The Study Of WeChat Marketing Strategy Based On The Tipping Point Theory

When the mobile Internet technology meet with smartphones, a revolution between online and palm is opening up. As WeChat as a representative 'person' in the wave gradually comes into people's mind, it has become a part of our lives when we opened WeChat for socializing, shopping, browsing for information, paying and so on.The popularity of WeChat indicates the rise of WeChat marketing, and then enterprises/businesses and teams/individuals have come to realize that the power of WeChat marketing and want to open up a new land in WeChat. The paper applies the tipping point theory to the research of WeChat marketing, through the deep understanding and exploration of three laws of tipping point, as well as the analysis of information communication characteristics in the era of mobile Internet, providing prerequisites for formulating reasonable WeChat marketing strategies.With the improvement of WeChat's function and applications, the modes of information transmission has also changed. The users are no longer passive information receivers, but the important participants in the dissemination of information. They can get information actively by QR code scanning, receive information by focusing on WeChat public no., share information by friend circle and promote information by the function of 'find'. Compared with the traditional marketing, WeChat's peculiar information dissemination modes lead to the WeChat marketing is not restricted by time and space. The advantages of individualized communication subject, diversified communication content, multiply communication ways lay the good foundation of the development of WeChat marketing.In view of the unique information communication modes of WeChat, the marketing modes can be divided into four types:precision marketing with positioning the audience, brand marketing with interacting, word-of-mouth marketing with displaying of individuality, viral marketing with sharing; And put forword a basic thought of WeChat marketing which based on the theory of the tipping point:audience segmentation, adding marketing messages adhesion and improving the sensitivity of the surrounding environment, which cleared the way for making the appropriate marketing plans.WeChat public platform is the originator of getting information, users obtain information from the subscription numbers and understand goods news from the service numbers, what followed is information diffusion based on the public platforms' fans. The paper combined the tipping point theory with WeChat users' behavior preferences, proposing the marketing strategies to facilitate the WeChat 'big reading' phenomenon through the analysis of WeChat user behavior, usage of WeChat public no. and reading behavior:when making marketing strategies, we need to stand in the angle of the audience to induce audience information reading and sharing behavior from four aspects:the integration of marketing platforms, the design of the post title, the value of information content and the frequency of marketing promotion, thereby promoting WeChat 'big reading'.