The Research On Improvement Strategy Of Herborist's Social Media Marketing

In recent years,with the rapid development of domestic Internet technology,social media marketing in China has gradually become a marketing method that many enterprises,especially the FMCG industry,cannot ignore.At the same time,with the advent of more and more social media platforms,consumers are not confined to the traditional channels of television,magazines and other traditional channels of information access,and more and more consumers are beginning to favor social media from various social media Platform for their own interest in the information.This means that the relationship between business and consumers has gradually changed from "verticalization" to "horizontalization." More and more dominance in the hands of consumers,these changes make many companies have to change their marketing strategy,increase investment in social media marketing,and even the social media platform as an important marketing tool,the beginning Pay attention to the voice of consumers in the social media platform.The development of social media marketing is of great significance to the future development of an enterprise.In this paper,Herborist is the research object.I focus on the external risk analysis of Herborist social media marketing by using PEST external macro-environment analysis model.According to the current industry status,the use of the SWOT analysis and the SICAS model detailed analysis summarized the existing social media marketing Herborist the problem and the reason of the problem,finally explored to construct an effective and reasonable strategic plan for the optimization of social media marketing of Herborist.