Strategic Research on Accurate Marketing to Enhance Consumer Experience of Social Media Users
- DOI
- 10.2991/icedem-18.2018.113How to use a DOI?
- Keywords
- Consumer experience; Precision marketing; Mobile social media platform; WeChat
- Abstract
With the rapid development of information technology, consumers are more active and pay more attention to consumption experience (such as interaction, participation and individuation). The traditional marketing modes gradually evolved into precision marketing, which has the characteristics of precision, efficiency and individuation. With the development of mobile network environment, precision marketing has become a new research focus in the academic circles under the mobile social media environment. “WeChat” is one of the most popular mobile social media in China nowadays; it has relatively strong universality as the research platform. This study summarized the domestic and foreign scholars’ research of consumer experience, precision marketing and mobile social media. Aiming at improve the consumer purchasing experience, we put forward suggestions to improve the precision marketing of e-commerce enterprises from the perspective of consumers. These suggestions mainly focus on four aspects: accurate information transmission, platform construction, customer relationship management and brand extension.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Hong Jin AU - Chenchen Chi AU - Xingyu Gao PY - 2018/12 DA - 2018/12 TI - Strategic Research on Accurate Marketing to Enhance Consumer Experience of Social Media Users BT - Proceedings of the 2018 2nd International Conference on Economic Development and Education Management (ICEDEM 2018) PB - Atlantis Press SP - 455 EP - 458 SN - 2352-5398 UR - https://doi.org/10.2991/icedem-18.2018.113 DO - 10.2991/icedem-18.2018.113 ID - Jin2018/12 ER -