Enterprise Network Marketing Strategy Based on SNS Social Network

Abstract

The SNS (social Network Service) social network refers to the social network structure established by people and people through friends, transactions, ideals, hobbies, and other certain relationships. This paper starts with an analysis of social networking and its characteristics, points out the impact of social networking on corporate relationship marketing, and proposes the strategies that companies should adopt to implement relationship marketing in the social networking age, with a view to providing flexible use of social networking tools to more effectively conduct relationship marketing reference. On the basis of technology acceptance theory, user satisfaction theory of information system and service quality theory, this paper puts forward a model of influencing factors of user acceptance of SNS. Structural equation modeling is used to test the model. There are modulation variables between perceived ease of use, perceived usefulness, social impact and behavioral intention, and personal innovation. This paper also puts forward some insights of Internet marketing in the environment, in order to allow companies to have a deep understanding of social networking sites, and to help in the practical activities of network marketing.