Social Media Marketing Research Of LXJ Based On AISAS Theory

Under the basis of rapid developping mobile Internet technology,Social media and app programs are starting to show up.It is spreading quite fast and its interface is simple and easy to handle.So it has become an important filler in the social life of the audience to kill the fragment time.At the business atmosphere,social media based on the link of relationship has also entered the perspective of enterprise marketing.Such communication mode and effect of social media have so many advantages that traditional media can never match,and it is playing an increasingly important role in the enterprise marketing practice.Enterprise social marketing has become an inevitable trend in the new media environment.People can not live without food,as an important part of the traditional industry,the catering industry must adapt to the changes of The Times and the transforming of marketing mode will be a general trend.Therefore,this paper takes a catering chain store as an example and,based on AISAS theory,focuses on the marketing experience,marketing methods and marketing technology of social media to analyze and summarize the urgent needs and utilization effects of new enterprise marketing methods.The first chapter of the article is the introduction,which explains the background of the subject selection,methods and the significance of the research.The second chapter of this paper analyzes the concept and characteristics of social media marketing,And put forward to the related theory for AISAS,The third chapter mainly introduces the marketing status and existing problems of the catering enterprise LXJ,then conduct it's SWOT analysis.Cite the real Demand of social media marketing of LXJ.This chapter analyzes LXJ's conscious integration in the trend of social media,but lacks some professional methods.Therefore,there are still some problems in social media marketing,such as incomplete cognition,single mode,unsatisfactory effect and weak innovation.Chapter four,combined with the basic strategies and choices of social media marketing,analyzes the marketing strategies and specific Suggestions for catering enterprise LXJ based on AISAS theory,indicate that LXJ shall follow consumer's behavior patterns,arouse their attention and interest,then complete the cycle of consumption by interactive sharing.The last chapter is the conclusion and prospect of further research.At the current situation,the social media marketing of catering enterprises is still in the exploration stage.Compared with other industries,there are still many deficiencies and limitations.I hope that the LXJ catering case which summarized in this paper can provide some value references to the social media marketing of other catering enterprises.In addition,the last chapter puts forward to five Suggestions for future development,in the hope of providing some ideas for catering enterprises' marketing.