Study On The Marketing Communication Strategy In The Era Of The Scene

As development of big data,mobile terminals,positioning system,sensor and social media,scene is becoming an increasingly important factor,which is being our important choice of expressing our own needs,improving the quality of life and taste.That means scene era is close to our life.However,for those marketing communication of enterprise,the questions of the new features of scene era,underlying problems in the process of transmission and the reasons of those problems mentioned above are giving us some food for thought.As long as answers are find,enterprises could obtain basis of formulating correct marketing communication strategy.Taking Lucky Money of WeChat as the breakthrough point,this topic is going to analyze that what are people's key needs in the use of media with the development of the scene era,basing on the use and satisfaction theory.On the basis of the experience marketing,how to build up core essential factor named scene to provide audience different communication experience.And combining the Internet thought and marketing communication,through guidance of the Internet though,we are going to explore the key points of marketing communications in the scene era.By the questionnaires in circle of friends and linear-regression analysis,we obtained the most fundamental purpose of using media around audience is their needs of communication content in the era of the scene.And through the analysis of the cases which are successful marketing communications,such as "Dayima","Beaver's home","Muji" and so on,we summarize three features that marketing communication in scene era have,which are communication content closing to life,products cross-border connecting and strong characteristics of sharing and experience.At the same time,in the era of the scene,attraction by the attention strengthen the effect of marketing communication.However,cross-border connection become a only way to redefine the scene,which leads to two problems that are content confined in entertainment function with lacking of stability and unreasonable scene connection in the process of marketing communication.In order to solve these problems based on the characteristic of marketing communication of scene era,the author put forward three strategies,basing on user's psychology and creating core content,excavating user's needs and preempting the scene through cross-border,stimulating user's interest and paying more attention to experience and share,to help enterprises to launch effectively marketing communication activities in the era of the scene.