Case Study On Micro-blog Marketing Of Lanzhou Fundosa Coffee Company

With the rapid development of information society, network marketing has become one of the main marketing tools for enterprises. As a new power of internet, micro-blog has given rise to a related marketing method named micro-blog marketing with its popularity. Micro-blog marketing has gradually revealed its importance in the process of enterprises marketing and has a strong development momentum.For small and medium-sized enterprises, especially in service and sales industry, they were usually restricted by the limited capital at the beginning of the business. Although having very good product and operation ideas, they could only choose some remote places as the business sites, and their capital for advertising is extremely limited. So how to promote their own business (store) has become a pressing problem. Micro-blog just provides a brand new marketing mode and a suitable marketing platform for small and medium-sized enterprises. It brings small and medium-sized enterprises into the forefront of market and enables them contact with consumers directly, thus makes the communication between enterprises and customers be clear, effective and low-cost.Taking Lanzhou Fundosa Coffee Company as the research object, this article mainly studies micro-blog marketing of fast-moving consumer goods industry. It first expounds the theoretical basis of micro-blog marketing, then introduces the specific situation of micro-blog marketing of Lanzhou Fundosa Coffee Company, finally analyzes both advantages and disadvantages of this case.Through case study of Lanzhou Fundosa Coffee Company, this article comes to an conclusion as following:Micro-blog can help small and medium-sized enterprises save marketing costs and improve marketing efficiency. It is an important way for small and medium-sized enterprises to interact with consumers, develop potential customers, and is their tailor-made platform for marketing. The exploration of micro-blog marketing in this paper highlights the huge role of micro-blog in the era of network marketing, and provides basis and ideas for micro-blog marketing development of small and medium-sized enterprises in the future.