Analysis On Social Network-based Customer Acquisition

In today's highly competitive era of surplus products, customers can be achieved only grasp the competitive advantage. However, in the same market environment, the same input, enterprise resource capacity for customers is fundamentally different. Be- cause the enterprise's internal hierarchy and external market relations but also plays a decisive role in the existence of the relationship-the invisible social relations. And this relationship in the past were often neglected.The modern age is an Internet age, businesses do not operate in isolation in the market, but with many stakeholders to form a variety of network relations, the market exists as a network, enterprises are facing the most important aspect of environment is with various external networks. Customers as a part of the network, an enterprise can be an important resource for network access. The relationship between enterprises and customers has been broken through the traditional bilateral relations, but in a constantly dynamic development of the social network. "Relationship" as the network of "link", the enterprise with customers through other network "nodes" linked. Perspective on social networks, marketing, trade relations between the simple extension to with the "information" and "human" role of social relations, and customer and business is no longer a purely bilateral relationship, but for a three-dimensional, dynamic social networks.In this paper, theoretical review and case studies of combining research methods, social network-based perspective of the enterprise in which to understand and use social networks to obtain resources. In theory, the attempt to reflect the social network theory in the development of marketing theory and framework to acquire these customers in the network; in the case analysis, using the depth interview, trying to integrate closely with the theory. Finally, to conclude the process of gaining access to customers that their social network dynamic development process. This total is divided into six parts:The first part, described the research background of this article, research significance, research methods, research frameworks and innovations. First of all, question:whether the customer access to resources in the enterprise there are invisible forces of social relations, then based on the perspective of social networks to answer this question. In this paper, theoretical review and case analysis methods combined with innovative research perspectives and theoretical framework.The second part, layer by layer description of the social network theory originated in the West, in China's development and academic applications in the marketing process; but also introduces the customer to obtain the relevant theory-relationship marketing theory, and the Network View Relationships Marketing Research.The third part, described the bridge linking the social network theory, social capital theory and the relationship with the customer access to relevant marketing theory. In explaining the process of theory, this article focuses on sociology and marketing two different areas between the theory of intermediation.The fourth part, the framework proposed by customer access network, and describes the framework contained in the objects, relationships, and build a framework principle, this paper presents the use of social networks to get customers in various ways. This set theory from this part of the transition to practical applications.The fifth part, the paper selected as the study used real estate agents to conduct case studies, and describes the agent access to customer's social network changes the process of trying to combine theory and practice closely.The sixth part, summarizes the main conclusions and propose future research directions.