The Research On Marketing Of The WeChat Public Accounts Of Leading Automobile Enterprieses

The arrival of the Internet time has promoted the upgrading of various industries.The commercial and media value of WeChat is accumulating while companies face dynamic environment of the brand communication,and the bottleneck of its business expansion.Under this circumstance,the traditional car manufacturers also in this stream of internet tendency and they should take some appropriate actions on achieving the Industrial transformation,which are related to conduct the marketing strategy via the platform of WeChat.According to the research,26 leading automobile enterprises have the promoting awareness of adopting WeChat marketing such as FAW-Volkswagen and GAC Toyota etc.They all have the following features and also taken relevant actions.In terms of application status,the time of opening the official WeChat account is early with high verification rate and massive number of fans.Moreover,WeChat subscription account occupies the main proportion of types of official WeChat account.In terms of the external recognition system,its WeChat name and avatar are based on its car brand in English;the function of the description content is multi-dimensional;And the QR codes have two types:dynamic and static.In terms of the content dissemination,the WeChat content of leading car companies focus on original articles by analyzing 156 relevant articles;The articles cover various types of automotive information,corporate information and welfare activities;In general,most of the articles are posted in the form of "picture + text";the advertising model tends to use both "traditional advertising channels" and "soft-advertisements".Additionally,In terms of the operational management level,its function menus are clear and multiple with simple operation,the daily posted article is relatively stable,Meanwhile,the company enhances the public influence of their official WeChat account by using the WeChat matrix.In terms of dissemination effect,the total reading volume remains stable with expected public attention,but the number of comments are low and user activity are general.The WeChat marketing plans of leading car companies have achieved some positive outcomes.However,some problems are existing as well.Firstly,the recognition system of their WeChat account has a high similarity and lacks distinctive features.Secondly,the quality of posted article content is uneven,but also the homogeneity of the content text is severe and the advertisement promotion is too frequent;The company lacks a systematic plan.The third is the company lacks actual operational experience and technical planning.The fourth is the WeChat operating group is over-emphasis on the amount of reading times and Likes instead of focusing on users'feedbacks.Moreover,the ineffective comment system needs to be improved.To solve those practical problems,leading car companies should make corresponding adjustments and improvements from four aspects.First of all,leading car companies should focus on shaping the identification system.Specifically,design a more recognizable external identification system.Secondly,they must establish the concept of "content is king".This illustrates that the company needs to improve the quality of content to strengthen core competitiveness.In addition,The company should reinforce the capacity of operational management,system management,and co-ordinate WeChat operations.Finally,the company needs to use a rational attitude toward at the amount of reading times and Likes.Achieving the scientific assessment to emphasize the user's feedbacks for optimizing the operation of WeChat.