Research On Social Media Marketing Strategy Of BJ Beauty Salon Chain Management Co., Ltd.

In the context of Web 2.0,China’s social media platform has developed at an alarming rate,becoming a popular communication tool for consumers,and gradually becoming the main way for consumers to understand enterprises.At present,all walks of life rely on the new social media marketing method to plan marketing activities.As a beauty service for a special commodity,consumers must make purchase decisions after fully understanding,and consumers will have actual interactive needs when purchasing,which is very consistent with the social media marketing mode.At present,the competition among beauty agencies is becoming increasingly fierce,and the disadvantages of the traditional marketing model are constantly exposed,which has been unable to meet the development needs of BJ beauty chain company under the new situation.Therefore,the urgent problem to be solved at present is how to combine the company’s daily marketing activities and social media platform to continuously optimize the enterprise structure and improve competitiveness.When this thesis studies the social media marketing strategy of BJ Beauty Chain Company,it summarizes the relevant research results at home and abroad.Based on the theory of social media marketing,it selects the model SICAS which is compatible with social media marketing as the framework.When collecting the original data,it applies the questionnaire survey method.By sorting and analyzing the questionnaire data,We can understand the shortcomings of social media marketing of BJ beauty chain company at the present stage: lack of user perception contact,lack of interest in marketing activities,single user interaction mode,unstable content output and few users’ self-forwarding.Based on the research of these problems,and according to the various links of the SICAS model,the marketing optimization plan is proposed according to the following: to increase the user perception contact,to carry out the whole network marketing,to establish the target user portrait,to integrate multiple interactive channels to strengthen user communication,to improve the content output system,and to encourage users to forward and share,and to provide guarantee conditions to ensure the accurate implementation of these strategies.The purpose of this study is to improve the brand image of BJ Beauty Chain Company,optimize the marketing effect,improve the core competitiveness of the company,and provide valuable reference for the social media marketing of other companies in the industry.