A Study of Subway’s Social Media Marketing Strategy

Abstract

In the context of the continuous development and popularization of Internet technology, social media has gradually become a key part of the enterprise marketing system. It is vital to unlock and inspire brand potential by optimizing the social media program. 4P strategy analysis and SWOT analysis on Subway restaurant have gained remarkable attention in earlier research. However, previous studies fail to address the issues of Subway in China focusing on the perspective of social media marketing. The main purpose of this paper was to focus on uncovering what impede the expansion process of Subway China and how Subway will succeed in its Chinese market expansion by utilizing effective social media marketing strategies. The findings indicate that problems including intense competitiveness, inadequate localization and unsatisfactory social media operation are needed to be tackled, followed by further analyses eliciting several instructive suggestions revolving around the optimization of the social media marketing strategies of Subway China. Brand image promotion, interactivity enhancement and data analysis regarding to social media marketing strategies are proposed in this paper, aiming at providing referable approaches leading to a prospective future of Subway China.