Research On WeChat And Brand Marketing

The generation of Wechat marketing is based on rapid development of mobile internet. In this context, advertising industry is facing the issue to re-select the mode of marketing. As a new marketing platform, Wechat has its own unique advantages. The problems to be discussed in this paper is how to use Wechat to lock and locate users and transform users’ attention to economic benefits in this digital age when audience are scattered and resources are rare.Through referring to the current research, we know the existing research status. After analyzing the existing situation of Wechat and brand marketing, we study the product brand building from the following three dimensions as brand awareness, reputation and loyalty. Wechat has such features as rapid communication and low cost of marketing, which is helpful for brand marketing. Besides, as Wechat marketing now is in the bonus period, broad market prospect and feasible profit mode will lay a solid foundation for an enterprise to establish good brand image. Wechat has its unique strength in brand marketing in the above-mentioned aspects as brand awareness, reputation and loyalty, for example the establishment of social economy and the improvement of “Flow Experience” which are studied based on cases. At the same time, there are also some problems such as serious homogenization. By analysis of the existing situation and strength & weakness of Wechat and brand marketing, the brand marketing strategies of Wechat are proposed in an attempt to guide practice.