Agribusiness WeChat Marketing Effectiveness Assessment Based On Consumer Behavior

Tencent WeChat is a free instant messaging software that introduced to intelligent terminals as the carrier, providing users with real-time communication service. WeChat quickly became popular in social media marketing for its low-cost, high service rate and strong relationships characteristics.However, many problems are highly existed in variety prospects in the present WeChat marketing process and should be mindful of. For example, managers cannot recognize the importance of WeChat marketing’s extent effect, scholars are failed to make achievements about WeChat marketing researches and other issues. In the process of building enterprise marketing effectiveness evaluation system, most companies still follow the traditional assessment methods, who use of financial indicators as a benchmark to measure the effectiveness of corporate marketing, thus ignoring the crucial role of consumers in the marketing process.Therefore, this easy concentrate on the analysis of network marketing, social media marketing, agricultural marketing, microblogging marketing and other related theories. Enhance by analyzing WeChat of communication, dissemination characteristics and micro-channel marketing model, basising on IMC as well as using the AES AR model to propose measurements of corporate WeChat marketing effectiveness of variable indicators.With the database of10agriculture enterprises WeChat open sources platforms,the calculation of analytical method, and SPSS17.0software, the variable indicators of WeChat marketing can be measured. Therefore reasonable suggestions can be concluded by the soiled analysis of the10agriculture companies. Therefore the effectiveness of agriculture can be calculated by two crucial factors, which are the current customers and potential customers.The number of fans is not the only indicator to measure the effectiveness of corporate marketing, improve customer activity to some extent, can help companies achieve the desired marketing. Companies which want to pursue the ideal marketing target must increase influence of the brand value, attract the potential customers, maintain the communication with the current customers, surge the effectiveness of marketing activities and focus on the value of both current and potential customers.