The Significance Of Wechat Marketing To Brand Building

In the mobile internet age, new things come up every day. Wechat emerged in this environment. In its initial development stage, Wechat, with its main function--instant message, grab the market share rapidly. In the short 14 months, the number of users is over one hundred million. After adding the function of making friends with strangers and mobile payment, Wechat accelerate the steps of transform and updates. At the same time, the degree of make share is deeper. Both individual and enterprise can’t wait to spread the influence of their brand and build a brand in the platform of Wechat. But there is little research to make use of Wechat to build a brand or spread a brand.Therefore, this article aims to sum up the general path of brand built and spread in the platform of Wechat through the analysis toward the present successful cases. The author hopes that the results can help the brand owner to refresh their view of Wechat and provide some reference during others practice. This article has three parts.The first part analyzes the different communication channel in the platform of Wechat. After deep reading on the updates of Wechat different version, Wechat is bound to be a lifestyle in the future. So it is possible and essential to build a brand and spread a brand through Wechat.The second part is the main part in this article. The author find out the characteristic and limit of the traditional brand built and brand spread by collecting the predecessors’ theory and research of brand built and spread in the traditional media. The general path in the platform of media is summed by the studying of the existing successful case.The third part is about the potential problem in Wechat marketing. From the view of audiences and considering the brand owners’ profit, some feasible advice is proposed.The author think the problem in the Wechat market is due to the brand owner lack of deep understand of Wechat. What they have done just goes with the stream.Regard of the bottleneck of Wechat marketing, it is essential to learn more about Wechat marketing and how to apply it to satisfy the audience needs.