HD1_HOÀNG-MINH-THÚY_17BA084_LVTN

VIETNAM KOREA UNIVERSITY OF INFORMATION AND COMUNICATION TECHNOLOGY FACULTY OF DIGITAL ECONOMY & ELECTRONIC COMMERCE HOANG MINH THUY ANALYSING SOCIAL MEDIA MARKETING ACTIVITIES OF BICI CENTER COMPANY LIMITED GRADUATION THESIS MAJOR: BUSINESS ADMISTRATION Da Nang - 06/2021 VIETNAM KOREA UNIVERSITY OF INFORMATION AND COMUNICATION TECHNOLOGY FACULTY OF DIGITAL ECONOMY & ELECTRONIC COMMERCE HOANG MINH THUY Student ID: 17BA084 ANALYSING SOCIAL MEDIA MARKETING ACTIVITIES OF BICI CENTER COMPANY LIMITED GRADUATION THESIS MAJOR: BUSINESS ADMISTRATION Instructor: Master Vu Thu Ha Da Nang - 06/2021 ACKNOWLEDGEMENT I would like to sincerely thank all the management, departments of BiCi Center Co., Ltd and especially you in the Marketing department Thanks to the dedicated guidance and help of everyone, I have allowed myself to learn about the activities in the company, from which this knowledge will be the basis for the implementation of the report Moreover, it helps me strengthen my knowledge and get used to the work later, making an important step forward so that I can take on the job in the future While studying at The University of Information and Communication Technology in Korea, I was trained in marketing basics and expanded my knowledge in several other fields to help me improve my understanding even more It is these things that will make it possible for me to a good job after graduation I would like to sincerely thank the teachers and the school for enthusiastically conveying knowledge to me during my time at the school so that today I can apply this graduation essay And I would like to express my deepest thanks to Ms Vu Thu Ha, who has dedicatedly guided me from the initial concepts to the selection of topics and the completion of the report And I would like to wish the Board of Directors, teachers and brothers and sisters in the Company good health and reap many successes in work as well as in life Hoang Minh Thuy – 17BA III TABLE OF CONTENTS ACKNOWLEDGEMENT i TABLE OF CONTENTS ii LIST OF FIGURES v LIST OF SYMBOLS vi LIST OF TABLES vii ABSTRACT 1 Purposes of topic Topic objectives 3 Subjects and scope of research Research method Structure of the Thesis CHAPTER THEORETICAL BASIS OF SOCIAL MEDIA MARKETING 1.1 OVERVIEW OF MARKETING 1.1.1 Concept of marketing 1.1.2 Role of marketing 1.2 OVERVIEW OF SOCIAL MEDIA MARKETING 1.2.1 Social Media Marketing definition 1.2.2 Role and benefit of Social Media Marketing 1.3 SOCIAL MEDIAL MARKETING TOOLS 1.4 STEPS TO DEVELOPING A SOCIAL MEDIA MARKETING PLAN 14 1.4.1 Target customer 15 1.4.2 Communication objectives 15 1.4.3 Design communication message 16 1.4.4 Communication channels 16 1.4.5 Determining the budget 18 1.4.6 Monitoring and Evaluating of Social Media Processes 19 1.5 FACTORS AFFECTING SOCIAL MEDIA ACTIVITIES 20 1.5.1 Internal factors 20 1.5.2 External factors 21 CHAPTER SUMMARY 24 CHAPTER ANALYSING SOCIAL MEDIA MARKETING ACTIVITIES OF BICI CENTER 25 2.1 INTRODUCTION OF BICI CENTER COMPANY LIMITED 25 2.1.1 Introduction of BiCi Center Company Limited 25 2.1.2 Organizational structure and business functions 27 2.2 ACTIVITIES, PRODUCT, CUSTOMER 29 2.2.1 Main activities 29 2.2.2 Product 30 2.2.3 Customer and market segment 31 2.3 BUSINESS OPERATION SITUATION OF BICI CENTER CO., LTD (20182020) 32 2.3.1 Income statement 32 2.3.2 Human resources analysis 34 2.3.3 Conduction of the capital, property 36 2.4 ANALYZING THE ENVIRONMENT AFFECTING SOCIAL MEDIA MARKETING ACTIVITIES OF BICI CENTER CO., LTD 38 2.4.1 Macro environment 38 2.4.2 Micro environment 47 2.4.3 SWOT 54 2.5 ANALYZING SOCIAL MEDIA MARKETING ACTIVITIES OF BICI CENTER CO., LTD 58 2.5.1 Target customer 58 2.5.2 Communication objectives 59 2.5.3 Communication message 59 2.5.4 Communication channels 59 CHAPTER SUMMARY 82 CHAPTER SOLUTION TO IMPROVE THE EFFICIENCY OF SOCIAL MEDIA MARKETING ACTIVITIES AT BICI CENTER CO., LTD 83 3.1 EVALUATING THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING AT BICI CENTER 83 3.1.1 Achievements 83 3.1.1 Drawbacks 84 3.2 FUNDAMENTAL ANALYSIS FOR SOCIAL MEDIA MARKETING EFFICIENCY AT BICI CENTER CO., LTD 85 3.2.1 Concrete premisses 85 3.3 SOLUTIONS TO IMPROVE THE EFFICIENCY OF SOCIAL MEDIA MARKETING ACTIVITIES AT BICI CENTER CO.,LTD 87 3.3.1 Solution for Facebook 87 3.3.2 Solution for Website 93 CONCLUSION 99 REFERENCES 100 LIST OF FIGURES Figure 1.1 steps to developing a social media marketing plan 14 Figure 1.2 S.M.A.R.T Objective framework 15 Figure 1.3 Four Zone of Social Media Marketing 16 Figure 2.1 Organizational structure of BiCi Center Co., Ltd 27 Figure 2.2 Internet and mobile payment transactions 46 Figure 2.3 Fan page of BiCi Center 61 Figure 2.4 Other Fan Page of BiCi Center 62 Figure 2.5 Some fanpage posts of BiCi Center 68 Figure 2.6 Advertise online on Fanpage 69 Figure 2.7 BiCi's holiday discount voucher 70 Figure 2.8 Stats for likes on BiCi Uniforms fanpage 71 Figure 2.9 Interactive statistics on Facebook by BiCi and its competitors 72 Figure 2.10 Website interface on the computer interface 74 Figure 2.11 A standard SEO article on the bici.vn 75 Figure 2.12 bici.vn website visits statistics 75 Figure 2.13 BiCi's advertising template on our Top1DaNang.Com 76 Figure 2.14 Banner advertising on the Top1DaNang.Com 77 Figure 2.15 One of the forums that the company performs 78 Figure 2.16 One of the forums articles that the company performs 79 Figure 2.17 The company's Pinterest website 80 Figure 2.18 Some pins on the company's Pinterest page 81 Figure 3.1 Viral promotional content 89 Figure 3.2 Form of post promotion 90 Figure 3.3 Comment function illustration for website 97 Hoang Minh Thuy – 17BA V II LIST OF SYMBOLS SMM Social Media Marketing Co.,Ltd Limited Company PR Public Relations ADS Advertising SEO Search Engine Optimization GDPR General Data Protection Regulation Hoang Minh Thuy – 17BA VI II LIST OF TABLES Table 2.1 Incom statement of BiCi Center Co., Ltd From 2018 to 2020 32 Table 2.2 Human resources situation of BiCi Center Co., Ltd in the period of 2018 – 2020 34 Table 2.3 Balance Sheet of BiCi Center Co., Ltd from 2018 to 2020 36 Table 2.4 The assigned table is in charge of the above jobs 63 Table 2.5 Schedule of Facebook posts by week on BiCi Center fanpage 67 Table 2.6 Travel season ads schedule 68 Table 2.7 Budget for the 2021 travel shirt advertising campaign 70 Table 2.8 Structure the number of orders from the social media 72 Table 2.9 Budget for advertising activities on social news websites Top1DaNang.Com .77 Table 3.1 Time to implement advertising and viral marketing 91 Table 3.2 Budget for facbook and viral marketing advertising 91 Hoang Minh Thuy – 17BA IX Analysing Social Media Marketing Activities Of Bici Center Company Limited ABSTRACT Purposes of topic Currently, we have been living in industrialization and modernization with the outstanding development of science and technology In particular, the social network is a platform that develops quickly, it attracts a large number of participants to use everywhere in the world with many different ages In a relatively short time in the last 2-3 years, it is becoming an indispensable tool for the life of each person It helps us connect people with people from anywhere in the world, regardless of time and geographical gaps In Vietnam, social media is a place for participants to share their feelings, status, mood, provide information, contact friends and besides it is also a tool to consult and search for information about services, goods, and products before making a decision It can be seen that the number of social media users is quite large with more than 3.5 billion people, accounting for about 46% of the total population in the world According to where social report in April 2018, the number of social media users in Vietnam is quite high with 58 million people, ranked 7th in the world, up 16% compared to last year 2It is expected that this number will continue to increase sharply in the following years Social media users say that they will often track the brand's products and services, and of course, they will also unfollow the brand on social media if the brand does not provide the correct and necessary information to them And customers also often use social networks to message, communicate thanks to search support, Hoang Minh Thuy – 17BA 10