t the customer-oriented.
(2) The 4Cs is proposed by Professor Robert.lauterborn at the 20th century which is customer-centered. The four basic elements of the marketing mix are consumer, cost, communication and convenience.
The 4Rs theory is the put forward by United States scholar Schultz who is forming the relationships-centered theory by analyzing the relationships during the marketing process. The four elements are including relativity, reaction, relation and retribution.
From the 4Ps theory, 4Cs theory to 4R theory, the theories are generated with the ever-changing market environment, consumer psychology and consumer behavior.
1.3 Research methods
The precision marketing theory about the SWOT theory and the emerging media is summarized by reading relevant scholarly literatures from the electronic library. Also, with the help of Internet search engines to check out related information of the Korea case, data provided for the theories are mined.
The first research method is the combination of the quantitative and qualitative which is gathering the relevant information, sorting out the KakaoTalkmarketing problems and qualitative analyzing the documents.
The second method is the combination of the micro and macro which is making the integral analysis and the research on the trajectory of the Korea KakaoTalkmarketing situation referring to the marketing and communication theory.
The third is the interview method which is to understanding the impaction and the effectiveness of KakaoTalkmarketing by talking with the KakaoTalkusers as well as the staffs.
2 The overview of KakaoTalkin Korea
KakaoTalkis one of the most popular APP software of instant messengers for the smart phones in Korea at present and there are appropriate versions for variety kinds of mobile platforms. The application software is managed based on the phone numbers which can be pushed to the client and with the forms of text, images, video, audio and other multimedia formats. Therefore, it is much similar to the Chinese micro-letter and also KakaoTalkis called "the Chinese WeChat" in China.
The developers of KakaoTalka venture team with strong background. The first version launched at March 2010. The latest is updated to 4.8.0 version for March 17, 2015. As to the late of 2014, the registered user of KakaoTalkhas over 90 million. The information number sent by KakaoTalkis more than three times of the number of message sent by the three big mobile operators. The market occupancy has to 95%.
Because of the viral marketing strategy, KakaoTalkhas accounted for nearly half of the market share in a very short period and the number of users increased significantly.
A wide range of publicity for KakaoTalkhas been on relying on the platform. For example, when you have sent the message, KakaoTalkwill prompt that you can invite the following recipient using KakaoTalk. When the user is using KakaoTalk, it will automatically appear "KakaoTalkonline" and the chatting window will also have some "advertisings" such as "experienced KakaoTalk". After the publication, with the strong appeal and influence of the instant messaging software which is also belonging to the same company as KakaoTalk, relying on the general users, KakaoTalklaunched a "viral marketing blocking action" and gradually occupied the field of instant messaging mobile terminal market.
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