A Case Study of ASUS’ Marketing from the Perspective of Influencer Economics

Purpose - Influencers, an important aspect of Internet development in recent years, have made a significant contribution to the development of China’s network economy. Influencer marketing under the influencer economy has attracted attention as a new business model. As the scale of influencer marketing continues to expand, it has become an important way for products to realize sales. Therefore, analyzing the influencer marketing process and modes can provide reliable influencer marketing strategies and methods for enterprises. Design/Methodology/Approach - This study collects a large amount of influencer marketing strategy literature, and conducts case studies, extracts information useful for influencer economic research for generalization and summarization. It uses SWOT analysis to analyze ASUS’s influencer marketing strategy, summarize ASUS’s influencer marketing problems and solutions, and put forward corresponding optimization suggestions. Findings - The results of the study found that there are problems in the current influencer marketing model in China’s Internet economy. For example, the influencer category is single, the quality level is uneven, homogenization is serious, recognition degree is poor, there is a lack of professional knowledge, the influencer marketing field is too concentrated, influencer marketing needs to be perfected, and so on. Based on this, this thesis proposes influencer marketing strategy improvement programs, such as increasing portfolio strategy, word-of-mouth marketing strategy, knowledge marketing strategy, branding strategy, and so on. Research Implications - Through a case study of ASUS, we can understand the constraints in the influencer marketing process of ASUS, and lay a foundation for solving problems. At the same time, the study constructs influencer marketing strategies based on the corporate perspective, which can provide reference for the design of influencer marketing of peer companies and promote the healthy development of the influencer economy.