Research Of Social Media Marketing Model Based On Consumer Behavior Theory

With the development of network platform is becoming more and more mature,from one-way receive information to two-way interaction, the users’ using habits areinfluenced deeply. Social media as a typical representative of today’s network interactiveplatform, it provides Internet users more initiative and discourse power. Platformparticipation and the strengthening of community also affects the Internet users’ usingmentality and habits. Active users on the network platform means for the enterprisenetwork consumer groups. Consumer’s habits which on the network plantform andpsychological changing also reflect on the purchase decision process.Consumer behavior is the study of consumer buying psychological and behavioralcharacteristics of theoretical science. Its related theory about the influence factors ofconsumer behavior theory, information processing and decision theory and terminalshopping behavior theory on social media platforms has a great influence on consumerbehavior research, the research on the social networking platform of network consumerbehavior has fundamental theoretical significance.Based on the theory of consumer behavior, analyzing the impact of social mediaplatform characteristics of consumer behavior, summing up characteristics of socialmedia platforms, respectively for the characteristics of different platform such as SNSnetwork community, weibo/blog platform, micro letter platform, video platform etc. putforward applicable marketing mode. And in the process of analysis of its related patterns,concluded problems that enterprises in the process of application of social mediaplatforms may or all resdy were found. The problems in the application of social mediaenterprise at present is divided into three stages, respectively is the guest group is not clear, fuzzy information and poor operating three aspects. In this paper, aiming at theproblem of these three stages, sums up the characteristics of the comprehensive socialmedia and consumer behavior related theory, puts forward the correspondingcountermeasures for the enterprise, from the vertical and horizontal aspects of thinking,thinking of consumer demand and behavior characteristics, to develop new marketingpattern, from the platform linkage to the enterprise alliance various joint achieved theintegration of online marketing promotion, expand coverage for marketing. Hope to clearthe obstacles in the process of social media marketing for the enterprise, improveenterprise social media marketing effectiveness.