Research On Marketing Strategy Of MFW Under The Background Of Social Media Marketing

With the emergence of social media such as MicroBlog,WeChat and SNS community,the social media marketing environment has gradually matured.At the same time,the emergence and development of the online tourism industry has prompted the UGC online tourism platform(User-generated Content)attracting a large number of relevant users with its unique personalized sharing model.The development of online tourism has also gradually shifted from the initial intermediary mode that focused on providing tourism products and related intermediary services to the interactive and open mode that focused on providing high-quality original content sharing and communication for users.In the context of social media marketing,the application of tourism big data increases consumers' demand for travel-related quality content.MFW,as an early platform built on content,should grasp the opportunity of the industry,give full play to its core competitiveness to meet user needs and realize benefits.Therefore,how to make users continue to generate high-quality content to promote the development of UGC tourism platform and establish a suitable profit model for such sites has become an important point worthy of attention.This paper puts the research of MFW marketing strategy under the background of social media marketing.Firstly,social media,social media marketing,the internal logical relationship between UGC content and social media marketing as well as corresponding marketing theory are elaborated.Secondly,important factors in relevant theories were selected to comprehensively interpret the existing marketing strategy of MFW,and main problems in product structure,content quality and management,user information security,marketing mode and after-sales service in the marketing process of MFW were analyzed.Finally,corresponding solutions are proposed according to the problems in the marketing process of MFW: including exploring the products and services close to the transaction link,improving the authenticity and effectiveness of UGC content,strengthening the cooperation with PGC and DMO,broadening the width of product content and marketing channels,improving the structured management of content to accurately position the usergroup,building security mechanism for users,enhancing the social relationship chain of social media marketing,improving the level of after-sales service of tourism products and other effective countermeasures.