Research On Marketing Strategies Of Social Networking Services Based On Users’ Selection Motivation

Social Networking Services, mainly composed of social networking sites, micro-blogging and mobile social networking applications, has a large-scale of users, multi-functions platform, opening network environment and unique propagation mechanism. These features are very conductive to online marketing of brand-owners, including implementation of specific advertising and interactive strategies, improvement of accuracy, efficiency and integrated effect of marketing activities, and realizing the direct and two-way communicating with users. To providers of Social Networking Services, paid advertising and online marketing from brand-owners is the main source of income. Therefore, the providers of Social Networking Services must accomplish some tasks that satisfying the need of users, optimizing the functions experience, and co-working with brand-owners to complete online marketing outstandingly.There also exists some problems in marketing campaigns conducted by brand-owners and providers of Social Networking Services, needing to be solved under corporation of both sides. Users of Social Networking Services are the basis of its management and value resource of marketing. Certainly, users are the targeting group of brand-owners’marketing. The key to the solutions of marketing problems, is to satisfy users’need and incite their desires of interacting and to combine the users demand of functions experience, the brand-owners demand of marketing effect, and providers demand of benefit.This paper will be based on the users selection motivation of using Social Networking Services, and aiming at proposing suggestions of solving problems in online marketing. Firstly, by literature and cases research, this paper gives definition and scoping of some concepts, and summarizes characteristics and problems of marketing. Secondly, based on empirical research, this paper puts forward users selection motivations namely usefulness, easiness, external influences and uniqueness. Further, this paper analyses users’needs of group belonging, self-presentation and curiosity. On foundation of users’needs and problems, this paper proposes some marketing suggestions for brand-owners and providers. The review and outlook will be summarized in final part.