Study On Engagement Marketing Strategy Based On Organizational Support Theory

With the rapid development of internet and the rise of mobile internet, new media and big data. Relation marketing is developing deeply, the open platform of the enterprise becomes a trend, more and more customers participate in enterprises’ production and marketing process and become part-time employees of enterprises who can realize value co-creation with enterprises. Customer behavior is not only about buying behavior, it also include behavior beyond purchase, which is bringing more and more value for enterprises. Customer engagement is the behavior toward a brand or firm, beyond purchase, resulting from motivational drivers, including word-of-mouth(WOM), recommendations, helping other customers, blogging, writing reviews and so on. During the interaction between enterprise and customers or between customer and other customers, customers can get material and spiritual benefits and take steps further on self-understanding and self-evaluating, enterprises can realize marketing purpose and brand value through interacting with customers. Thus, the significance of customer engagement in establishing brand image and promoting enterprise development cannot be ignored.In this context, customer engagement becomes an important topic in both marketing practices and academic field. Nowadays, most academic study is about the definition, dimensions and measuring of customer engagement or the management in customer engagement. Seldom have study about engagement marketing strategy. This study bases on organizational support theory, develops and discusses on engagement marketing strategy through grounded theory. This study collect data through in-depth interviews of marketing managers of enterprises, then encoded the data on the basis of grounded theory, develops the conceptual model of engagement marketing strategy based on organizational support theory. Engagement marketing strategy includes three types of strategy, they are functional promotion strategy, customer cultivation strategy and motivation drive strategy. This study also explains the antecedents and consequences of engagement marketing strategy. The construction of the conceptual model of engagement marketing strategy indicates the direction of marketing management for enterprises, helps enterprise taking effective measures to support and promote customer engagement, which can build brand image, improve enterprise performance and accelerate enterprise development.