|
Social Networking in China and The United States: Opportunities for New Marketing Strategy and Customer Relationship Management |
|---|---|
| รหัสดีโอไอ | |
| Creator | Roger J. Baran |
| Title | Social Networking in China and The United States: Opportunities for New Marketing Strategy and Customer Relationship Management |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2554 |
| Journal Title | AFBE Journal |
| Journal Vol. | 4 |
| Journal No. | 3 |
| Page no. | 464 |
| Keyword | Social Networking |
| ISSN | 2071-7873 |
| Abstract | This paper compares and contrasts the usage of social networking sites in China and the United States by consumers--their activity, engagement and motivations for usage. How marketers can use social networking in theirB2C and B2B marketing efforts is then discussed along with successful and unsuccessful company examples from both countries. Reasons for the differing rates of usage of customer relationship management techniques between the U.S. and China are discussed along with how social networking can fit into a company's CRM cycle. The complete array of customer retention tactics and how each can benefit from social networking completes the work. |
