Analysis Of New Communication Culture And Marketing Strategy Of Micro - Letter

WeChat, since2011, has rapidly growing to become OTT industry leader. As a social networking software, it cross operator, directly to the audience to provide "multimodal media" service function, contains send text, images, video, voice and other social means, and the ability to support multiple people chat, and other functions. As of January2013, it took just two years time, its users to break through300million.This paper mainly adopts the method of questionnaire research, through the random sampling method, based on the interpersonal relationship and marketing strategy for Wechat variable, investigation and analysis on the usage of WeChat. WeChat as an extension of the reality of interpersonal relationship, establish the social relations, most of them are based on the reality of the existing networks, quasi real-name system for WeChat with the characteristics of acquaintances social circle. In this acquaintance community, interpersonal text reflects the characteristics of a more intimate, WeChat association also pay more attention to the body in the self image rendering. From another point of view, the acquaintance community is embodied in the strong relationship between people and represents the identity, common interests or common emotion recognition of interpersonal relationships. In strong relationship, under the leading of the frequency of interpersonal emotional interaction more frequent, the interpersonal relation in the reality has played a positive role. But relying on this approach to maintain relationships cause the declining ability of the social reality.The WeChat marketing after the outbreak period gradually into the rational, it based on relationship marketing marketing strategy must be under the influence of cultural communication. On the one hand, strong network of relationship marketing for precise provides the realistic foundation. On the other hand, it is more frequent and close also help micro marketing experience to establish a good interaction. On this basis, combining with the use of it situation investigation and analysis, summarize the development of the wechat marketing strategy.