The Analysis Of Strategy About WeChat Word-of-mouth Marketing Communication

WeChat, since its launch in 2011, because of its powerful social features, is favored by more and more individuals and organizations, for registered users continues to increase, so a strong user base makes the WeChat marketing activities become a good position. Word of mouth marketing communication has been confirmed by academia and industry. The interpersonal communication, which as the main social form, makes WeChat to be a good word of mouth marketing communications platform.This article embarks from the communication, marketing and sociology theory.The first part is the introduction. The second part analyzes the WeChat has point-to-point transmission characteristic, and it is the interpersonal communication of social software, including individuals and between individuals and the communication between enterprises and individuals. After analyzing the spread of the concept of word of mouth marketing communication, we define WeChat word-of-mouth marketing communications is to build a relationship with customers by WeChat enterprises, on the basis of user satisfaction to spread word-of-mouth information, so how to make use of WeChat to establish relationship with users is the starting point, and how to use WeChat to maintain the relations between them makes the user have higher satisfaction of WeChat is the key of word of mouth marketing communication activities. The third part mainly from the starting point of WeChat spread word of mouth marketing, analyzes the establishment and maintainable method between enterprises and users, meanwhile, analyzes the main body of WeChat spread word of mouth marketing- WeChat users' characteristics, which is advantageous to the enterprise, they can base on the needs of users to push information to users, and make users obtain a good experience in the process of interaction with the enterprise. The fourth part is based on the actual to find out the problems existing in the current WeChat spread word of mouth marketing. The fifth part provides reference for the proposed WeChat.