Network communication technology has developed for decades. As a result, nowadays, marketers can communicate clients more effectively through the use of social network media to develop a powerful relationship marketing strategy. This dissertation compares relationship marketing strategy with existing marketing theories. Based on the comparison, the dissertation uses qualitative approaches to analyze the cooperation between Newman Co. (It is a social media service firm that helps companies with relationship marketing strategy.) and PetroChina, so as to propose a successful way to integrate the social network media into a relationship marketing strategy. Some materials are gathered from email interview with Mr. Zhao, the Manager of the Service Department from Newman Co. Moreover, the dissertation conducts a case study (It is based on interview with Mr. Peik Hua, the General Manager of Southwest Branch of PetroChina) about what benefit that PetroChina has got through using Newman's social media system (Remote video conferencing system). The purpose of this dissertation is, by analyzing those materials, to identify what social media can do for relationship marketing strategy, and how it works, so as to find out and highlight the benefits of social media networking. Meanwhile, this dissertation attempts to definite how SMEs form large clients relationship, such as Newman co., to approach large clients and gain their trust to incorporate social networking media into their relationship marketing strategy.

Social media marketing has gained tremendous attention in recent years and has become a powerful tool for companies, entrepreneurs and marketers to approach their target customers and cultivate longtime customer relationship with increased engagement. Despite the increasing investment on social media marketing and the increasingly important roles users play today, few of previous studies, however, were focused on the user behavior or the key factors that influence user engagement with brands on social media. We chose the technology acceptance model (TAM) and uses and gratifications theory (UGT) as our theoretical foundation to investigate user behaviors on social media and the factors that influence user engagement with brands. We tested our model in two different social media platforms; Facebook and Instagram. The conclusions were based on inputs from a survey with 126 respondents with diverse background and age groups. We tested the hypotheses utilizing statistic correlation analyses. Among the five researched variables, H1 (perceived usefulness) and H5 (motivation for information) are proved to be statically significant. Despite a number of limitations, our research sheds a light on the study of user behavior on social media platforms. Understanding user behavior is useful for entrepreneurs and marketers in shaping more efficient ways to target the right audience on the right platform(s) to achieve their marketing objectives by effectively exploiting the potential of social media.

The target of this thesis is to design appropriate communication tools and channels from Marketing Communications area mainly for Business companies which engage in architectonic and project field. Recourses of this thesis will be theoretical findings from area of contemporary trends in Marketing Communication. These are applied in an analysis of present day state of the company. They are an initial point for particular design of Marketing Communication of the given company herewith.