
versation through a phone call, while when connect to share news with enterprises
online, everyone can see it on the network to make sure the consumer can receive
the responses from the business. As a result, the business can take some measures
to deal with based on these suggestions from the customers. So, if there are a good
customer service personnel in the company, they can immediately address the cus-
tomer's concerns when they see these comments. It is also an important opportunity
for an enterprise to establish a good brand image. As a result, social media has
become the most significant marketing strategy element for a brand PR.
(4) Increase the exposure rate of mobile digital end
Although establishing an official website on a social networking site is not a sign
of success, it is a way to increase media exposure so that effective online marketing
strategies can attract more attention. The optimal media combination is made ac-
cording to the media crowd matching degree, media coincidence degree and media
saturation. Media matching refers to the proportion of the target population that can
be covered by the media. Media overlap refers to the ratio of overlapping target
population among multiple media. Media saturation refers to the ratio of the target
population that has been put into the media to the total target population of the
media, which is to increase the marketing volume of the purpose.
(5) Increase traffic and optimize search engines (SEO)
It’s undeniable that social media can attract more visits and transactions to official
websites or sell products, which is a good way to help companies improve their
ranking in search engines. The companies have an excellent social media solution
that can help customers establish links to the official websites directly in the appli-
cation software so that consumers can more intuitively understand and participate
28
in the latest brand activities. This makes the customer experience more convenient
and it also saves time.
(6) Increase sales and get more potential customers
Today, it is impossible to act a qualified salesman without assistance to the social
medium. A salesperson has to know how to handle passive feedback on social me-
dia because they are the forefront persons to communicate with customers rather
than the marketing strategy department in an organization. Hence, each salesperson
has to build his/her social cycle on behalf of an organization, which can help busi-
nesses to attain more potential consumers. (Reitz A 2012)
(7) Reduce market expenditures
Enterprises take too many expenditures on advertising every year and the effective-
ness of advertising is uncertain. Most social media does not pay for it. But if they
publish news on social media. Advertising on social media can help enterprises save
promotion costs, and have advertising results, with the characteristics of low invest-
ment and high return. Advertising expenditure is a not small number, and the ad-
vertising effect has a positive and negative effect and most of the social media is
free to use, which can help enterprises save much publicity expenses such as adver-
tising and receive good effects with low input and high returns. (Reitz A 2012)
29
5 CASE STUDY - COMPANIES USE SOCIAL MEDIA TO
ACHIEVE MARKETING EFFECTIVENESS
Figure 4 shows is the growth of Chinese Internet users and internet penetration from
2014 to 2018. It is worth noting that whatever the scale of the organization. They
should emphasize on the publicity and online strategic marketing. With the emer-
gence of more and more alternative social media channels, the significance of social
media management is becoming necessary, and the effect on enterprises is becom-
ing increasingly obvious. (Statista 2018)
Figure 4 The stable growth of internet users and internet penetration rate from
2014 to 2018
There is an evolution of benefits of case company based on Wan Mei Holiday
Travel Agency in Guangzhou province from an integrated offline marketing model
that combines traditional offline marketing with social media online marketing.
5.1 Introduction
Wan Mei Holiday Travel Agency is a comprehensive international tourism enter-
prise invested and established in China. It has a history of nearly 20 years of tourism
30
receptions. The company's core business includes Thailand tourism, Phuket tourism,
New Matai tourism and, other group tourism projects and business trips, conference
reception, golf entertainment, and other tourism derivative projects. The company
receives more than 30,000 visitors of various types, and its business types include
outbound travel, inbound travel, self-help tour, ticketing visa, tourist passenger
transport, cruise agent, and duty-free service. (Company history 2010)
This company is a traditional tourism enterprise with independent technical strength
in China. Through years of business practice, it has independently developed di-
verse enterprise systems such as OP160 and ERP. They have taken the lead in
independently connecting with Ctrip, Tuniu and Tongcheng (social media plat-
forms) as well as other channels. Wan Mei Holiday travel agency has developed in
the tourism industry for more than ten years. It is a representative company for a
case study to analyze social media marketing.
5.2 Designing a social media strategy
The company designs some social media strategies to deal with the marketing. The
detail information will be presented.
5.2.1 Show your business style and improve marketing probability through
the official website
At the beginning of 2016, Guangdong Province's Wan Mei Holiday travel agency
revised and upgraded its old official website of the company and hired experienced
web designers and artists to make some difference on the website and update the
latest pictures of products. The organization deals with high-quality group travel
and private customized route services. Through the positioning of the overall style
of the official website, the enterprise brand characteristics stand out among the com-
petitors in the same industry. The average visit time on the web page was extended
to 00: 35: 42 from 00:07:36 before the revision, resulting in a fivefold increase in
access time.
31
At the end of 2016, as customers spent more time on the page and the company
implanted a consulting interface to its official website. Through online direct con-
sultation and faster solution of customer questions. Compared with the previous
customers had to go to the store offline consultation that provides more diversified
channels of understanding. So far for four years in a row, the volume of consulta-
tions has been proportional to an increase of about 7%. After that, due to the gradual
transfer of the original PC client to the mobile client, the company has kept pace
with the development of the technology be rapidly building its mobile client to meet
the usage habits of the majority of customer groups. This shows the importance of
keeping pace with the development of mobile Internet. (Peng Xin 2017)
5.2.2 Choose an Internet social media platform that is suitable for your own
business
In addition to the official homepages of the Guangdong WanMei Holiday Travel
Service, the company has also gotten together with different marketing platforms
to expand its customer traffic. These include sales platform ports in the tourism
industry such as Tuniu, Qunar and Ctrip as well as community discussion platforms
such as cellular, Qyer travel, and integrated shopping platform sites such as Tmall
and JD.com. This shows the company is trying to improve customer traffic from
multiple channels. (Zhang Hui 2013)
Figure 5 Main collaborative social media platform (Baidu 2018)
According to the accounting of the financial department of the company, the budget
for the decoration and rent required for the opening of an entity offline store is about
200,000 yuan, and the customer group can only radiate within 50 kilometers of the
surrounding area. However, online offices do not require physical decoration costs
and store rents, and the customer base targeted through the different platforms
32
online is indeed nationwide. Compared with the amount of browsing and consulta-
tion in offline stores, trading volume has grown by 40% in the past two years.
(Zhang Hui 2013)
5.2.3 Create a live video to attract fans
With the emerging social approach integrated into the lives of the majority of Inter-
net users, and the company will use a live video to attract users who are interested
in the journey. Through this free participation, cultivate its intended customers and
attract travel-loving customers to build a small community.
Since the start of the live travel broadcast, about 5500 people have watched the trip
to the Nordic semi-self-help tour at the same time from the initial 500. After the
system data check, has formed the viewing habit of the user account for a total of
more than 1200. The number of online applicants through the live broadcast mode
has reached 800 per month. The number of viewers for the same account has
reached 260, which can intuitively illustrate that the marketing program has suc-
cessfully trained the loyal customer base of the enterprise by using innovative social
platform. As a result, these customers are still constantly introducing new intended
customers to the enterprise.
5.3 Marketing solutions with the combination of online platforms, offline sales,
and social media
If any kind of a marketing plan is only one demand, it will not help the sustainable
development of the entire company. Various online platforms of Wan Mei Holiday
Travel Agency have a huge amount of traffic. At the same time, offline stores have
provided offline service to customers who are not familiar with online sales. At the
same time, they have attracted specific customer groups through live video. People
with the same travel needs are participating together to truly form an online and
offline full-scale marketing strategy.
Figure 6 shows the rising trend in the number of travelers in the travel agency for
five consecutive years. It can also be seen that this kind of marketing method is also
very well implemented in the hotel business process.
33
Figure 6 Statistics on the number of tours from 2014 to 2017
5.4 Advancement of social media marketing
Depending on the usage habits of travel agency customers according to the users of
different software, we should find the network community with a high matching
degree to improve the marketing level.
In the most primitive store management activities of the travel agency, the marketer
only has the store person in charge, the store reception specialist to operate the on-
the-spot consultation work. The marketing of new social media will add jobs such
as online platform maintenance personnel, online consultants and full-time web de-
signers, art designers, for example. Let travel agencies develop in a more compre-
hensive and diversified direction and enhance the strength of enterprises. Depend-
ing on the data provided by the personnel department of the travel agency, in the
case company 12 new jobs have been created. With the continuous growth and de-
velopment of the enterprise, more than 100 new employees have been added.
0
2000
4000
6000
8000
10000
12000
14000
2014 2015 2016 2017
Analysis on the situation of Travel Agency visitors in the past four years
the amount of people Retail marketing Online and social media marketing
34
When more work is done to enable enterprises to complete through the mode on the
Internet, enterprises begin to customize their own ERP or OA systems. The busi-
ness capabilities that were once considered impossible to be assessed are presented
directly to the managers through the calculation of data. For example, the consulta-
tion situation of a travel agency store unless the actual visit of the customer is rec-
orded manually, the number of customer registration is calculated according to the
number of visits to calculate the reception conversion rate of the consulting col-
leagues in the store, so as to determine whether the consulting employee is suitable
for the position. Through the observation of the above steps, we can predict that in
the actual process of operation, it is difficult for us to correctly grasp the most valid
data. However, if the data are collated through the social media platform or a mar-
keting platform, most systems will directly calculate the daily consultation volume
and transaction conversion rate of salesperson. In this way, it can play a better role
in personnel optimization.
5.5 Real-time monitoring and regular data analysis
When travel agencies have a new itinerary and marketers and they push them
through WeChat and Weibo, the most intuitive way to analyze whether the trip in-
terests and yearns for the potential customers is the praise rate. At the same time, it
is possible to determine whether the trip is mainly in operation for a while or
whether to focus on building it into a boutique project.
What comes to the judgment of major customer groups, for example, most software
can provide the customer's IP address area and travel agencies can through the most
intuitive data find which city has the highest travel demand, and for they can focus
on the market in the relevant area. For the judgment of the industry, different social
platforms or marketing platforms, there will be consultation volume, trading vol-
ume and even after-sales volume every day on time. Travel agency is website in
2017, there is a large in the number of consultations, predictably judge the trend of
the tourism market in that year. As a result, the company immediately set about
expanding the development, and working toward better business performance.
35
5.6 Share social media channel works with team members
Most of the time, employees make a distinction between business and private affairs.
Of course, this will vary from industry to industry. Wan Mei Holiday Travel Service
is committed to building a community within its own company, and then gradually
expanding its influence to impact other people. When travel agencies encourage
workers to realize that their job is to bring a better place, better food and a better
life to the people around them, their colleagues are naturally infected. In addition
to marketing at work, you will also promote what you think is a good itinerary and
plan on your social account.
The reason why social media has developed so rapidly also needs to benefit from
its interactivity. Being in a position to communicate with other consumers in the
marketing process, for example, many platforms have evaluation functions. Cus-
tomers who have not yet traveled can choose travel routes and tourist attractions
according to the content described by customers who have travelled tourist attrac-
tions.
From the simple text description to the operation of adding picture video, to
strangers asking questions from the travelers who have participated in the trip have
enhanced the authenticity and sensory experience of social media marketing. Social
media brings us more and more convenient and provides a variety of marketing
channels for enterprises, provides consumers with a more comprehensive informed
channel and is no longer a blindly seller's market.
There is no doubt that at the moment of the prevalence of social media marketing,
the diversified marketing strategy of Wan Mei Holiday Travel Service has been
successful. However, this does not imply that all enterprises can presciently adjust
their direction as promptly as.
36
6 PROBLEMS AND SUGGESTIONS IN ENTERPRISE SO-
CIAL MEDIA MARKETING
6.1 Problems in the use of Social Media Marketing in Enterprises
Social media offers major marketing tools. According to Hub Spot, a US digital
marketing company (2015), the amount of time consumers spends on social media
has increased by 250 percent over the past two years. As an effective marketing
tool, social media has been widely accepted by small and medium-sized enterprises.
In addition, the validity of social media in the enterprise is difficult to judge. Despite
that it has a lower cost, the validity of marketing is hard to recognize. When using
the promotion of social media, business estimates the impact of marketing activities
mainly by known consumers browsing their product links and good comments on
the product in the platform. However, a lot of consumers just browse keywords or
unconsciously re-post it, which cannot improve the net income of enterprises. The
negative thing is that to attract consumers, companies do not conduct positioning
analysis on their products, but use social media to promote their products randomly.
Such a way of marketing will reduce the trust of consumers and doubt the enterprise
itself, resulting in that way of the marketing effect is not necessary. (Wen Wuzhao
2011)
Secondly, the negative effects of social media are hard to control. As a free speech
platform, social media contains a lot of information that is not consistent with the
facts. Based on the characteristics of social media, information spreads quickly and
interpersonal communication ranges are wide. Driven by its interactivity, a large
number of user comments will have a positive and a negative influence on the en-
terprise. Expert reviews lead potential customers to focus on buying corporate prod-
ucts and services, but negative reviews undermine brand value. The dissemination
and results of public opinion are sometimes difficult to control. Adverse public
opinion will test the brand image, which can lead to a decrease in customers' pur-
chase motivation. Therefore, enterprises should better control and guide positive
and good interaction. (Wen Wuzhao 2011)
37
In many cases, the public uses social media to freely express their views, and release
pressure. They also want to obtain some worthy news and use social media as a
platform for living, learning, and entertainment. In this environment, people do not
tend to see commercial advertisements everywhere, so companies are cautious in
promoting their use of social media, and often conduct patient communication with
people to achieve popularity, and slowly invisibly promote marketing activities.
This process is considerably slower than traditional media methods. Also, for some
merchandise, the conventional way of advertising is more direct.
6.2 Strategic suggestions on Enterprise Social Media Marketing
Social media has many advantages and there are many benefits for small and me-
dium-sized businesses, such as low cost, strong interaction, and higher exposure,
but enterprises are faced with plenty of challenges and problems when using social
media in the promotion branding process (Tian Diqiang & Li Zhi 2018). Because
social medium has low expense, strong interactivity, and increased exposure, these
characteristics and advantages get the favor of various medium-sized enterprises,
but enterprises in using social media brand product marketing is faced with some
challenges and problems, the paper-based on previous social marketing achieve-
ments and failure cases, combing with the current social media marketing environ-
ment, aiming to them to come up with several suggestions, to help enterprises to
better achieve marketing objectives. (Tian Diqiang & Li Zhi 2018)
1. Correctly select social media and target customers to enhance efficiency. To
improve the effectiveness of social media marketing, enterprises must take
choose perfect marketing tools to meet their purpose after conducting market
research. Different enterprises have different brand culture and product func-
tions. Therefore, it does not allow to choosing social media blindly and ran-
domly. If the choice is wrong, even if it gets a high number of clicks, it cannot
achieve superior marketing results. (Han Yongli 2014). Alipay chose the Sina
Weibo media platform to further improve the brand awareness of the enterprise
through the forwarding of users and interaction with fans. In recent years, with
the popularity of the Tik Tok platform, a lot of meaningful and life-oriented
38
content has been released by users in large quantities. Numerous small and me-
dium-sized commodity enterprises promote their products through Tik Tok and
increase their sales. Therefore, it necessary to actively selects social media to
increase sales efficiency and product sales. (Han Yongli 2014)
2. Strengthen the daily operation of social media. When the user encounters a
problem, it should immediately solved through customer service. In addition, to
win the trust of the user. Besides, enterprises should constantly monitor back-
ground data when conducting social media marketing, and deal with users who
make malicious comments. However, real negative comments should be timely
collected and sorted out through data collection and analysis to improve prod-
ucts or services, optimize product structure and to fade negative impacts. (Tian
Diqiang & Li Zhi 2018)
3. Social media are combined with traditional media marketing. Social media has
brought a lot of benefits for enterprises, but traditional media also has its bene-
fits. For example, in the advertising marketing, its audience is wider, the cover-
age is larger, and the product information is more comprehensive, which allows
users to understand the product advantages more directly. However, social me-
dia has the characteristics of low cost and high flexibility. If the two can be
effectively combined, it will push companies to develop and promote their op-
eration. (Stelzner, A.M. 2014)
4. Improve product quality and fundamentally increase consumer trust. The prob-
lem of corporate trust needs to be solved urgently. The product is the first of the
marketing mix, which is the core of the enterprise. The quality of the product is
the fundamental guarantee for the survival of the enterprise. Even excellent
marketing plan, if the product quality is not on the right level, it could not be
able to attract the customer to buy but will reduce the trust of the company.
Thereby, enterprises should increase the emphasis on product quality, and
strictly control all production links, reducing the occurrences of problems and
39
providing users with a more high-quality consumer experience. Meanwhile,
companies can absorb the opinions of consumers and improve our own short-
comings based on the consumer’s suggestions. (Stelzner, A.M. 2014)
40
7 THE DEVELOPMENT AND FUTURE OF ENTERPRISE
SOCIAL MEDIA MARKETING
Various social media have their own features and functions that can help the busi-
ness to fulfill marketing goals. Moreover, the appearance of big data and new tech-
nologies will push the organization's development in this era, which can enhance
the effectiveness of marketing. The new marketing era has already entered our lives.
It closes together with the virtual world, socialization, and business, as well as brand
and consumers
7.1 Integration of Enterprise Social Media Marketing with big data
As big data applications are widely spread, the enterprise recognizes the big data
from mining potential commercial value. Big data in the application of enterprise
management is mainly to improve enterprise overall analysis and research ability
and set up knowledge management as the core of the "competitive intelligence data
warehouse", improving the core competitiveness. In the era of big data, enterprises
will be completely driven by data analysis. Here, the role of big data in enterprises
will be analyzed.
By using big data, it can not only be adapted to the social and commercial form of
the enterprise development environment. The use of data can investigate users’ and
customers' attitudes and insights into products, and accurately find the new needs
of a large number of customers and users. Big data can achieve accurate under-
standing of the required resources in the process of business operations. Enterprises
can collect analysis and view information based on the resource distribution of the
enterprise, just like a “digital map”. It will simply show the advantages of virtual
existence, and the original "peer-to-peer" numbers, as well as graphics, so that busi-
ness managers can more directly face their own business and make better use of the
existing and potential resources.
41
7.2 Diversification of Enterprise Social Media Marketing
Social media will be the main way of conducting business in the future and the
proportion of marketing will continue to increase. Compared to traditional media,
the characteristics of two-way communication make users more interactive and also
make it easier to get feedback in time. When using the new media platform for
marketing activities, it helps in establishing the emotional relationship between the
brand and its users, effectively stimulate the desire to buy, and the effect of market-
ing is easier to evaluate as week. Also, the new media user scale expands unceas-
ingly. The range of user mainly is the middle-aged youth group in which the con-
sumption power is strong. The potential influence of the new media platform pro-
vides great marketing value. New media marketing will become the mainstream of
the future marketing model, and various industries will continue to increase invest-
ment in the new media marketing. (Tian Diqiang & Li Zhi 2018)
5G promotes the development of the video industry, the short video will become
the mainstream of new media marketing in the future. With further development of
the 5G industry, the live broadcast industry and short video industry will usher in
new development opportunities. In terms of new media marketing, intuitive and
comprehensive video display, instant and interactive features are more in line with
the objectives of corporate marketing.
7.3 Social Media Marketing under Virtual reality Technology
With the development of technology, people have for some time been used to buy-
ing products through social media. Now, with the help of VR technology, online
shopping can become a more attractive experience (Ridings C. M. 2014). This al-
lows users to try the product without walking into any store as they can enter the
virtual store where they can try the product and buy it directly. We can imagine a
scenario in which shoppers try products and shop without walking into the store.
This can prompt more people to choose online shopping, because it is like coming
in to a store, making decisions more wise and understanding product information
more clearly, which ultimately leads to an increase in sales. (Ridings C. M. 2014)
42
New markets are helping to shape future social media trends. Therefore, enterprises
choose technology that should be applied by focusing on achieving their sales goals.
Brands will target new markets and delivers an exceptional user experience by lev-
eraging VR technologies. In addition, some key participants are more focused on
developing appropriate content for the market to succeed and maximize returns
from investment. Advertisers target social media users, using interactive content to
push content to target users. As a result, VR-based advertising has the potential to
attract viewers on social media by increasing customer loyalty. The future trend of
social media will be impulsive purchases, which will be driven by attractive VR ads
to media users. Social media users are increasingly trusting experience-enhanced
ads because they are more attractive to them, and eventually, these ads will encour-
age them to buy products that VR trends offer more possibilities. As social media
marketers take full advantage of this technology to target different markets, future
social media trends will confirm the importance of VR to social media in the future.
(Ridings C. M. 2014)
43
8 CONCLUSION
With the development of the Internet, social media has become an indispensable
social software in people's daily lives. Different from all the traditional mode of
transmission, and the possibility of social media to provide real-time interactive
context, not only facilitates enterprises to interact with the customers directly, also
greatly improves the enterprises with outside enterprises, institutions and govern-
ment departments in the organization communication. Communication for the en-
terprise development provides an unprecedented new possibilities and opportunities
for development. (Peters K & Chen Y & Kaplan A. M. 2013)
For the current enterprise, the growth of the enterprise is inseparable from a suc-
cessful marketing program. It is crucial to change the existing marketing pattern.
For social media users, social media not only makes everyone a part of it but also
provides sources of information from all sides. Meanwhile, all kinds of social com-
munication networks are constantly emerging, promoting the rapid development of
this industry. Based on the actual situation of tourism companies and their ad-
vantages and disadvantages, this thesis introduces the feasibility and feasibility of
social media marketing, to seek greater benefits for enterprises. Social media mar-
keting can be thought to be the innovation and expansion of traditional marketing
means. It needs to collect and integrate a variety of resources such as network com-
munication technology, marketing information and so on.
Ma Yun (2018) once said: this is a "changing" era, the current situation is changing,
competitors are changing, and the competitive environment is also changing. As a
marketer, the most important thing is to dare to embrace change and embrace the
future.
8.1 Reliability of the results
Reliability is a method to evaluate the quality of the data collection process. For the
consequences a study to be take into valid, the measurement procedure must first
be reliable. (Bartholomew 2004). This study combines normative theoretical study,
a case study, and a comparative study. The theoretical basis of this paper is social
44
media and consumer purchase decisions. Through a large number of preliminary
literature screening, to the second step of integration of resource information, to
identify and screen the most consistent with the views of this paper. According to
the most consistent with the characteristics of the case analysis of practice supports.
All the resources are from official, authoritative literature, books and periodicals.
(Bartholomew 2004)
45
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