The Chinese Characteristics, Challenges And Coping Of Social Media Marketing In The Internet Era

With the rapid development of the Internet, social media is booming from its birth. Today, social media has become an important means for netizens’online communication. And companies are also highly regardingits increasingly important role in marketing practice.China’s social media development is based on the vast number of Internet users.Its importance is reflected on the changes that happened on consumers’ decision making, which carries out new challenges to Chinese companies’marketing work.In this paper, we use the case of the official micro-blog of the Credit Card Center of China Merchants Bank, and explore the data of its micro-blog campaigns. First, we summarizes the official micro-blog’s duo-loop marketing model, then analyzes its micro-blog marketing process of how to get new fans and expand the influence of the official micro-blog on the weibo platform. Furthermore, we examine the mechanism of binding the cardholders to their weibo account so as to achieve the customized in 020 procedure.In this study, we adopted micro-blog marketing for real cases and related data analysis and found that:(1) the joining of new fans and corporate marketing activities and investment are highly positively correlated; (2) the fans on the micro-blog are varying; (3) fans’forwarding and retwitting activities are positively correlated; (4) the attractiveness of the prize strongly influence the activeness of forwarding and retwitting; and (5) fans also care the content and meaning of the posts.Our findings apply not only to the official micro-blog of the Credit Card Center of China Merchants Bank, but also are helpful for other Chinese enterprises microblog marketing.