WECHAT Operating Strategy Research Based On The Commerical News Of Cambodia

With more and more users of WECHAT, in order to achieve the marketing purposes,more and more media in China take full advantage of WECHAT to send information to users.Although there is much literature about media WECHAT uses and marketing,there is little academic discussion of WECHAT marketing on Overseas Chinese-language newspape.In addition,although the government,enterprises,media scramble to test the waters WECHAT platform,the effect is not optimistic,WECHAT operation strategy remains to be further discussed.This paper takes The Commerical News of Cambodia which successful by using WECHAT marketing as the research sample combining methods of using text analysis,cases studies,statistics,based on the WECHAT operating strategy model which uses the theory of communication and marketing,combing the practice of the WECHAT marketing to The Commerical News of Cambodia from four aspects(audience strategy,content strategy,marketing strategy and team control).Based on the analysis of the practice to dig deeper into using WECHAT marketing experience and deficiencies,further deepen the overseas Chinese-language media, especially the Cambodian Chinese-language newspaper marketing theoretical basis and operation mechanism of WECHAT,analyze the particularity and effectiveness and operation to provide the reasonable and effective theory basis of WECHAT marketing for overseas Chinese-language media or intend to expand overseas market of domestic media.