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4.3.3 Insufficient Tracking 23
Chapter Five Suggestions and Conclusion 26
5.1 Suggestions 26
5.2 Conclusion 27
References 29
The Analysis of MicroBlog Marketing A Case Study of SPDC Based on 5T Model
Chapter One Introduction
1.1 Research background
With the rapid development of Internet technology, an increasing impact of network communication has been shown on community level. This new Internet technology has even changed the commercial transmission, attracted the mass communication and business people’s attention on the new way of spreading brand information. Traditional marketing model can not meet contemporary developing needs. Therefore, microblog may process potential value for companies to increase communication with customers and improve the relationship between companies and customers.
In the age of Web 3.0, the main battle of information transmission and marketing has turned into microblog and it urges brand dissemination and extension to enterprises. In 2006, the first web site Twitter was born and had a big welcome among users around the world in a very short time. Sina weibo began to start its journey in China in August 2009 and added support for microblog album, chatting, handpicking and private letter in later exploiting process. According to Sina’s fourth quarter and annual financial statements on February 20th, 2013, Sina Weibo has more than 500 million registered users by the end of December 2012, which represents a substantial increase of 74%. Daily active users (DAU) reached 46.2 million, accounting for 9.24%. Sina published data, in 2011 and 2012, every year there is a new growth of 200 million users and the active degree did not reduce. That is exactly the huge user data and enormous participation makes sina weibo concerned, and especially by some international groups. In that case, some home old cosmetic brands should size this Internet platform to get a better position in brand and product promotion.
1.2 Significance of Research
With the arrival of web 3.0, the giant battleground of information dissemination and marketing has turned into the form of marketing based on microblog. Microblog marketing is constructed on the third-party platform microblog. Though cost low, spread effect, easy audience screening and good interaction plarform into microblog marketing biggest bright spot, it has become more and more enterprises’ business priority marketing choices. Doing marketing activities through microblog has a huge impetus and impact on product and brand promotion. And China’s first social media marketing researcher Du Zijian, known as the “God father of microblog”, said that: “choosing microblog marketing, or waiting for brand dying”!
For cosmetics industry, microblog marketing accelerates the adjustment and upgrade of the cosmetics industry structure and companies can promote their products and brand culture to their loyal and potential customers. The entrance of a mass of world-class cosmetic enterprises brought a violent impact on domestic cosmetic industries; however domestic cosmetics brands were in a key stage of development. It is necessary for cosmetics industry to use microblog marketing as a long term and transition marketing strategy.
1.3 Literature Review
Although microblog development momentum is swift and violent, positive attention has been paid by people from all walks of life. And most scholars and research institutions have begun to pay attention to the development trend of microblog marketing dissemination. At present, the research literature of microblog brand communication mainly from industrial report, journals and some insiders’ personal essays.
In consideration of its domestic development in China, Gu and Wang have found that many small and medium enterprises didn’t take a full advantage of social media, and didn’t have quality interaction with fans because their fans didn’t receive enough attention by most enterprises through selected 100 enterprises’ official account as an example. And presented corresponding problem-solving methods through the aspects of mark, management, measure and moderate.（Gu, & Wang, 2012, p. 537）Sui and Yang have discussed the possible marketing strategy of microblog and gave some date analysis on the case study on Starbucks and offered some practical implications.(Sui, & Yang, 2010, p. 164) Wang has found that microblog users’ behavior fits the AISAS model exactly, provided that microblog marketing may cause much attention to the potential customers than the traditional modes. The author provided enlightenments for enterprises to adjust their marketing strategies, tactics as well as online technology. (Wang, Xu, Liu, & Liu, 2014, p. 501) Jansen considered Twitter as an important Internet WOM channel for consumers to share their information and opinions of certain brand. (Jansen, Zhang, & Chowdury, 2009, p. 2169) Liu and Liu found that companies should focus on the topics and emotions, trust and purpose aspects on microblog to collect the information of opinions and attitudes hold by consumers towards the brand to increase the effectiveness of its marketing campaigns. (Liu, & Liu, p. 8) Tang has mainly provided some helpful marketing strategies and methods toward the tendency of social media marketing in his book. Tang (2011) Yang discovered that enterprises should find right ways according to their own situations when tried to set microblog brand communication strategies if they want to try to use microblog as tools to do brand communication. (Yang, 2014, p. 23)