| Abstract |
| Mobile SNS is demanding and developing change of corporate marketing as it brought new environments to relationships and communications between companies and consumers. As there are no any restrictions of space and time in mobile SNS because portable computer functions are introduced, it is the platform which maximized mobility and convenience. So the Korean companies`s marketing cases which utilizes mobile SNS have increased. This study tried to consider the definition of mobile SNS and environmental changes from the viewpoint of marketing utilization, compare and analyze the functional characteristics and expected value of Korean and Chinese mobile SNS channels through UNQLO`s case, and purpose was to draw the Types and Characteristics of fashion marketing In each country. The comparison and analysis result of official accounts has found that WeChat`s information connectivity between users and customer utilization are higher than those of Kakao Talk Plus Friends from the social aspect. In the functional asepect, WeChat`s official accounts are building differentiation of channels by utilizing the various functions. Finally, in the diversity aspect of promotion, the official accounts of Kakao Talk Plus Friends and WeChat all require supplementation of the activity item to contribute to society. And Kakao Talk Plus Friends could be found to need to supplement and strengthen customer services and the item to manage relationships with customers. Therefore, companies should establish marketing strategies which can mutually supplement and integrate customer services, marketing promotion, management of relationships with customers, and marketing purposes of the activities to contribute to society. |
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| Key Words |
| 모바일 SNS 마케팅, 카카오톡 플러스 친구, 위챗 공식 계정, 유니클로 브랜드, Mobile Social Network Sites Marketing, KakaoTalk Plus Friend, WeChat Official Account, Uniqlo Brand |
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