Interactive Marketing Strategy Of Z Company Based On Social Network Analysis

In the era of free entrepreneurship,a large number of small-scale advertising companies emerged.The traditional advertising companies faced increasing competition.In addition,with the development of China's economy,the company's labor costs are also increasing.However,due to too much non-valued information in the Internet era,the valuable and high-quality information can be more favored than in the past.Then marketing becomes more important and should be more effective.And,network users will be more proactive in obtaining and disseminating marketing information,which facilitates the use of interactive marketing by social media.Considering the situation of resource constraints,companies should improve their marketing while also selecting appropriate marketing strategies based on actual conditions.Based on the summarization of researches in the field of interactive marketing and social network analysis,this paper concludes that there are some gaps in the research on the specific strategies of interactive marketing in different contexts under the condition of resource constraints by using social networks has certain deficiencies with social network analysis methods.Based on the diffusion theory of innovation,this paper establishes an interactive marketing model that aims to analyze the impact of marketing environment on marketing effectiveness and the effect of different marketing strategies under different marketing situations,and then provides some suggestions on marketing strategies.The paper analyzes the the impact of user's probability of receiving and disseminating marketing campaigns,the number of users who initially accepted marketing campaigns and the initial user's influence on the marketing network.Based on this,it analyzes the effects of two marketing strategies: continuous marketing and multi-channel marketing under different marketing environments.It is concluded that the possibility of receiving and disseminating marketing campaigns,the number of users,and user's influence have a positive impact on marketing effectiveness.Providing companies with suggestions for improving the marketing environment and marketing strategies,and companies should actively improve the marketing environment,and choose different marketing strategy combinations in different marketing stages.