Dreaming Jewelry WeChat Marketing Research

January 21,2011 on-line micro-letters, quickly caused a boom in mobile Internet marketing community. All of a sudden become synonymous with a derivative group. Despite the awareness of the community on this career mixed reviews, but have to admit, micro-channel to change the way we live and reading habits, but also changed the marketing model; while the micro-channel marketing is not only in the marketing field set off a thoroughly revolutionary, and more since many businesses in the media age continue to rely on the tools to survive.Today, micro-channel is no longer a simple interactive system, is no longer a simple online chat tool. It has become the mobile Internet banner. Especially after the advent of micro-channel public account, major companies have settled in the micro-channel public platform, after two years, has been the first small brands to expand international brands, and even luxury brands. Not only creates a micro-channel communication platform, but also created a new corporate marketing environment.Compared to the traditional marketing model, the micro-channel marketing greatly increases the user experience a sense of sublimation of the product, brand and core values of enterprises so that enterprises turn to marketing to the user in the form of one to one marketing, the communicator centric marketing model to the audience-centric marketing model, truly anytime, any where marketing concept.In this paper, the jewelry industry as the object of study, the first WeChat and micro-marketing concept, the connotation of an in-depth theoretical discussion, WeChat marketing of the three theories, followed by Dream Jewelry Company as a research object, the use of SWOT analysis, Marketing system analysis, to find out its target market position, the threat of competitors and product positioning and other issues, and the company’s micro-marketing situation, the reasons for the formation of detailed analysis; Finally, the inadequacies of practical measures to improve and improve the path, To protect the micro-marketing of the company’s marketing performance has a certain role in upgrading for the company to solve practical problems.