Research On UNIQLO’s Marketing Method In The Background Of Social Media

With the high-speed development of Internet, not merely the way and the efficiency of people getting information are changing, but also consume manner transforms a lot. They create, transmit, read and consume the content through weibo, SNS, blog and video. The birth and widespread of all these social mediums facilitate and enrich people’s work, life and entertainment in a great extent, also act as a revolution to the marketing manner of enterprise.The formation and growth of the social media become a new marketing pattern with cital strategy meaning, especially in changing the traditional communication manner and reform the whole marketing idea and practice. However, although the value of broadcasting information and marketing within the social media has been vast practitioners and scholars, the research on the marketing model in the background of social media is still rare and this situation directly resulted in the operators cannot make effective running tactic to influence consumer behavior as lack of theoretical guidance.Thinking of the above, this paper takes the social media as research platform, make UNIQLO’s social marketing be research target, let social media be theoretical basis, combining social marketing environment, analyze UNIQLO’s typical social marketing cases, and conduct questionnaire survey on social media’s effect, discuss UNIQLO’s social marketing model.The paper shows that UNIQLO’s typical social marketing model is "establish public page on the platform of social media+public socialized advertisement+launch new topics to achieve broadcasting", the core is funding experience marketing and relation marketing. In the end, the paper gives out the advantages of UNIQLO’s social marketing according to the typical cases and questionnaire, provide examples for other companies.