The Analysis Of Interactive Marketing Communication Strategy Based On WeChat Platform

The arrival of mobile Internet era has changed the way of communication.In the field of consumption,people pay much attention to personal experience and the interaction with merchants.The development of Internet technology also contributes to the individuation and the rapid development of experiential consumption.Because of the change of mass consumption psychology and consumption mode,when enterprises do marketing,their communication strategy is also changing to the interactive marketing mode based on network platform,and making appropriate interactive marketing plan.It is one of the best choices for enterprises to adopt interactive marketing strategy.WeChat platform has a large number of users and its own multimedia features make it a high-quality interactive marketing platform more and more enterprises choose to conduct interactive marketing activities on WeChat to promote brands and products to consumers.Under the background,it is necessary and important to study the current situation of interactive marketing communication based on WeChat platform.With the help of literature research,case analysis,interdisciplinary research and other research methods,this paper analyzes the related concepts,elements and characteristics of interactive marketing in WeChat platform.The paper also analyzes the current situation of interactive marketing communication strategy based on WeChat platform,including four main kinds of interactive marketing communication strategies,such as "video,H5" interactive marketing communication strategy,"opinion leader type" interactive marketing communication strategy.The virus word of mouth interactive marketing communication strategy,the "game experience" type interactive marketing communication strategy,this paper carries on the case analysis and the theoretical interpretation,has proposed some problems existing in the four kinds of strategies,These problems are the lack of cooperation with opinion leaders and the development of civilian opinion leaders;Marketing case fire,but the expected impact has not been realized;interactive content to be deeply excavated and used;single channel of information dissemination leads to inaccurate expression;WeChat platform information security hidden danger.In view of these main problems,the proposed solutions include: focus on cooperation and training with opinion leaders,targeted planning of interactive content,innovation and dissemination of content,encouraging users to create collaboratively;Integration of interactive media to ensure "one voice" multi-channel expression;enhance the WeChat platform interactive marketing security.