Study On Micro-marketing Of Enterprise

Micro Blog and WeChat has been changed our lives completely as the International economic which come true with the development of International society. Micro Marketing became more and more popular with the advance of Micro Blog and WeChat that have larger number of user. It had made lots of successful cases, but also have weakness. First, the enterprise which have taken the strategy of Micro Marketing Just Focus on the fresh industries, traditional enterprise do not care so much. Second, a lot of enterprise had a tough situation because of lack of basic theoretical knowledge and systematic planning.In the thesis, based on conclusion after the survey, we solve the problems which have cognitive error and universality issue through analysis classic cases and how to take the implementation. Because of particularity of Micro Marketing, the way of marketing will not be limited by type of Corporation so much, so here we have not distinguish the type of Corporation. This paper totally have six parts: First part we illustrate the necessity of the study and outline the framework of this thesis based on research of background, purpose, significance, ideas and method. Second part is foundation which served for Follow-up research through the analysis the basic theoretical knowledge. Third part we got the answer which the status and issues of Micro Marketing through the questionnaire. The Fourth part we analysis the strategy of Micro Marketing, take two case of XinGuang Store and Starbucks to introduce how they have done with the analytical method of SWTO,PEST and 4P、4C.The Fifth part is how to improve the strategy, and last is summary and limitation.Through deeply analysis Micro Blog, WeChat which both in a monopoly position in the field of marketing tool to distinguish the roles and functions of themselves in the process of enterprise’s Micro marketing. Focus on how to set up the Micro Marketing system and fulfill the strategy which aiming at the problem which existing, providing an effective modern enterprise marketing strategy and a choice of strategic decision.