The Research On Wechat Marketing Strategy Based On Users' Requirements

In recent years,with the continuous renewal and perfection of WeChat software,not only does it become users' social platform of communication,but also it becomes marchants' tool to do Wechat Marketing.From looking for someone nearby,shaking to WeChat public account,moments,merchants innovate in Wechat Marketing constantly based on WeChat usage of user,triggering a boom of Wechat Marketing.This article is divided into four chapters to study the Wechat Marketing,mainly aspects on carding the theory,the presenting,characteristics analysis,causes and measures of the Wechat Marketing.The first chapter is expounded on the theoretical basis about the Wechat and Wechat Marketing,analyses the characteristics of WeChat Marketing,based on the present situation of Wechat Marketing,summarizes four significant characteristics: point-to-point precise marketing under closed environment,emotion and public praise marketing under strong relationship,user focus on Wechat group and convenience of payment,the convenience and diversification of Wechat Marketing.Wechat has brought changes in the way of corporate marketing: relationship has realized the breakthrough,data tracking has become possible with the aid of technology,service has realized qualitative leap.The second chapter introduces the methods and models of WeChat marketing,summarizes three kinds of marketing methods: advertising,rich media,and experience activities.Factors such as trust and privacy are added to the technology acceptance model,and build the technology acceptance model of WeChat marketing.The research introduces classical theory model which is put forward by Lasswell.The research focuses on transmission elements of WeChat marketing: communicators,communication content,media,users,communication effect,external environment,and builds the communication model of WeChat marketing.The third chapter from the perspective of Communication Studies to interpret WeChat Marketing.Analyzing WeChat marketing based on the "use and satisfaction" theory.WeChat marketing can not only meet the consumption demand of users,and can also contact friends to share ideas,build a personal image,meet the spiritual and psychological needs.The research acquires the WeChat users' emotional attitudes and behavior intentions towards WeChat Marketing in the form of questionnaire,the questionnaire is mainly divided into four parts,the first part is basic conditions of the Wechat user;the second part is WeChat usage,includingthe use of the time,click frequency and use function,the third part is mainly based on the information source,communication content,communication channels,communication effect to investigate;the fourth part investigates the user attitude towards WeChat marketing,analyzes the preferences degree of user,and makes statistical analysis according to the users' feedback.Summarizing experience of WeChat marketing,finding problems existing in the WeChat marketing,perfecting the theory,providing suggestions for the dealer.The fourth chapter summarizes some questions existing in the WeChat marketing.I summarizes the experience and lessons by listing a large number of reliable cases,and put forward feasible suggestions for WeChat Marketing subject on communication strategy level and technical strategy level.At the communication strategy level,I mainly put forward the following suggestions: WeChat public account combine moments effectively;make a clear position,pay more attention to the innovation of the content and form,online interaction with offline activities,play the role of opinion leaders,brand marketing should stick to the moral bottom line.At the technical strategy level,I mainly put forward the following suggestions:improve the online payment system,make sure the authenticity and security of the information;build a strong Customer Relationship Management system,enhanced viscosity of users;with the help of external tools such as microcommunities to promote WeChat marketing.At present,WeChat marketing has been accepted by most users,the number of WeChat public account is various,quality is uneven,only a few enterprises is successful in WeChat marketing,most enterprises still can not find suitable methods for their own development.It turns out,marketers who can make use of the spread value of WeChat marketing and meet the demand of the users will be able to get ahead in the WeChat marketing.