1. 研究目的与意义（文献综述包含参考文献）

2. Literature review 2.1 Research on Social Media Marketing The field of Social Media Marketing research has been emerging since 2003. A large number of studies have been made since then. The rise and continued growth of Social Networking Sites have attracted companies who see the potential to transmit their marketing information to the customers and enter into a dialogue with them using the word-of -mouth shifting from traditional one-to-many communication to a one to one approach and offering contact or assistance at any time through SNS such as Facebook, Twitter, etc. (Hanna et al. 2011). Social networks, as a part of Web2.0 technology, provide the technological platform for the individuals to connect and share information online (Boyd and Ellison 2008). As such, for brand owners, it#8217;s an perfect way to enlarge the influence of their brand name. They don#8217;t have to spend a bulk of money to advertise on TV now#8212;although TV advertisements do have its own attraction. And they don#8217;t have to advertising on old-fashioned newspapers, which have little influence. The advantage of this new electronic channel is that it can be used to communicate globally and to enrich marketing toward consumers at the personal level(Mangold and Faulds 2009). Through users#8217; feedback or by observing user#8217;s comments on social media, companies can learn about customers#8217; real needs, and do some adjustments to meet their needs accordingly. Despite the general popularity, viral marketing on Social Networking Sites has not yet reached the high expectations set. Although many Social Media Marketing channels have already been created, how these channels are being used, what their potential is and how consumers interact remains largely unknown. A structured, academic analysis in this field is still outstanding and has yet to be addresses form different perspectives (Richter et al. 2011.) The phrase ”Social Media Marketing” was promoted by a foreign expert at the first time. With the continuing growth and prosperity of Social Media Marketing and the popularity of electronic commerce, Social Media Marketing has thus emerged. The knowing of Social Media Marketing in China were based on the studying of foreign related books. The book by Scott Stratten unmarketing: Stop Marketing, Start Engaging indicates that the prerequisite of Social Media Marketing is to establish good relationships with customers. New York Times bestselling book Likeable Social Media by Dave Kerpen who worked in a social media software company mainly focused on the specific operation and strategy of Social Media Marketing. Erik Deckers Branding yourself: Using Social Media to Invent or Reinvent Yourself which advises how to build online presence using social networks. Those are all foreign documents because Chinese people didn#8217;t know much bout what is social media. Although with a late start on the study of Social Media Marketing, China didn#8217;t be lagged behind the world. On the contrary, China stepped quick into this field, actively digging deep to it. Zhou Chunping (2014) suggested that social media have features of transparency, dialogism and connectivity. Liu Chengfeng (2014) took Chunqiu Airline#8217;s social media strategy in target country Thailand as an example, with the hope of finding out the most effective way for Chunqiu Airline to put their social media strategy into practice. Li Xin (2015) probed features, necessity and advantages of Social Media Marketing compete between companies. Based on this, he studied principally on the major analyzing and collecting methods a company used on Social Media Marketing. 2.2An overview of WeChat marketing and Facebook marketing 2.2.1 The definition of and the introduction of WeChat Marketing WeChat marketing is one of the marketing ways for companies or individuals during networking economy times. There are some WeChat marketing ways: 1.QR code: Response Code Companies or individuals will have a QR code as long as they created a public WeChat account. Usually, companies or individuals persuade their target customers to scan their QR code by promising them some benefits, for example: give them a VIP card or some free gifts and so on. 2.LBS: Location Based Services. There is no much difference between Location Based Services (LBS) and Geographic Information System(GIS). WeChat has a function of positioning. With people#8217;s clicking the ”look around” button, they can easily text message to people nearby. Many companies use this function sending their sales information to users nearby, which is not only convenient for users#8217; shopping, but also promoting their brand name. In addition, they can make profit by doing so. 3.Messenger Bottles From time to time, WeChat users wanna pick up a messenger bottle just out of curiosity. Those messenger bottles are distributed casually to users. Companies may send text, picture, voice message or even a video if they like. 4.Moments (friends circle): On this page, people are allowed to post their information to their followers only. But in one condition, their posts will presented to other users: They spend money to advertise. 5.Public accounts marketing On public account page, company could post their sales information about new products, sales discount or give away activities. 2.2.2 The definition and the introduction of Facebook Marketing Facebook marketing is one of the Social Media Marketing ways, in which people have access to create a business page. There are two ways only to advertise on Facebook: Boost your post (Choose a popular post to boost); Create an advertisement. Differing from WeChat, on Facebook, people can decide their advertising purpose. 1.Promote your page: increase your page followers 2.Boost your posts: Increase your reach number 3.Send people to your website: Direct people to your online shop 4.Increase your post engagement: Make your post have more engagements with potential customers and your followers.

2. 研究的基本内容、问题解决措施及方案

1.Introduction 1. 1 Research Background On 4th August 2017, China Internet Network Center claimed its fortieth data report in Beijing: Statistical report on the development of China's Internet Network. The data showed that the number of Chinese netizens has reached 751 million till June 2017, accounting for 1/5 of the figure of global netizens. New increased netizens mounted to 19.92 million within just half of a year with a growth rate of 2.7%. The internet popularity rate is 54.3%, beyond global average growth rate. It has become a prominent power to promote the transmission of economy and society in our country. Chinese Social Media Marketing continues its way delving into advertising market. A lot of entrepreneurs see their speculation and turn their eyes to how to seize the opportunity making the most use of social media promoting their brand. In the earlier half year of 2017, apps of business trade is becoming more and more popular. Online shopping, online take-away and online travel ticket reservation scale up about 10.2 %, 41.6% and 11.5% respectively. 1.2 The purpose and significance of the research Most of entrepreneurs don#8217;t have an overall knowing of Social Media Marketing. They didn#8217;t made any research before they set about to invest. They just follow the marketing trend blindly. As a consequence, fewer companies can benefit a lot from Social Media Marketing. It#8217;s urgent for companies find out an efficient way to Social Media Marketing and to improve their ROI (return on investment). In this way, companies are more likely to avoid becoming a sacrifice to the marketing strategy. To contribute in this direction, in this paper we try to analyze and answer the question how culture influences the level of online customer engagement on Social Media Marketing channels. 3. Methodology Synthetic methodology is adopted in this study, with its focus on case study and literature analysis. Some typical and successful cases of WeChat marketing and Facebook marketing are analyzed in depeh and in comparison. Generally speaking, Wechat public accounts usually flood their pages with numerous updates every day no matter their followers like it or not. They incline to posting frequent updates to ensure their reach number. Indeed, frequent updates is generally seen as a most effective way to maintain an engaged fan base. However, too many updates may annoy users. More often than not, their followers have to cancel their subscribe in order to get rid of those updates. Those WeChat public accounts#8217; updates are presented chronologically. However, not many Facebook business pages post their updates so frequently. Some WeChat marketing cases analyzed include Xiaomi、Starbucks and Toutiao News Some Facebook marketing cases such as Starbucks,Red Bull and Nike are studied. References: Ba, X. L.【巴香丽】，河南大学，我国中小企业基于Facebook平台的广告信息传播研究【D】，中国优秀硕士学位论文全文数据库，2014. Dai, H. Q.【戴慧祺】，江西师范大学，移动互联网时代背景下的微信营销探究，中国优秀硕士学位论文全文数据库, 2014. Han, Y. L.【韩永利】，河南大学，国内社交媒体营销现状及发展趋势研究【D】，中国优秀硕士学位论文全文数据库，2014. Liang, X. J. Yang, Y., An experimental study of chinese tourists using a company-hosted wechat official account, Electronic Commerce Research and Applications, 2018, volume 27: 83-89. Liao, B., Lu, Y., Liao, Z. M.【廖波，卢艳，廖钊明】，微信营销中微信的传播机制研究【J】中外企业家， 2013 (03): 108-112. Ma, S. N.【马舒宁】，企业微信营销传播研究【D】，中国优秀硕士学位论文全文数据库，2014. Pletikosa, C. Irena, M. F.(2013), online engagement factors on facebook brand pages, Social Network Analysis and Minging, 2013, volume 3: 843-861. Su, N., Reynolds, D., Sun, B. X., How to make your facebook posts attractive: A case study of a leading budget hotel brand fan page, International Journal of Contemporary Hospitality Management, 2015, volume 27: 1772-1790.