Analysis of Mafengwo’s Social Media Strategy

DOI

10.2991/assehr.k.211220.410How to use a DOI?

Keywords

online travel agency; social media; marketing strategy; Mafengwo

Abstract

Social media marketing is one of the marketing methods that is commonly used by companies. This paper takes one of China’s most representative online travel agencies, Mafengwo, as an example, analyzes the construction and content of its social media platforms, and summarizes four marketing models: “multi-channel marketing,” “anthropomorphic marketing,” “social group marketing” and “content marketing.” Based on these four marketing models, four marketing strategies: “occasion-based marketing,” “precision marketing,” “interactive marketing,” and “retention marketing” are summarized. With this information, this paper intends to provide a reference for the social media marketing of Chinese online travel agencies. The key of Mafengwo’s social media marketing is to manage the social media platform according to the company’s human resources and maintain the content level and update frequency of its social media accounts. In addition, Mafengwo is successful in building customer loyalty through close interaction with users. These strategies could help companies reach the goal of social media marketing, which is to promote the company’s valuable products and images.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Jiaqi Wu
PY  - 2021
DA  - 2021/12/24
TI  - Analysis of Mafengwo’s Social Media Strategy
BT  - Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
PB  - Atlantis Press
SP  - 2373
EP  - 2377
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211220.410
DO  - 10.2991/assehr.k.211220.410
ID  - Wu2021
ER  -