Studies About "Yuesao Ahua" We Chat Platform Brand Conmmunication Stratigies

The birth of “We Media” has changed internet ecosystem seriously. It broken the distance of communicators and audience, and changed the traditional one-way communication mode. Our ways of transmit and receive information changed accordingly. Development and improvement of technology affects people’s life. This paper wants to discuss the hottest “We Media”—we chat platform.It is an important strategic product since the day of We Chat birth. Tencent wants to make We Chat an ecosystem. Today, it also shows great power in brand communication. This paper wants to take “Yuesao Ahua” as an example to see how the companies make brand communication in We Chat platform.The first chapter is an introduction, which illustrates the meaning of study and methodology; the second chapter introduces related theories, which involved Brand Communication, Integrated Marketing, and We Media Communication. In We Media, it introduces functions, users and features of We Chat emphatically. The third chapter makes an introduction about “Yuesao Ahua” We Chat platform, the internal and external circumstances analysis, infant & mom industries analysis and competition analysis. The forth chapter make analysis about the current brand communication result and make questionnaire survey about platform users, the get the information about users, features and requirements of customers and their suggestions. The fifth chapter has some suggestions about “Yuesao Ahua” based on the former analysis. The last part makes conclusion of the whole research and the shortage of the research.