Research On WeChat Marketing And Its Risk Management

E-commerce as a business network operation mode has a variety of meaning,has been the rapid development in our country,to the integration of real and virtual economy,mobile terminal as a medium,and large data analysis based on the direction of development.The micro letter marketing as a kind of important e-commerce marketing model,facing of the imperfection of the system,support system,therefore,related departments should take active measuresto promote the orderly operation of the micro letter marketing.The WeChat marketing model is mainly a new way to carry out commodity marketing activities with the aid of the Internet.This model has incomparable advantages over the traditional marketing model.It combines technology,wisdom,and services in perfect harmony.However,due to the influence of various factors,there are still many problems and risks in WeChat marketing,including safety,technology,credit,and legal risks.This article analyzes the risks existing in WeChat marketing and discusses the main strategies for avoiding WeChat marketing risks.This paper takes WeChat marketing risk management as the research object and analyzes the risk identification,risk assessment and risk response in risk management.In the WeChat marketing risk identification stage,the risk analysis was carried out using the flowchart method and the expert survey method.Consensus technology,credit,legal risk sources,payment,transfer of property rights in five aspects,including level 1,level 2 indicators is established five,three indicators of 18 risk evaluation index system.The reliability and reliability of the established risk assessment indicators are verified by using the internal consistency reliability analysis of SPSS.In the stage of risk evaluation,the BP neural network model was used to construct the risk evaluation model of the risk evaluation index system built by BP neural network.At the risk strategy stage,the paper gives corresponding risk countermeasures according to the risk sources of WeChat marketing.