Research On WeChat Friends Circle Information Flow Advertising Based On Precision Marketing

Since the birth of the Wechat,it has gained more and more users, with it's figure reached 0.6 billion, and has become the leader of social networking software, becoming a new representative of social media, what's more, it perennially occupy the top of the list of major social software. According to the newest figure released by Tencent,the active users of wechat has arrived as 0.549 billion.Because of having such a large user base, a stable monthly amount of users and relatively perfect business platform, merchants and Tencent come to realize the huge commercial potential of wechat and thus launched the News Feed Ads in the friend circle of wechat, which attracted the eye ball of all at the very beginning.So far, business process of wechat has taken a step forward.Nowadays, people are becoming more and more self-centered, advocating uniqueness while don't drift with the trend. Therefore, it is not difficult to find that consumers' demand has gradually emerged in a decentralize one with diverse characteristics.Confronted with these changes, how to accurately grasp the consumer's personality and meet the needs of customers, so as to achieve precision marketing has become a serious challenge for today's enterprises and wechat marketing. wechat, as a commercial product, coupled with its own media properties, also need to provide security for the realization of their own development through marketing. As a representative of the new media, the development of wechat can not copy the traditional media marketing model but explore the way forward according to its own development status on the basis of traditional media marketing.Therefore, the author believes that the research into wechat's marketing model possesses a very large practical value and promotion significance. This paper, from the perspective of commercial development of mobile social media,analyzed the latest commercial development process through description of an overview of the development of wechat and the existence of the problem of current advertising starting from the perspective of precision marketing and finally put forward some feasible solutions as the reference thus providing some ideas for the marketing of other medias."BMW", "Dior", "Vivo",three brand are regarded as the analysis object.