Research On Enterprise Social Media Marketing Strategy Based On Grounded Theory

With the continuous development of science and technology and the Internet, social media plays an increasingly important role in people’s daily lives. The emergence of social media has changed the information dissemination model of the past traditional media. Users no longer accept information passively, but they can search for, disseminate, share and even create information actively. At the same time, social media has a great effect on enterprise marketing activities, which can bring tremendous value to the enterprise. More and more companies have realized this point, they have begun to pay an increasingly attention to social media marketing, and increase its budget and investment.The rise and development of social media has brought opportunities to the enterprise marketing activities, as well as challenges. In the era of social media, consumer behavior model has changed. Furthermore, the current social media includes a wide range of types and quantity, however, the internal mechanism of enterprise social media marketing has not been fully recognized. Therefore, the discussion of inherent mechanism of enterprise social media marketing and enterprise social media marketing strategies proposed according to it are more practically significance, which can give help to enterprise social media marketing activities.Firstly, based on the literature review of social media, social media marketing, social media marketing strategy and grounded theory, this paper defines the notion of social media and social media marketing and describes other related contents in detail, particularly including the research status of social media in China and abroad, the change of consumer behavior pattern:from AIDMA model to five-stage model and to AISAS model, the factors influencing social media marketing effectiveness and future research on social media marketing. Secondly, based on the content and the state of current research in this paper and other reasons, this paper selects the grounded theory as the research method, Xiaomi company as the sample. Then, collect the relevant data through various channels and sort out the raw materials of social media marketing of Xiaomi company. And through open coding, axial coding and selective coding this paper firstly abstracts concepts, categories and uncovers categories’ nature and nature’s dimensions. Next this paper uses canonical model to abstract the main categories and at last develops the story line of Xiaomi’s social media marketing by identifying the core category. According to the results of grounded theory analysis, this paper constructs the model of enterprise social media marketing and proposes the enterprise social media marketing strategies containing precision marketing strategy, market segmentation strategy, fans marketing strategy, word of mouth marketing strategy, users’ participation strategy and integration marketing strategy.