Research On Influencing Factors And Strategies Of WeChat Marketing Communication Effect Of Sichuan Local Social Enterprises

Our country is in a period of social transformation with rapid development and increasingly prominent contradictions.Various social contradictions such as ecological imbalance,food safety,aging,and vulnerable groups have emerged in large numbers.In2004,my country introduced the social enterprise model,which takes social public welfare as its essence,adopts corporate operations to respond to social problems,and uses commercial means to make profits and give back to the society.This has become an innovative thinking and practice to solve social development difficulties.In the process of localization development,Chinese social enterprises rely on new media,especially We Chat platforms,to carry out public welfare marketing actions,integrate social marketing and commercial marketing,and win commercial profits while promoting the effective dissemination of public issues such as public welfare issues and social issues.Cultivate social public awareness and realize the dual value of social goals and economic benefits.The social enterprise model is a new exploration of the transformation of the public welfare third sector.Public welfare purchase not only provides a path for social welfare participation,but also expands the connotation of public welfare communication.So how can local social enterprises grasp the public's preference for their marketing content and public welfare consumption attitudes,and make better use of the We Chat platform for continuous marketing communication,this is the focus of this article.What are the characteristics of social enterprise marketing communication elements? What is the social impact? What are the problems with its We Chat marketing? What variables will affect the effectiveness of social enterprise We Chat marketing communication? How to use the We Chat platform to improve the effectiveness of public welfare marketing communication in a more targeted manner? This article has carried out research around the above issues.This paper selects local social enterprises in Sichuan as the research object,comprehensively uses in-depth interview method and questionnaire survey method to analyze the influencing factors of social enterprise We Chat marketing communication effects,and provides a basis for the formulation of communication strategies.Based on the technology acceptance model,this paper conducts in-depth interviews with socialenterprise We Chat users.Based on grounded theory,the Nvivo software is used to extract the influencing factors of social enterprise We Chat marketing communication effects.The consumption attitude is used as the intermediary variable and purchase intention is the dependent variable to establish the theory.Model,put forward research hypotheses.The questionnaire design of the scale was carried out based on previous research,and the data was quantitatively analyzed by SPSS23.0 software after the questionnaire was collected.The research found that in social enterprise We Chat marketing,perceived public welfare,perceived credibility,perceived usefulness,activity,and interaction have a significant positive impact on consumer attitudes and purchase intention;information richness has no significant effect on purchase intention And only has a significant positive impact on consumer perception attitudes;consumer attitudes play a part of the mediating role between perceived public welfare,perceived credibility,perceived usefulness,activity,interactivity,and purchase intention.Finally,based on the aforementioned research conclusions,the author proposes five optimization strategies for optimizing the effects of social enterprise marketing communication: establishing an open and transparent social enterprise public welfare marketing communication concept;attaching importance to the quality of social enterprise content output and optimizing media operation skills;using network resources and society Support and enhance the professional capabilities of social enterprises;strengthen cooperation in communication resources among social enterprises to achieve traffic sharing;online and offline integration,innovative participatory marketing activities to attract public participation.