Research On Social Media Markting Strategy Of Company A

With the development and application of digital technology,the iteration of social media is getting faster and faster.Social media has changed the way people interact with information,and also shows the strong value of market economy.Consumers have more initiative and discourse power in the process of commodity trading than before,and consumers are in a higher position in the marketing of enterprises.At present,the fresh e-commerce industry develops rapidly under the influence of technology,market,consumption upgrade and other dividend factors.Fresh e-commerce industry continues to appear a variety of business models,intensified the degree of competition in the industry.Therefore,fresh e-commerce enterprises only comply with the development requirements of the Internet era and consumer consumption concept,by using social media marketing to break through the existing marketing difficulties can enterprises establish or maintain their competitive advantages.In this paper,fresh electricity supplier A company as the object of study.First of all,the domestic and foreign experts and scholars on social media marketing and related theories and applications of research are sorted out,summarized and summarized social media marketing research.Then,based on A comprehensive analysis of the basic situation of A company and the development process and status quo of social media marketing.From the five dimensions of SICAS model(brand and user perception,interest and interaction,connection and communication,action and purchase,experience and sharing)to summarize the existing problems of company A’s social media marketing.Thirdly,PEST and PFFM are used to analyze the macro environment of A company’s social media marketing and the environment of fresh food e-commerce industry,and then the advantages,disadvantages,opportunities and threats of A company’s social media marketing are summarized.According to SICAS model,solutions are proposed for the problems existing in A company.Dynamically choose social media platforms to respond to market demand;Construct social media matrix to realize circular operation;Create high-quality content based on consumer interest;Tonal output content according to platform characteristics;Attach importance to interaction and cultivate loyal fans;Innovate interactive ways to enhance community activity;Multi-platform cooperation,open up purchase channels;Attach importance to e-commerce live broadcasting and enrich purchase channels;Attach importance to sharing platform and strengthen cooperation among opinion leaders.Based on the perspective of marketing,this paper aims to optimize A company’s social media marketing strategy by comprehensively applying social media marketing theory and SICAS model.On the one hand,it summarizes the social media marketing status of China’s fresh e-commerce industry,providing theoretical reference for the study of social media marketing of fresh e-commerce enterprises;On the other hand,it helps A company solve its difficulties in social media marketing,and also provides reference for relevant enterprises in social media marketing.