| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === With the rise of the social media economics, not only commercials and advertisement but also social media are marketing tools of enterprises. In Taiwan, Internet users spend 9.6 hours per month as a 1/3 part of total Internet using hours on FaceBook. Because of the behavior of Internet users, many enterprises start to take social media as a marketing tool. Nowadays, customers actively interact with people instead of receiving information passively. The strategy of social marketing has been an important issue for enterprises.
The purpose of this study is to understand how an enterprise works its’ strategic planning of social marketing in a hyper-competitive retailing industry. In order to understand the recent development of social media, first, this study analysed retailing industry and the trend of surfing the Internet. Second, this study aimed at the case “7-ELEVEN” and conducted the analyses of competitive advantage, strategic position and management model. Hope this study can be reference resources for following researchers and for enterprises who have the plan of taking social media as a marketing tool.
The conclusions of this study are as follows.
1.The strategic position of 7-ELEVEN is“offering a virtual social platform of complete product information, interesting and diverse content, easy-to-use interface and satisfied information.”
2.7-ELEVEN makes the social media a coherence of physical channel, e-commerce and brand image.
3.7-ELEVEN makes a deeper impression in customers’ mind through a complete social website network, experience APPs and image characters to achieve the purpose of creative and diverse marketing of social website.
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