Social Media Marketing Plan for a Furniture Company in Chinese Market : Case Company: Company X
Gao, Jianing; Sultana, Samia (2018)
Gao, Jianing
Sultana, Samia
Lahden ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052910935
https://urn.fi/URN:NBN:fi:amk-2018052910935
Tiivistelmä
In the information era, the internet has affected people’s lives in many aspects. In addition to spreading information and sharing resources, the internet has also affected companies’ marketing approaches. The marketing focus has been slowly shifted from traditional marketing to digital marketing. Social media marketing, the most representative one among which, has brought new possibilities and opportunities for marketers. The aim of the thesis is to explain the concepts of social media marketing and customer behavior. The final goal is to develop a plan for the case company to reach its target segment in China.
A deductive research approach is applied in the thesis. Both qualitative and quantitative research methods are used for data collection. Qualitative research is conducted through an interview with the marketing manager of the case company and quantitative research is implemented through a survey. The authors collect data from both primary and secondary sources. Secondary data is collected from reliable resources like published journals, books and from the internet. Primary data is collected from the interview with the marketing manager and a survey.
In the theoretical part, the authors introduce several marketing concepts such as the five-step marketing process, concepts of online marketing domains and social media marketing in the western world. Then theories of customers’ decision-making process are introduced for understanding the customers better. Also, social media marketing in China is covered and social media radar is presented. With the assist of SWOT-analysis, the authors conduct a development plan for the case company.
The main result indicates that the case company should focus more on social media through creating new channels and improve performances. By using social media platforms efficiently, the case company could not only attract new customer but also gain customer loyalty.
A deductive research approach is applied in the thesis. Both qualitative and quantitative research methods are used for data collection. Qualitative research is conducted through an interview with the marketing manager of the case company and quantitative research is implemented through a survey. The authors collect data from both primary and secondary sources. Secondary data is collected from reliable resources like published journals, books and from the internet. Primary data is collected from the interview with the marketing manager and a survey.
In the theoretical part, the authors introduce several marketing concepts such as the five-step marketing process, concepts of online marketing domains and social media marketing in the western world. Then theories of customers’ decision-making process are introduced for understanding the customers better. Also, social media marketing in China is covered and social media radar is presented. With the assist of SWOT-analysis, the authors conduct a development plan for the case company.
The main result indicates that the case company should focus more on social media through creating new channels and improve performances. By using social media platforms efficiently, the case company could not only attract new customer but also gain customer loyalty.