Exploration Of WeChat Communication Model Of Brand Promotion

The development of mobile client end has led to a huge change to the internet ecology and the generation of “we media”.In general,we media include various types like live broadcast,social websites,Weibo and WeChat.Featured with participation of all people,they have made a breakthrough over traditional communication models,blurred the border line between communicators and the audience.At the same time,they are changing ways of information reception and conveyance.In the age of we media,brand promotion model is undergoing constant development and changes.Consequently,a series of problems have been caused.For brand promoters,how to face the challenges created by media technology changes and how to have in-depth communication and interaction with consumers are top priorities in order to promote their brands under the new situation and changing market.On January 21 of 2011 Tencent company announced to launch a mobile application software that can support two-person or multiple-person chatting.It is an instant communication tool supported by intelligent technology and it is called WeChat.Soon after it was launched it was highly welcome among the people and the number of its users increased to 300 million within as short as two years.Among all instant communication application software,its downloading times and user amount were on the top position all over the world and the application caused great impact on all Chinese people as well as overseas Chinese and some foreign people.Up until the first quarter of 2017 the combined monthly active account numbers of WeChat is more than 900 million,which means an increase of 23% compared with the month before.Within the six years after WeChat was launched,the super high user participation degree and effective information communication made it become a great platform for brand promotion.On the other hand,Tencent company launched a WeChat small program called “new application form” in January of 2017.As a service system that is parallel to existing subscription account,service account and enterprise account,small programs have better user experience and become new communication platforms for brand promotion nowadays.In spite of that,there is no research about their communication model in the area of brand promotion.Considering this reality,this paper has tried to discuss WeChat communication model in the area of brand promotion by taking WeChat's small program—Say It With Starbucks as an example.The first chapter of this paper is the introduction part and it primarily focuses on the research background,basis for the topic selection,the content of research,research methods and so on.The second chapter is for discussing the development situation of WeChat communication in brand promotion,stating theory application of brand promotion on WeChat and making an analysis of the new form of WeChat communication.The third chapter states the communication model and effect of “Say It With Starbucks” in a systematic and comprehensive way and makes an analysis of the model and mechanism of WeChat small program brands that have been promoted successfully.The fourth chapter is a discussion of problems that are existing in the promotion of WeChat small program brands by taking “Say It With Starbucks” as an example as well as corresponding strategies.The fifth chapter discusses the development trend of small program brand promotion on WeChat by referring to current relevant policies so as to offer opinions and plans for various industries to achieve successful brand promotion and communication by making use of WeChat small programs.