A Comparative Study Of The Communication Mechanism Between The Official Micro-blog And The Official Wechat

With the development of Internet technology and the transformation of the traditional media to the other new one, Micro-blog and Wechat become popular.In order to provide a more professional spreading platform for the corporation, the E-commerce gives birth to official Micro-blog and the official Wechat, leading to B2C E-commerce attaching to Internet. Therefore, more and more B2C E-commerce choose to use official Micro-blog and the official Wechat to spread the culture of the corporation, strengthen the bound to the user, hence the attachment and loyalty to the brand of B2C E-commerce.The use of Micro-blog and official Wechat is not only the exploration of the spreading method, but also the exhibition of the marketing values besides the information spreading, news publicity and media interaction. This is another feature of the new media differing from the traditional one. That’s to say, the new media is not limited to social level. What’s more, it is a brand new marketing method based on the technology of new media and wireless connection. It will even be the main form of network marketing.So far, the research of the Micro-blog and Wechat become mature with numerous high qualified studies and the combination with other subjects. These studies did not confine the study of the new media, but discussed the propagation characteristics of the micro-blog and Wechat in other areas in combination with other disciplines. This paper is also based on the e-commerce marketing, more focusing on the analysis of the spreading mode of Micro-blog and Wechat in B2C E-commerce and more emphasizing on comparative studies which appears few in previous studies. This paper takes B2C e-commerce as a breakthrough to analyze the spreading mechanism of the official Micro-blog and official Wechat This paper takes B2C E-commerce as the researching subject, discussing the spreading mechanism of official Micro-blog and official Wechat comparatively. The whole paper is divided into four parts. The first part defines the relevant concepts and summarizes the situation of the use of these two media. The second part analyzes the differences between these two mechanisms on the basis of content analysis and case study. The third part analyzes the two mechanisms from the comparison of elements and the literature research. The last part gives suggestions to the new media spreading on the basis of the con and pro of these two mechanisms. In the conclusion, B2C E-commerce should keep the marketing feature and fulfill the updating of the content and function of the two media in order to improve the development of the B2C E-commerce.