- Volume 12 Issue 7
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A Study on Business Strategies and Success Factors of Social Network Service and Enterprises: Focusing on Representative SNS of Korea, China, and USA
소셜 네트워크 서비스 기업의 비즈니스 전략과 성공요인 분석에 관한 연구 : 한국, 중국, 미국의 대표적인 SNS을 중심으로
- Lee, Cheol-Min (Dept. of Business Administration, YeungNam University) ;
- Kim, Chang-Su (Dept. of Business Administration, YeungNam University) ;
- Park, Kyung-Won (Dept. of Business Administration, YeungNam University) ;
- Ahn, Hyun-Sook (Dept. of Business Administration, YeungNam University)
- Received : 2014.05.09
- Accepted : 2014.07.20
- Published : 2014.07.28
In this paper, representative social network services(SNS) of Korea, China, and America such as Cyworld, Renren and Facebook were analyzed in regards to their business strategies and successful factors. From the analysis results, it was found that their common business strategies are strengthening a sense of belonging by providing differentiated customer services and by increasing customer satisfaction and this kind of strategies were naturally connected to the corporate marketing. So, Maintaining their own differentiated services, SNS companies should make a constant efforts to meet customers' needs on the base of success factors. Companies which will carry out marketing with SNS should also improve their images through communication with customers, utilizing services provided by SNS companies which match well with companies using SNS as a means of marketing. As various extensive researches are being conducted on SNS which enabled online networking, such findings will be usefully referred for similar researches and will provide theoretical basis and practical guidelines for future researches.
Social Network Service;Business Strategy;Success Factor;Network;Corporate Marketing
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