중국 소셜 네트워크 서비스의 활용사례와 중국진출 기업의 적용방안에 관한 연구

초록

Social network service is increasingly attracting the attention of companies for using it as a marketing and business tool. SNS is not a mere human network and it is being used as a marketing channel for a firm, exceeding the role of simple distribution channel. This research examines the possibility of SNS as a strategic tool of communication and suggests the practical implications for firms by analyzing the successful cases of using SNS by companies which entered the Chinese market. We compared the characteristics of 5 types of Chinese SNS platforms. They are privacy information based service, message based service, contents based service, search engine based service, and purchase based service. We analyzed the cases of using SNS by Chinese firms such as GiaGS, Shiefuran, JungShin Bank, etc. and by foreign firms such as LOHAS, McDonald’s, Uniqlo, Munglong, Lay’s, The North Face, etc. The result of case analysis shows that the common success factor is inducing the voluntary participation of customers. The success of the companies start from getting away from the one-sided mechanism of the existing information consumption and from expanding relationship between users by actively producing and sharing information and by voluntarily participating based on two-way communication of SNS. We suggested the four application methods based on the success cases of domestic and foreign firms that use Chinese SNS. First, it is required to use SNS platform which meets the corporate goals. Second, firms themselves should create the culture and ecosystem for open communication. Third, the development of information analysis system is necessary for enhancing the customer-oriented communication. Finally, it is necessary to create the customized contents that are feasible to firms and their products. The contribution of this research are examining the possibility of SNS in firm’s marketing functions and suggesting effective application methods by analyzing the company cases of using SNS. Future research will be conducted empirically in terms of proving the effectiveness of using SNS by firms based on further conducting the relevant literature review and case analysis.

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