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Title: Social media marketing strategy in logistics industry
Authors: Chiu, Chia-Hsuan
Rishi, Abhinav
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
Subjects: 广东广州新陆程物流有限公司.
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.
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