The emerging media based on micro-blog andKakaoTalkfast into people's lives. The number of KakaoTalkregisteredhas reached to 300 million. The impaction of KakaoTalkis more than mobile phone text messages and phone calls and KakaoTalkhas been an essential tool in people's life. The enterprisemarketing through KakaoTalkhas been a new kind of media marketing which is subverting the traditional marketing concept and supporting a new profit growingchannel for the social media.
Through literature, case study method combing Korea development status of KakaoTalk, its success factors, and marketing science, communication theory, study its development path, including the KakaoTalksuccess factors and potential analysis of mobile instant messaging, through detailed SWOT strengths, weaknesses, opportunities and challenges of the research KakaoTalk, and noted that the future development trend of KakaoTalkWith theoretical analysis and practical reference value.
First of all, analyze the purposes and the literature review through the literature material law and the historical
induction. Also, the main research questions and methodology are explained.
其次，對現有參考文獻進行了詳細的分類。根據Kakaostalk的引進和發展現狀，分析了韓國Kakaostalk的基本功能，并實際安裝了KakaostalkApp。Secondly, the existing reference literatures are to be detailed classified. The basic functions of Korea KakaoTalkare analyzed according to the introduction and development status of KakaoTalkand actually install the KakaoTalkAPP.
第三，借鑒營銷傳播理論分析了Kakaostalk的成功因素，結合韓國Kakaostalk的營銷現狀，研究了Kakaostalk的成功因素和移動即時通信的潛力等發展軌跡。Thirdly, analyze the success factors of KakaoTalkreferring the marketing and communication theory, combined with Korea KakaoTalkmarketing situation to study the development trajectories including the KakaoTalksuccess factors and the potential for mobile instant messaging.
Finally, media marketing model for KakaoTalkis analyzed by SWOT to study the strengths, weaknesses, opportunities and challenges and the future development trend of KakaoTalkis noted.
1.2 Literature review
The main research both in domestic and international is analyzing the successful experiences of KakaoTalkthrough the precise marketing theories. The contemporary direct marketing written by Lisa is the work that earlier put forward the precision marketing theory and is an improvement on traditional marketing ideas. Also, the theory that decision-making can be under data which from the market segment is put forward by Lisa. At current, the researchers are mainly utilizing the potential market and classification of customers. However, the view of precision marketing theory for Chinese scholars is mainly consistent.
A full definition for marketing by United States market Marketing Association is that marketing is an idea, a design for products and service, pricing, promoting and distributing plans and implementation process. Therefore, the marketing can produce exchanging which meet the personal and original target.
Marketing mix can be established by business-activity and the study objects are from the customer market and potential market. Also, the marketing mix theory is first proposed by N.H.Borden who is a professor at Harvard University in 1964. And the theory is including the 4Ps theory, the 4Cs theory and the 4Rs theory.
(1) The 4Ps theory which is developed by Professor E.Jerome McCarthy and from the English initials of the four elements of marketing, namely: Product, Price, Place and Promotion. 4Ps is mainly from the perspective of enterprises and paying attention to enterprises can do something to consumers. Also, the theory does not reflec