美国mba本科课程作业一篇：Social Networks and Their Impact on Marketing Mix Strategy for Corporations

美国mba本科课程essay一篇：Social Networks and Their Impact on Marketing Mix Strategy for Corporations

 

 

 

Table of contents

1. Introduction 1

2. Features and Function of Social Network 2

2.1 The Concept of Social Network 2

2.2 The Elements and Functions of Social Network 2

2.2.1 The Basic Elements of Social Network 2

2.2.2 The Functions of Social Network 3

2.3 The Changes Social Network Bring to Human Social Relationship 4

3. Features and Function of Marketing Mix Strategy 6

3.1 The Concept of Marketing Mix Strategy 6

3.2 The Features of Marketing Mix Strategy for a corporation 7

3.3 The Functions and Apply Principle of Marketing Mix Strategy for Corporation 8

4. The Impact of Social Networks on Marketing Mix Strategy 9

4.1 The Marketing Advantages of Social Networks 9

4.2 Key Successful Elements of Social Networks on Marketing Mix Strategy 10

5. Conclusion 12

Reference 13

篇目

1。简介1

2。社会网络的特点和功能2

2.1社会网络的概念

2.2的元素和功能的社交网络2

2.2.1社会网络的基本要素

2.2.2社会网络的功能

2.3改变社会网络把人类社会关系4

3。市场营销组合策略6的特性和功能

3.1概念的市场营销组合策略6

3.2市场营销组合策略的特点，为公司7

3.3功能和应用原理8公司的市场营销组合策略

4。社会网络对影响营销组合策略9

4.1社会网络的营销优势

社会网络对营销组合策略104.2关键的成功要素

5。结论：12

参考文献13

 

 

1. Introduction

Social network service appeared in the early time of 2000 in American, and stirs up a network wave in a very short time (Mandil, 2013). Facebook is one of the most successful SNS providers, now have more than 600 million registers which is now the “third most populous country” in the world, the first and second countries are China and India (Hull, 2011). 

 

 

The appearance of SNS, bring a new kind of social intercourse for human beings, and this new intercourse way has effect on every aspects of human being’s life. This paper pays attention on social network and marketing mix strategy of corporations. The author firstly introduce social network and marketing mix strategy from the concept, features and their functions in their fields, and then shows the impact of social network on marketing mix strategy for corporations. SNS的外观，带来了一种新的人类社会交往，这种新的性交方式影响人类的生活的每一个方面。本文注重对社交网络和企业的市场营销组合策略。笔者首先介绍在各自领域的概念，特征及其功能的社交网络和营销组合策略，然后显示社交网络上为企业的市场营销组合策略的影响。

 

 

 

2. Features and Function of Social Network

With the coming of new generation Internet application of Web2.0, social network has been intimate incorporation of new generation Internet economy and traditional society. This part is about the new Internet application – social network including the concept of social network, the main element of social network and functions which social network has.

 

 

2.1 The Concept of Social Network

There are different opinions about the concept and the range of social network over the world, but there is consistent idea that: social network is the combination of network and social intercourse (Jahn, 2012). Social network stands for a new kind of social relationship which link together by Internet; it connects the human beings and organizations together, forms an organic, interactive and some specific features set of social groups. 

 

 

In nature, social network is a copy of the realistic human society relationships. The social network has the accordant core with realistic human society relationship, that is to say, the behavior and relationship of human society are all based on the “common ground”. No matter the education background, career, identity, or the interesting, hobby, belief, all the human beings’ community groups are all with the common points as the core, and continually expanding. 

 

 

2.2 The Elements and Functions of Social Network

The social network is much different with the traditional relationship between human beings, and it has its own basic elements and functions. 

 

 

2.2.1 The Basic Elements of Social Network

There are four basic elements of social network service – identity, relationship, activity and tools (Bowen, 2011). Identity is the basement for the whole social network, including identity authentication, personal popularity and personalized features; relationship means the interpersonal status of users in the social network, which reflect the mode of users to build and maintain the relationships; activity is the material basis for the survival of social network service; tools here are the application tools such as RSS reader, user sharing or the desktop client, which construct the application platform user requirement oriented. 

 

 

2.2.2 The Functions of Social Network

There are four main functions of social network:

1). Share function. Social network service can achieve cluster classify with the diacritics such as hobby, education background and so on. Different classifications can enhance the pertinence and service ability of SNS information, can make quick broadcast of SNS information among some specific circles to promote the sharing and using of information resource. 

 

 

2). Social intercourse function. Human beings build up interpersonal communication is the most important function for social network service (Kim, 2013). The interpersonal communication which built up via social network service with the precondition of identity authentication is genuine and believable. The high sincerity interpersonal communication can expand the circle of friends and develop friend resource. 

 

 

3). Attribution function. With the help of social network service, the users can not only get the needed information, expand the social hub, one more important thing is it build up a special platform which can achieve the function of self-expression and public requirements, to obtain group identity for individuals. 

 

 

4). Entertainment function. The social network service has abundant information, culture and entertainment resource, and can online activities for some specific groups. The entertainment activities which holds over social network platforms can enhance the degree of participation and degree of satisfaction, to promote friendship and boost self-fulfillment. 

 

 

2.3 The Changes Social Network Bring to Human Social Relationship

The appearance of social network service makes the human beings’ social relationship much different than before, the changes which social network brings to human social relationship are showing below:#p#分页标题#e#

 

 

1). Eliminate or reduce the restriction of space and time. The traditional social behavior inevitably restricted by physical environment such as space and time. No matter the office debate in old time or the telephone communication in modern time, the social communication can occur just under a same space or during a same time (Cook, 2012). The social network service in Internet period, can solve the restriction problem of space and time which is the necessary precondition for personal social communication and make the individual social intercourse has widely affection and widely broadcast range. 

 

 

2). Promote the interactivity and efficient of intercourse between different people. The exchanging and sharing of traditional social intercourse behavior are restricted by the traditional face to face communication method. Internet as the advantageous tools for information exchange and sharing of information period, can achieve more efficient and abundant interchange application over social intercourse. Date transmission, comment and idea broadcast, and attachment information are the typical application of social network service. 

 

 

3). Increase personal influence over social relationship. Subject the restriction of space and communication efficiency, the personal influence range is limited in traditional social intercourse relationship. Internet is a much different environment with traditional environment for social intercourse.Under the social network relationship, the broadcast ability of Internet makes the individual human being to have large efficiency in a large range possible. In other words, the social network service is build a platform for common people, and open an enormous communication space and time for them, everyone who use social network service can be the famous people like the successful people. 

 

 

 

3. Features and Function of Marketing Mix Strategy

The corporation takes up marketing activities, on one hand should pay attention on the external environment of the corporation, on the other hand should make marketing mix strategy the implement of strategy, adapt to the environment and fulfill the requirement of object market to achieve the aim of the corporation. This part is about the concept of marketing mix strategy, the features of marketing mix strategy, the function and apply principle of marketing mix strategy for corporation. 

 

 

3.1 The Concept of Marketing Mix Strategy

Marketing mix for a corporation in the selected market, the manage level of the corporation overall consider the environment, ability, competition situation and the controllable elements of the corporation to make a best combination and implement to achieve the original sale target of the corporation (Lin, 2013). #p#分页标题#e#

 

 

Marketing mix is an important constituent part of an enterprise’s marketing strategy. It means to make up all the controllable basic marketing solutions to be an integrity activity. The main object of marketing to fulfill the requirement of consumers, but there are so many requirements from different consumers and there are different measures can be taken to fulfill these requirements. So a corporation, when doing marketing activities, should grasp all the basic solutions and rational combine to develop the advantage and effect of the entirety. 

 

 

Marketing mix is the basement for the corporation’s marketing strategy. A well marketing mix strategy can guarantee the enterprise to fulfill the consumers’ requirements. 

 

 

3.2 The Features of Marketing Mix Strategyfor a corporation

Marketing mix is a very important marketing management method for a corporation, it has the following features:

 

 

1). Marketing mix is an association of variable. The variables which construct the marketing mix, are the conclusive elements on the marketing performance (He, 2012). The final result of the marketing mix is the function of the variables. Marketing mix is a dynamic combination, once one of the elements changed, a new marketing mix will appear and bring different marketing performance to the corporation. 

 

 

2). Level features of marketing mix. Marketing mix is composed with different levels. On the whole, “4Ps” is a big combination, and every P has a quantity of elements of different levels. In this way, the process of marketing mix can not only specific and practical but also flexible. 

 

 

3). Synergistic effect of marketing mix. A corporation can make out a perfect marketing mix just based on the accurately analysis and judgment on specific marketing environment, enterprise resource and requirement features of objective markets. So, the best marketing mix should not be the simple combination of product, price, place and promotion. That is to say, 4Ps≠ P + P + P + P. From this view, marketing is kind of art and skill of operation and management (Wood, 2008). 

 

 

4). Marketing mix has enough strain capacity. Marketing mix is the controllable element for corporation marketing management. Generally speaking, the corporation has enough right to make decision. That is to say, the corporation can confirm product structure, make competitive price, and select most perfect sale place and promotion media according to the market requirement. But, it not means the marketing mix strategy is changeless, oppositely, the marketing mix strategy should be correct, adjust to keep its competitiveness along with the changing of marketing competitive, consumer requirement and external environment. In a word, marketing mix strategy should has enough strain capacity. #p#分页标题#e#

 

 

3.3 The Functions and ApplyPrinciple of Marketing Mix Strategy for Corporation

Correct marketing mix strategy from the marketing manager has important effect on the success of corporation marketing；

 

 

1). A correct marketing mix can avoid the weaknesses of the corporation and use the competitive advantages to achieve the strategy requirement of a corporation.

 

 

2). Enhance the competitive capability and strain ability to make the corporation remain invincible. 

 

 

3). A perfect marketing mix strategy can make tight coordination between different departments of the corporation and division of cooperation, guarantee adapt to the environment changing neatly and effectively. 

 

 

4. The Impact of Social Networks on Marketing Mix Strategy

The social network service as a new channel for human being’s social intercourse has effect on the marketing mix strategy for corporations. 

4.1 The Marketing Advantages of Social Networks

Social network service as a different communication method for human being with traditional communication way which using in past thousands years, has its own advantages in marketing field:

 

 

1). Social network marketing can fulfill heterogeneous requirements from consumers. Social network service a new kind of social intercourse platform, and for now, more and more enterprises start to hold online activities over SNS websites. The examples include product embedding with the objective of new product marketing, survey of product or service in the cities which have large number of objective consumers and expansionary viral marketing activities. 

 

 

2). Social network service based marketing can reduce marketing cost effectively for the corporation (Klick, 2013). Social network service turn the traditional one-to-one and one-to-many information transferring patterns into many-to-many model, more than that SNS has stronger user interactivity, all of these features make SNS enormous advantages in marketing activities. As the main media of social network based marketing broadcast are the Internet users, the advertisement cost is much lower than the traditional advertisement. 

 

 

3). Precision marketing can be achieved over social network service. All the users of social network have higher identity facticity, meanwhile, the users are shaped into different groups distinguish by interesting, career, education background, region or other symbols. So when a corporation doing marketing, consumer screening can to done among regions, income or other standards to make specific marketing strategy and get a better marketing performance. #p#分页标题#e#

 

 

4). SNS based marketing meets the habits of network user. SNS based Internet marketing mode fits the habits of network uses such as participation, sharing and interaction. This kind of marketing can make their relationship much tight in some senses. No matter a diary from friend, a recommended video, a participant activity or the new friend of friend will make the SNS users observed the dynamic of his friend and share their feeling which is most valuable and available information and tool for marketing. 

4.2 Key Successful Elements of Social Networks on Marketing Mix Strategy

Social network brings new social media marketing mode with the features of interpersonal relationship, oral spreading and interact sharing. The corporation, when doing marketing, can embed brand information by the format of friend dynamic, hotspots, sharing and application plugins to achieve accurate release and trigger reputation effect. 

 

 

1). Release customized advertisement for target consumer groups. The registration information of most SNS website contain the age, gender, region, education background, hobbies and other information about the users. The advertisers can screen their own objective consumers based on the registration information and release customized advertisement for them, to achieve the aim to enhance marketing precision. For now, some SNS sites provide self-help advertisement platform for the advertisers to release advertisements by themselves. 

 

 

2). Develop recessive product placement marketing. Product placement marketing, which is also called as embedded marketing, is a kind of advertisement that the corporations embed their products, brands or service into activities, films, teleplay news show or other carriers. Currently, product placement marketing has been one common marketing strategy for the corporations. 

 

 

3). Oral spreading embodiment advertisement. The corporation can take full advantage of information exchange between SNS users to integrate electronic business and oral spreading. Compared with product oriented advertisement, consumers are willing to believe the experience and recommends from their friends even the friends in virtual space.

 

 

4). Doing marketing activities by the form of third party application. The advertisers wrap their promotions into the form of third party application and release. The applications allow users free adding and using, and these kinds of applications can easily broadcast via the SNS based interpersonal interaction. Some research data shows conversion rate of third party application can up to 30%. 

 

 

5). Corporations can build their public homepage to form the group of product and brand. The SNS public homepage can the change the corporation’s role from advertiser or promoter to be a member of Internet which has the equal position like common user. With the help of social circle, group and kinds of activities to attract the attention of consumers, and deposit real consumers for the corporation. #p#分页标题#e#

 

 

6). Using data mining to build the marketing database for the corporation. The data of SNS users such as registration information, the interact data produced by SNS activities is the most valuable data for corporation. The corporation can do data mining and analytic statistics over these data to build the consumer feature database, to grasp the consumer requirement and consume habit, and then distinguish objective consumer group out. 

 

 

5. Conclusion

The appearance of SNS changed the intercourse of human beings with different education background, interest, hobby and regions, it also changed the marketing strategy for the corporations. In SNS time, corporations, when making marketing strategy, not only care the traditional marketing channels, but also should pay more attention of the virtual cyber space, just as most people now cannot enjoy their life without Internet. A corporation, which can full use the tool of SNS, can make an effective but costless marketing mix strategy to achieve the marketing aims. 

 

 

 

Reference

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He, H. (2012). Corporate identity anchors: a managerial cognition perspective. EUROPEAN JOURNAL OF MARKETING 2012 VOL 46; NUMBER 5, page(s) 609-625 Emerald Group Publishing Limited   

Hull, G. Lipford, H. R. Latulipe, C. (2011). Contextual gaps: privacy issues on Facebook. ETHICS AND INFORMATION TECHNOLOGY 2011 VOL 13; NUMBER 4, page(s) 289-302 Springer Science + Business Media   

Jahn, B. Kunz, W. (2012). How to transform consumers into fans of your brand.JOURNAL OF SERVICE MANAGEMENT 2012 VOL 23; NUMBER 3, page(s) 344-361 mcb   

Kim, K. R. (2013). Designing a social learning content management system based on learning objects. MULTIMEDIA TOOLS AND APPLICATIONS 2013 http://www.ukthesis.org/default.htmlv VOL 64; NUMBER 2, page(s) 423-437 Springer Science + Business Media 

Klick, J. Parisi, F. (2008). Social networks, self-denial, and median preferences: Conformity as an evolutionary strategy. JOURNAL OF SOCIOECONOMICS  2008  VOL 37; NUMBER 4,  page(s) 1319-1327  Elsevier Science B.V., Amsterdam. 

Lin, T. T. Lee, C. C. Lin, H. C. (2013). Analysis of customer profit contribution for banks with the concept of marketing mix strategy between 4Cs and 5Ps. SERVICE BUSINESS 2013 VOL 7; NUMBER 1, page(s) 37-59 Springer Science + Business Media   #p#分页标题#e#

Mandil, A. Chaaya, M. Saab, D. (2013). Health status, epidemiological profile and prospects: Eastern Mediterranean region. INTERNATIONAL JOURNAL OF EPIDEMIOLOGY 2013 VOL 42; NUMBER 2, page(s) 616-626 Oxford University Press 

Wood, M. (2008). Applying Commercial Marketing Theory to Social Marketing: A Tale of 4Ps (and a B). SOCIAL MARKETING QUARTERLY 2008 VOL 14; NUMBER 1, page(s) 76-85 Taylor& Francis