The Enterprise Micro-blogging And WECHAT Marketing Research Under The Social Media Context

With more and more users of micro-blogging and WECHAT, in order to achieve theenterprise’s marketing purposes, more and more enterprises take full advantage of these twokinds of media to send information to users, Keep up with the times’ pace, take full advantageof the two new platforms to achieve the company’s marketing goals should be the veryimportant point for modern enterprises to win in the increasingly fierce market competition.Although there is much literature about enterprise micro-blogging marketing, but theacademic discussion of WECHAT marketing has only just started, and marketing characteristicsanalysis and comparison of the two kinds of social media have not been documented.This paper focuses on the comparison of the enterprises’ micro-blogging marketing andenterprises’ WECHAT marketing discussions, combining methods of using text analysis, casesstudies, interviews, going to study through "the social media marketing concepts". Other thanthat, the paper also taking the communication theory Lasswell "the5W mode" as theoreticalbasis, from the five aspects of enterprises’ micro-blogging marketing and WECHAT marketing:main body, media, content, audience and the effect to do the multi-dimensional comparison, sothat we can dig the advantages and disadvantages of the two marketing platforms on the basisof analyzing the differences and similarities of the two marketing platforms. And we canexplain how to change the marketing ideas and optimize marketing means to enable enterprisesto make better use of these two platforms to achieve their own marketing purposes.