| With the rapid development of economy, the development speed of the Internet is also growing rapidly, network enter into more and more people's life gradually, and slowly forming the intersection financial situation of network and the life. In recent years, mobile internet terminal developing more quickly than others, and it has achieved using from 2G to 3G and then across to 4G.AIso from Web1.0 to Web2.0 and then evaluate to Web3.0.Since January 21,2011, the born of Wechat, it has be with lightning speed rate of development. At the end of the first quarter of 2015, the user number of Wechat has reached 549 million people, and there are more than 200 users across countries, more than 20 kinds of language in using it. Meanwhile, in terms of the public account number of Wechat, it has exceeded to 8 million mark from many brands, the number of mobile applications have been docking more than 85,000, and the possession and use of Wechat payment number has reached about 400 million. Wechat has come into more and more people's lives, and gradually become more and more people's necessity of life. Along with the birth of Wechat, it has become one of the hottest marketing way.The "36th China Internet Development Report" shows:Wechat marketing and promotion has the highest use rates of up to 75.3% among the mobile marketing using companies, which shows the popularity of WeChat marketing. Faced with such a market environment, VC companies only keep up with the times, make good use of Wechat marketing, and innovation constantly can it deal with the fierce market competition well and get a more powerful competitiveness in this new media era, so that the will has more vitality to have a better and faster development. At the same time, as a listed company, VC Company is a leader in the pharmaceutical industry, so it has an open and transparent financial data and strong influence, whose development strategies and models have certain significance, so using the VC Company as the research object to study the Wechat marketing model has a certain theoretical and practical significance. The paper used literature research, case studies, comparative research and observation research method and combined the reality of VC under intense external market environment to study and analyze VC Company's Wechat marketing, so that the Wechat marketing both in theory and in practice has some of the forward.For the study of Wechat marketing, though it started relatively late, scholars have begun their studies for some time. The study of Wechat marketing has been divided into two different factions in domestic scholars, one party think it can produce positive effects, another think it will have a negative effect. As for the foreign country, the more is on the network marketing research, since the Wechat is a Chinese software, so the research about it is rare.Begin with the feature of Wechat marketing, I found it as a new marketing, having a viral, explosive, timeliness, precise positioning, diversified communication channels, communication content diversification, communicators of the individual and other characteristics. Through further study, I found Wechat marketing has many models, and It has many advantage, such as it has a large audience, interactive, precise positioning and low cost. It also has more limited capabilities, low user stickiness and easy to make users lack a sense of security and other shortcomings.After that, the author analyzed the situation of traditional marketing and Wechat marketing of VC Company. Then, the author constructed the evaluation system of Wechat marketing, according to the evaluation criteria, the author analyzed the operational data and the results of satisfaction survey found that the user's viscosity of VC Company's Wechat marketing is low. Through analysis, the cause of this problem is the lack of strategic awareness, lack of systematic, and the promotion strategy competitive. What's more, the author later built a Wechat marketing strategy system for each issue, including the development of appropriate Wechat marketing strategy, Wechat marketing management mechanism and the innovation of Wechat marketing strategy, may the VC's Wechat marketing can be better.In general, the paper use the VC Company as the example, according to the study of its Wechat Company, summed up the company's Wechat marketing model and found some practical research program for its problem. Apart from this, VC Company as a representative of the company, these methods have a certain degree of universality. So, this study not only can help VC Company's Wechat marketing, but also can help pharmaceutical industry's Wechat marketing. It is a good paper which can guide the company for better Wechat marketing and which is practicability and significant. |
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