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|Title: ||Social media marketing strategy in logistics industry|
|Authors: ||Chiu, Chia-Hsuan|
Leung, Ka Sing (梁家昇)
Zhang, Xiaojiao (張小皎)
|Department: ||Department of Information Systems|
|Issue Date: ||2015|
|Course: ||IS6930 Management Consulting in Asia|
|Programme: ||Master of Science in Information Systems Management|
|Supervisor: ||Dr. Fang, Yulin;
Mr Lo, Frank|
WeChat (Electronic resource)
Business logistics -- China -- Marketing.
Internet marketing -- China.
Online social networks -- China.
Social media -- China.
|Citation: ||Chiu, C. H., Rishi, A., Leung, K. S., & Zhang, X. (2015). Social media marketing strategy in logistics industry (Outstanding Academic Papers by Students (OAPS)). Retrieved from City University of Hong Kong, CityU Institutional Repository.|
|Abstract: ||The purpose of this report is to recommend strategies to improve the use of social media in
order to increase its competition advantage in the china logistics market and strengthen the
service and brand of GuangZhou Neway Logistics Company Limited (hereinafter referred to
as 'Neway Logistics'). We have determined the social media, like WeChat, need to be
targeted towards the general customers. Our recommendations focus on implementing an
integration of marketing strategy and business processes through WeChat and its certified
public platform service. By aligning Neway Logistics's social media strategy with the
business culture, all the staff and its customer groups are young and active who can be highly
accommodate the use of social media platform, we believe improvements may be seen
through increased brand awareness and interaction with the targeted customers.
We were able to identify and verify a slight misalignment between the company's business
strategy and their current social media strategy and processes. Neway Logistics did not invest
and use social media platform much before, which just focused on words of mouth "WOM"
among its customers, it did not see any advantages and opportunities from social media
earlier. To improve the use of social media, we recommend focussing on the integration of
business processes and WeChat, like goods/order tracking, ordering, and online order
management on the WeChat public platform service, which can help Neway Logistics for
satisfying the customers' expectation, maintaining a well-established customer relationship
and expand into new markets.|
|Appears in Collections:||OAPS - Dept. of Information Systems|
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