Research Based On Trust Of We-Chat Group Marketing

We-chat is the main social networking tool which is the most common used by people at present.More specifically,We-chat's community marketing is completed after the 5.0 version of We-chat.Be based on Weixin,a social platform,this thesis studies the typical representative of community marketing: Weixin group marketing.The core kernel of We-chat Group Marketing is the maintenance of We-chat Group,that is,to stimulate the purchase intention of We-chat Group and realize the transformation of purchase intention in We-chat Group.This paper will focus on the construction of trust and emotional relationship among group owners,group management and group members in the maintenance process of marketing We-chat group.Firstly,this paper discusses the establishment of We-chat Groups and the relationship properties of We-chat Groups in order to have a clear understanding of the location of We-chat Groups.secondly the maintenance of We-chat Group will be discussed.The main contents include the analysis of communication subjects and their relationships,the topic setting,classification and management of We-chat Group,the application of topic in marketing We-chat Group,and how to build trust relationship through topic to achieve smoother group communication.It emphasizes that communication rationality is a necessary condition for the normal operation of Weixin Group.The maintenance of group communication rationality and the enhancement of group emotion are all indicators of group trust.Finally,this paper will discuss the marketing means of We-chat Group,focusing on the trust of the group.Through the comparative analysis of specific group marketing cases,we discuss how to transform the group chat and private chat to realize the strengthening of the relationship among marketing We-chat Group at different levels.Through the analysis of the above three parts,the conclusion of this paper is: be based on the strong relationship attribute of We-chat group,the establishment of trust relationship is the key factor to realize We-chat group marketing.Therefore,building the deep trust of group members and further realizing the transformation of private trust from group trust is the basis for the healthy development of marketing We-chat group.As an online marketing system,marketing We-chat Group does not start and end with a single sale.Online "presence" makes the marketing We-chat group pay great attention to the long-term maintenance of interaction and relationship with the group members before achieving the marketing objectives.