Discussion On The WeChat-marketing Of E-commercial Business In The Mobile Internet Age

Wechat emerges in an era that has witnessed the rapid rises of mobile Internet finance, it spends just several years growing up from zero to the present high popularity. Nowadays, WeChat users have been everywhere of the world. With the traditional marketing gradually replaced by Internet marketing, WeChat, as a rising marketing medium, has obtained great attention of many big enterprises and been used by them, which also provides WeChat with a priority among all kinds of Internet marketing. The way of communication between users and business is redefined in WeChat marketing which owns plenty of advantages of adjusting to the Internet compared with other marketing mode. However, it still has a large space to develop and to be studied due to its relatively late start.The thesis, first of all, sorts out the definitions of WeChat and WeChat marketing. Then on the basis above, it analyzes some specific marketing strategies in detail used by some enterprises on their WeChat, focusing on the discussion of content strategy, interactive strategy, viral marketing strategy and integrate strategy. Finally, the thesis does an empirical study on the WeChat of e-commercial businesses especially Jingdong. The innovation of the thesis dwells in the combination of statistic data released by research institutions and authorities and actual cases, the analysis of marketing strategies and contributions that WeChat makes in brand-building of enterprises, and the discovery of problems which should be taken into consideration. The thesis provides references and guidance on the practice of WeChat marketing. The theory foundation and analysis of actual cases in the thesis are helpful for businesses to find a suitable marketing strategy for themselves.