Research On Wechat Marketing Strategy Optimization Of Hjenglish

With the development of mobile Internet and universa overage of smart phones,people's work and life is changing,also affects the way of human's socio-economic activities.WeChat,the mobile instant messageing software launched by The Tencent,has occupied the top of the download ranking lists of the mobile applications over a long period of time,and became the resident application of smart-phone users.Some individuals and companies have been using the Wechat platform for marketing as the commercial interests by the rapid development of the Wechat.Especially as the open of the Wechat-platform function to the public,Wechat-marketing is favored by enterprises quickly,its cheap and efficient means of spreading has become a popular network marketing methods.As the leading industry in online education,HJenglish has conformed to the the trend of our times of Wechat Marketing,except for the creation in products and service,and offered new learning ways for consumers.English training has growing vigorously all the times,people learning it for the purpose of exams before,and now,with the globalization and increase of people's living standard,people use it not only for studying abroad but also for travelling.HJenglish are satisfying the consumers for providing three levels,namely,interests orientation for students who are interested in English and with a instable foundation,exam orientation for students who take part in kinds of exams,communication orientation for students who want improve oral English and four kinds of online English training programs.The paper takes HJenglish as analytic target and supported by some relative marketing theories,such as STP,SWOT,firstly it analyzes the current situation and problems of HJenglish,secondly,it makes an SWOT analysis on the environment on Wechat marketing,then subdivides the market on the basis of STP theory and chooses the target market;optimizes the current product strategy,price strategy,channel strategy,promotion strategy using 4P theory,finally the countermeasures have been made,namely,to calculative Wechat professional team,to build a Wechat platform with characteristic,to interact timely with followers,to strengthen marketing control,to calculative workers'loyalty on job.The paper optimizes the Wechat marketing at a new level,and lays a theoretical foundation for the future relative research.