How to use social media to target Hamilton Chinese females to a Cue store

Li, Yuangyuan and Yeung, Deniss (2018) How to use social media to target Hamilton Chinese females to a Cue store. Applied Management Conference, Hamilton, New Zealand, July, 2018.

[img]
Preview
PDF (Conference proceedings) - Published Version
Available under License Creative Commons Attribution Non-commercial Share Alike.

415Kb

Abstract or Summary

A review of Cue store’s SWOT analysis shows that this brand has outstanding reputation and quality, but its pricing strategy and the clothing industry competition have limited its market share in Hamilton. Recently, social media has developed rapidly, which is an effective channel to target Chinese female customers. Over the past ten years or so, there have been more Chinese immigrants coming to New Zealand, including Hamilton. The research aim is to understand the social media influences on clothing consumption behaviour of Chinese women in Hamilton, and to investigate the potential for Cue store to use social media to target Chinese female customers in Hamilton. WeChat was identified as the most popular social media, with 95% of Chinese females using it for online orders and payments to purchase clothes. This study indicated that the design and quality of clothes and convenient social media channels are the two main factors that influence Chinese women to make shopping decisions. Therefore, while Cue maintains the advantages of design and quality, using WeChat can effectively attract more Chinese female customers. Another recommendation is to add WeChat payment function in the Cue store and use WeChat for advertising and promotion. The mobile app is a trend of online sales in the fashion industry. This research will lead to an understanding of the factors affecting the turnover rate of MasterHouse through secondary research, then researchers will collect data through quantitative research, and develop a strategic plan for MasterHouse to reduce employee turnover. The researcher will use questionnaires to investigate the HR strategies of MasterHouse and employees’ views on MasterHouse current HR process and policies. This research will involve five factors that affect employee turnover rate: Long-term relationships, benchmark, work-life balance, talent management, rewards and motivation. The researcher then connected and compared survey results with information in the literature and developed a practical plan for MasterHouse to reduce employee turnover rate.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:business, targeted marketing, social media
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6217
Deposited By:
Deposited On:26 Nov 2018 02:57
Last Modified:26 Nov 2018 02:57

Repository Staff Only: item control page