A Shoe Industry Enterprise Media Marketing Strategy Research

At present, with the rapid development of Internet technology, great changes in people's consumption patterns, who greatly improved the life rhythm and efficiency, for the enterprise market marketing created new ways. Social media is a kind of new marketing idea and the marketing pattern, with the development of Internet technology has quickly developed into consumer lifestyle. In the birth of the information technology revolution, social media marketing for the marketing mode and business development of the strategic plan, bringing the revolution, the communication and interaction between the enterprises and consumers become more convenient.Chinese as the world's largest retail market, the traditional marketing have been gradually unable to meet the needs of consumers, in information technology, integration of the Internet and e-commerce spawned, e-commerce transaction volume continued to rise. In widening the channels of information, information explosion, affect the consumption of multiple, social media marketing came into being and the rapid development of social media marketing. Bring the marketing concept, marketing mode, change the consumption concept, the marketing becomes more professional and accurate, and on this basis, the product image, network promotion, media monitoring and other marketing values. It can be said that compared to the traditional marketing mode. The modern marketing concept is more accurate and more reliable reputation.China's social media marketing started late, but the development is very rapid. Especially shoe enterprises, social media marketing development more rapidly. This paper to social media as a platform, to a footwear enterprise social media marketing as the research object. The full text is divided into six parts:The first part is the introduction part. The in the early preparation stage of a large number of data collection and collation, cutting-edge ideas and theories for the finishing. Discusses the background and significance of the research, research value and the domestic and foreign research review, research purpose, ideas and methods. Finally, it is pointed out that the innovation of this paper.The second part is the introduction of social media marketing related theory. This part mainly introduces the basic concept of social media classification, and social media marketing and traditional media marketing differences.The third part is combined with a typical case of a footwear enterprise marketing situation analysis. The paper first discusses the a footwear enterprise's brand development process, and then combined with the development of a company using the SWOT analysis method to analyze the marketing situation, discusses in detail a footwear enterprise marketing opportunities, weak marketing, marketing advantage, marketing bottlenecks. Finally, use condition and the degree of the shoe enterprises of a social media marketing investigation, understand the use, on the findings were processing and analysis, a comprehensive understanding of a social media marketing for design a more comprehensive and objective evaluation criteria and marketing policies and measures to provide a basis.The fourth part with a footwear enterprise marketing status, design the project of the social media marketing. Firstly, we analyze the enterprise social media marketing strategic planning principles, secondly in a footwear enterprises from complete social media marketing strategy formulation, establish a standardized social media marketing team, a reasonable choice of social media marketing platform, the social media marketing content design can be made according to the; finally for a footwear enterprise social media marketing scheme of marketing risk and performance evaluation, from social media marketing risk control, social media marketing effect evaluation system and methods of research.The fifth part is the suggestions for a shoe company's social media marketing path. Divided into three levels to study. The first is to target market and audience behavior to obtain precise positioning and audience research experience and opinion leaders to strengthen communication and interaction, and the third marketing platform and marketing strategies to achieve vertical and horizontal integration.The sixth part is the summary of the full text and research prospects.