Study On The Marketing Communication Strategy Of WeChat Overseas

In early 2011,Tencent Corporationlaunched a mobile instant messaging application- WeChat. According to official statistics released by Tencent, up to the end of 2015, the global monthly active users of WeChat has reached 697 million,for the first time more than 639 million users of mobile QQ, and it became the most popular mobile instant messaging software in China. The product orientation of WeChat is not only to be the first-class mobile social software,but also to become an important weapon which helps Tencent towards internationalization. After WeChat was listed in the stock market, the company Tencent has set up an overseas team for the expanding of overseas users, which helps to realize its global strategic target. However,the path of overseas marketing of WeChat has not been easy. In the European markets, WeChat was defeated by WhatsApp; in the Asian market, WeChat suffered strong competitors- Japan’s Line and South Korea’s KaKaoTalk and struggled to challenge; just in the Southeast Asian market, We Chat became popular quickly, and successfully dominated the markets of Thailand, Malaysia Indonesia.Therefore,the Southeast Asian market in which WeChat did a Successful Marketing, will be selected as the study sample. Using literature analysis and case studies and other methods, based on the Theories of Communication and Marketing, a analysis model of overseas marketing communication strategy of WeChat will be built,marketing and communications practice of WeChat in Southeast Asian market will be analyized and sorted from four aspects team building, marketing strategy, audience strategy and marketing strategy,the successful experiences of marketing strategy is fully discovered,in order to further the theoretical foundation and propagation mechanisms of We Chat in overseas marketing,reasonable and effective optimization tips will be provided for WeChat in overseas marketing, and experiences and references will also be provided for other media companies who want to develop overseas markets.