| Mobile Internet Industry is in a stage of rapid development during recent years.According to the 41 st China Internet development statistics report released by CNNIC,until Dec,2017,the number of China mobile internet users has reached to 772,000,000,which means China mobile internet has nearly entered into the era of universal use.With the development of the mobile Internet Era,batch after batch of mobile Internet clients(APP)that changed our original lifestyle and began to infiltrate into every aspect of our work and life with new forms and concepts.Among all these apps,WeChat is one of the special best.WeChat is opened up in 2011 APR and improved 7 year with explosive growth.Now it shares the largest China consumer volume of mobile social tool.Within breadth and depth of its function,WeChat is not just only a tool for daily communication,but also a new and significant channel to business for brand operation.Most enterprises operation their brands on WeChat though focusing on WeChat official accounts,WeChat moments,WeChat group Chat and so on.The great advantage of these methods is quite fast to collect customers with high efficiency,but at the same time,it is also faced up with keeping customers loyalty.The enterprises rely on their WeChat official as brand operation,which caused the main problem.Indeed,most of the business can attract more customers with their official accounts,but it cannot provide user experience directly,as WeChat cannot support relevant function.The only way to choose the external links with unfriendly effect and high operation cost.Since 2017,WeChat increase its new functions-Mini Programs and advertisement in moments,which develop the new channels for the enterprises to operate their brand.WeChat Mini Programs has a more beautiful interface and lower development cost.Though scanning two-dimensional code,WeChat group Chat,WeChat official account directly,it achieves to enter in the relevant applications.WeChat mini program is lightweight original,multi entrance and strong social networking,which make it explode the whole Internet industry in an instant.It appearance leads to the customer operation strategy from simply to rich.Advertisement in moments has also provided the supports for precision marketing.With the WeChat mini program and its original payment function,the company can operate its brand since marketing promotion,then sales and final after-sale service.It also provides the new basis for brand operation decision.How to integrate online,offline resources and WeChat resources for brand operation? How to make the best use of WeChat groups,official accounts and mini programs to achieve reasonable and effective linkage effect for brand operation? How to involve existing WeChat resources and mini program to enhance brand operation effect? All above questions is urgent to deal with for most enterprises.This dissertation takes Langlib as an example of case and analysis its brand operation strategy on WeChat.Firstly,it introduces the brand background and operation status of Langlib.Secondly,it analyses the overall operation strategy of Langlib.Combined with the brand operation theory and the function of WeChat,this paper concentrates three points of Langlib-content,customer,reputation and activity,to explore the successful practice of brand operation,related issues and suggestions based on WeChat.It also summarizes the general strategy method of brand operation based on the WeChat,then provides theoretical support for the more effective use of the WeChat for brand operation. |
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