| 2011 Wechat appeared in public view, after several years of development has become one of important member in the field of mobile Internet instant messaging software, is following the Microblog is a typical representative in the new media marketing. Microblog with timely, on the precision and the spread of viral diffusion characteristics, attracted a size companies,businesses are turning to Microblog, get great benefit, increasingly highlight the more Microblog in marketing advantage.WeChat has been accepted by the public, although small in WeChat as a marketing tool for enterprises to promote the brand and product sales of the enterprise is not fresh in the minority,but WeChat as a kind of new media, the study of WeChat theory is not mature, to the analysis of its marketing strategy and method more imperfect, WeChat or WeChat marketing, lack of system theory study, although so many companies tried WeChat marketing letter, but did not find suitable for their own development marketing method. In this paper, by analyzing the propagation characteristics of WeChat and WeChat marketing in the current marketing mode as well as the advantages and disadvantages of the existing problems, advances some ideas on developing WeChat marketing in the new era, to provide WeChat's enterprise marketing in the future.In this paper, a total of four chapters, first of all domestic and foreign research status related to WeChat and WeChat marketing made a summary, illustrates the research significance and research method of this article. The second chapter starting from the definition and characteristics of the WeChat, combined with the development of WeChat, analyses the characteristics of the spread of WeChat and spread value. WeChat is by the Tencent company released in January 21, 2011, and the support of Android, IOS, Symbian system, can quickly send a voice message, video, images and text, cross-platform mobile instant messaging software. In transmission platform, interpersonal relationship and communication cost and so on, unique to the spread of diverse individuals and enterprise information, carries on the real-time transmission of the information, the implementation of accurate positioning, as user relationship as the core of point-to-point transmission mechanism. For enterprises and individuals have great spread value. The third chapter of WeChat's marketing mode and the advantages and disadvantages are analyzed in detail. From the perspective of marketing communication WeChat marketing model has five kinds: enterprise and customer win-win way to grab a red envelope, viral marketing, WeChat public platform + open platform + friends-word-of-mouth marketing methods, build loyal customer base of O2 O qr code scanning-discount marketing, improve enterprise well-knownness bottles- brand marketing methods,based on LBS users signature line- ads marketing model. On the analysis of the WeChat marketing advantages and disadvantages is also starting from the five marketing model,WeChat main advantages of marketing communication is convenient, fast, high precision. The fourth chapter puts forward the three principles of WeChat marketing, to set up the mechanism of WeChat's legal thoughts and opinions, and combined with the present popular marketing method, combining with the WeChat, innovation put forward a new WeChat marketing development, marketing for enterprises to carry out WeChat for reference. |
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