xi LIST OF TABLES xv 表目 xvi LIST OF FIGURES xvii 图目录 xviii 1 Introduction 1 1.1 Research background 1 1.2 Research objectives 2 1.3 Study Limitations 2 1.4 Benefits of the Study 2 1.5 Structure of thesis 3  viii PAGE 2 Literature Review 5 2.1 The co-working spaces and social media promotion 5 2.1.1 Social media promotion for co-working spaces 5 2.2 The theory of Integrated marketing communications (IMC) 6 2.2.1 The theory of processes and evaluation of Integrated marketing 7 communications (IMC) 2.2.2 The integrated marketing communication mix tools 8 2.2.3 Brand and Integrated Marketing Communications 9 2.2.4 Literature review on integrated marketing communications (IMC) 10 2.3 Introduction to social network theory 11 2.3.1 Social Media Marketing 11 2.3.2 Electronic Word of Mouth (E–WOM) 12 2.3.3 Online Communities 12 2.3.4 Online Advertisements 12 2.3.5 Literature review on social network marketing 13 2.4 Analysis tools and technique 14 2.4.1 Cause and effect analysis (Fishbone diagrams) 14 2.4.2 Five Force Model 14 2.4.3 PESTEL analysis 15 2.5 Other related theories 15 2.5.1 Co-working space management 15 2.5.2 Social media marketing strategies 16  ix PAGE 3 Case Description 18 3.1 General Background 18 3.2 The development of S64 co-working space 23 3.3 Problem facing 27 3.3.1 First problem: No marketing strategy for co-working space management 27 3.3.2 Second problem: Ineffective and unsystematic in current promotion channel 29 3.3.3 Third problem: No evaluation process 32 4 Case Analysis 35 4.1 First problem: No marketing strategy for co-working space management 36 4.2 Second problem: Ineffective and unsystematic in current promotion channel 40 4.2.1 Media 40 4.2.2 Message 42 4.3 Third problem: No evaluation process 44 5 Suggestion 47 5.1 Improve marketing strategy for co-working management targeting 47 about the right targeted audience 5.1.1 Focus on the right target 47 5.1.2 Develop the self- improvement and business management 48 5.1.3 Expanding the business promoting channel 49 5.1.4 Renovated co-working space 49  x PAGE 5.2 Improving the effectiveness of promotion channel 50 5.2.1 Following the advice of the expert in brand management 50 5.2.2 Creating and improving social marketing 50 5.2.3 Improving the operation in organization for responding to customer 51 5.2.4 Improving the promotional channel within message 52 5.2.5 Developing the various kinds of ads 52 5.3 Measuring the evaluation process 53 5.3.1 Measuring the performance of promotion 53 5.3.2 Giving knowledge the operational staff to evaluate performance 54 5.3.3 Establishing effective marketing activity 54 5.3.4 Careful financial planning 54 6 Conclusion and Further Studies 55 6.1 Conclusion 55 6.2 Further Studies 55 REFERENCES 57 APPENDIXS 63 APPENDIXS I: Facebook Performance 64 APPENDIXS II: Statistic 71  xi 目录 页 独创性声明 i 学位论文版权使用授权书 ii DEED OF DECLARATION iii ACKNOWLEDGEMENTS iv ABSTRACT v 摘要 vi CONTENTS vii 目录 xi LIST OF TABLES xv 表目 xvi LIST OF FIGURES xvii 图目录 xviii 1