The Communication Characteristics Research Of Wechat Marketing

Communication scholar McLuhan said:Media is the basic motive-force of social development,distinguishing between different social forms,When the public chooses and accepts the new media,it implies a new era.Up to 2018,We-Chat is developing lasted seven years.With the expansion of We-Chat group size numbers and the overall improvement of social influence,We-Chat can promote information dissemination and interpersonal interaction,In practice,We-Chat use the function planning,explore the communication feature from IMC,excavate the market value of We-Chat platform,provide a reference and profitability conditions for the enterprise We-Chat marketing.This article relies on communication,marketing,psychology and other related social theory with using literature research,text analysis,observation analysis,illustration research methods and so on.The first chapter says the research background and current situation of We-Chat marketing,points out the research purpose and significance on it,and summarizes relevant academic research results of We-Chat communication and marketing communication from monographs,periodicals,conferences and papers,finds a breakthrough,explores appropriate methods,points out the innovation and difficulty of the article.The second chapter explains the basic concepts,focuses on the meaning and characteristics of We-Chat marketing,the concept of IMC and 4C,and researches significance of Integrated Marketing 4C Theory of We-Chat marketing.The third to the sixth chapter based on 4C theory and communication knowledge,Respectively,analyse step by step We-Chat marketing in the four elements of the spread characteristics,details as follows:the third chapter studies the characteristics of "consumer" elements in We-Chat marketing,include:We-Chat audience's "use and satisfaction",divides into audiences rely on We-Chat media,We-Chat audience's demand satisfaction two sections to discuss;"Selective" social networking in We-Chat marketing,divided into "circle" marketing of "weak links" social,word of mouth marketing of "strong links" social two sections to discuss.The fourth chapter studies the spread characteristics of "cost" elements in We-Chat marketing,these include potential consumer audience groups,We-Chat data analyzes your audience,the most unique We-Chat marketing ADS,the fifth chapter researches the communication characteristics of "convenience" elements in We-Chat marketing,include:science and technology to promote the spread of We-Chat,divided into the rise of the mobile media,two-dimensional code "broad" spread,We-Chat public number "fast food" push three sections to elaborate;"Diversity" of We-Chat functional modules,The sixth chapter learns from the "communication" elements of We-Chat marketing,We-Chat marketing has two characteristics of communication that information with We-Chat interactive features and"low threshold" We-Chat group.Through the above four chapters of micro-research,there is inferring the seventh chapter conclusion which sum up the We-Chat marketing has the spread features of "directional integration","multilevel integration","compatibility integration",the conclusion part,lastly,We-Chat marketing exists opportunities and challenges,in the vast internet world,hidden great potential,The public is extremely looking forward to the future of We-Chat.