Research On Marketing Strategy Of We Chat For Domestic Small-scale Enterprise

In recent years, social e-commerce has become a hot topic in the Internet industry. As a typical social application in domestic mobile Internet era, compared to the traditional marketing model,WeChat marketing has so many advantages such as low cost, high adaptability, easily to be spread and etc.It has became a quite effective way when promoting for product and implanting concepts through the platform of WeChat marketing.But WeChat marketing alsofaces many problems as the sameat present:The form of information promotion is too sigle inWeChat marketing, if the users want to get the product informations only can by“ scanning the two-dimensional code” or“ push commodity link ”, which is just following the traditional model; the rate of reading is low after getting the informations in most of the time because the interact between WeChat subscription and fans is less-actively, then the fans are in a quiet state in long time, communication effect is affected; there is nointelligent recommendation methodfor uses to get WeChat subscriptions related to the user’s interests and hobbies,which caused the difficulty of the promotion of the WeChat subscription itself and fan slow growth and other issues; since all kinds of traditional medias and we- medias have joined into WeChat, they are growing savagely,which made the existenceproportion between media property and social attributes is more and more unbalanced;The development is relatively mature for the domestic online market, but there is still a gap between online and offline,and lack of enough to interact, which lead to unequal development of online and offline, limiting thedevelopment of O2 O.From the point of view above, through empirically researching of the user behavior preferences and influencing factors in WeChat platform, then matching with the corresponding marketing strategy,whichprovides the basis for enterprises to develop WeChat marketing strategy. Enterprises can use of these marketing strategiesflexiblely according to their own actual situation.In this thesis that based on the WeChat user’s consumer preferences and willingness, I have carried out user depth interview,and pointed out qualitative research directionpreliminary. a large number of questionnaire data were collected through the Internet, through the screening of the data, then carried out a variety of empirical data analysis by using SPSS20.0 after the date had been screened,the conclusions show thatthe WeChat users have different lifestyle characteristics of consumer groups,which leads to the behavior differences in thefive purchase decision-making process,it shows significant differences in demand cognition and information collection, and there are small differences in selection evaluation, purchase decision and post purchase behavior.According to the characteristics of user’s behavior,put forward the effective promotions of WeChat marketing strategy.Finally, for theproblemsof domestic small-scale enterprises which to restrict the implementation of WeChat’s,including their own problems,put forward the concrete measures to ensure the effect of WeChat marketing.