| With the development of the 3G and 4G network, WiFi, intelligent mobile phone, great changes have taken place in the way people communicate. According to the authoritative CNNIC data display, as of the end of 2014 June, China’s mobile phone users reached 527 million, human officially entered the era of mobile internet. Huge user base and new technology directly to subvert the traditional marketing methods, the new marketing model relies on the mobile Internet platform is developing rapidly, and will reshape the business world. Any enterprise want to seize the opportunities in mobile Internet, WeChat become a tool to achieve this important strategic objectives. As the most popular instant messaging service application, since 2011 the formal launch, at present WeChat registered users has exceeded 600 million, active user number already accounted to 438 million. It can be said WeChat quickly monopoly the mobile terminal based on intelligent mobile phone. The vast majority of people use WeChat, WeChat has penetrated into people’s all aspects of life. The public open platform of WeChat, let the We Chat marketing forming system, gradually become the entrance to the mobile Internet and the Internet of things. In addition to the public platform, circle of friends, the WeChat group, point to point communication also to meet the application of WeChat marketing. The use of WeChat improving the shortage of marketing mode, improve product sales, enhance the user experience, to win public reputation, establish a good brand image. The integration of domestic insurance industry and the Internet are too late, the use of WeChat are still under exploration, the WeChat based marketing system construction are different. This paper mainly discusses the WeChat marketing mode based on the actual demand of insurance enterprises.Through the case of T-Life Ltd, put forward suggestions for insurance enterprises to build up their own WeChat public platform, and put forward opinions to improve their own marketing mode. |
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