Study On The Construction And Promotion Of A Department Store's Wechat Public Platform

Since its launch in January 2011,WeChat has become one of the mainstream social media of China with rapid growth of the number of users.Wechat has now become an important way of enterprise marketing promotion and custom service,and has opened up a new path for enterprises to strengthen brand promotion,achieve precision marketing,heighten customer satisfaction since it officially entered the market in August 2012.In recent years,the traditional department store industry in China has gradually lost its competitive advantage under the great impact of e-commerce.With the continue depression of resource superiority and the rise of online shopping retail business platform,A Department Store,as a representative of the traditional retail industry,is facing a huge challenge than never before.It is urgent for A Department Store to build a public platform through Wechat,change its marketing concept,get close to the user's needs and open up online and offline distribution channels to increase enterprise profits.This paper takes the construction and promotion strategy of Wechat public platform of A Department Store as the research object.Firstly,this paper introduces the characteristics and development trend of Wechat and Wechat public platform.Then,based on the analysis of A Department Store,the SWOT analysis of the construction of Wechat public platform is made to sum up the necessity of constructing the public platform of Wechat for A Department Store.Thirdly,this paper uses interview method and questionnaire method to study the demand of A's staff and the needs of the company's customers to build the Wechat platform.Fourthly,this paper analyzes the framework of Wechat public platform from the aspects of standards,services,elements and functions and designs the function and interface of the platform based on the client and the background of the management.Finally,this paper puts forward the promotion strategy of Wechat public platform combined with the characteristics of the industry and customer demand.