Year: 2024
Type: dissertation
Abstract: Flower tea is popular among consumers for its health benefits in the Shanghai market, and the competition is becoming increasingly fierce.The main problem faced by Company S is that the traditional marketing strategy can no longer satisfy the diversified information acquisition needs of consumers, which leads to the poor effectiveness of its social media marketing, blurred brand image, and low user stickiness. Therefore, the objective of this study is to increase the market share and sales performance of Company S by improving its new media marketing strategy, which is expected to increase sales from RMB 1 million to RMB 1.5 million. The thesis methods used include in-depth interviews, questionnaires, SICAS model and Porter's Five Forces model for market analysis, and qualitative analysis to assess the effectiveness of different marketing strategies. The study proposes that user stickiness and brand loyalty can be effectively enhanced by integrating multiple social media channels, such as Weibo, Xiaohongshu and Douyin, and strengthening interaction with users. The results of the study show that the integrated marketing strategy can significantly increase brand awareness and market competitiveness, and is expected to achieve an increase in sales targets. In addition, strengthening the use of social media and user interaction is a key strategy to enhance market performance. Through these methods, Company S was able to stand out in a competitive market and achieve both sales and brand building.
Source: Repositório do ISCTE-IUL
Author: Jinpeng Xie
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7048959274