Study On We Chat Marketing Strategy Of Small And Medium-sized Enterprises In Xinjiang

Internet technology has rapid development and popularization and add new marketing way to enterprise marketing mode,called Wechat marketing mode.The internet age for all has begin along with the spread of smart phones across the country.WeChat has become an indispensable and even can't leave application tool in people's life,study and work.The number of WeChat users in China has reached 750 million and are increasing at an amazing speed according to statistics at the end of 2016.WeChat marketing mode gradually permeates all aspects of society combining Wechat with marketing under this social and economic background.WeChat has no distance of time and space.Its convenient and fast communication is conducive to various creative marketing activities and the expansion of corporate influence and brand awareness.A lot of business opportunities exist in where internet users gathering.WeChat's huge marketing potential is attracting more and more enterprises who are entering WeChat marketing team in succession.Wechat has the characteristics of low cost,high marketing efficiency,accurate market positioning,convenient to maintain,etc.Therefore,more and more small and medium-sized enterprises choose WeChat marketing as a continuous marketing strategy.The new social media of Wechat brings opportunities to expand marketing channels and more market potential for small and medium-sized enterprises in Xinjiang.Small and medium-sized enterprises in Xinjiang are limited in size,lack of talents and capital resources,informatization and the marketing capability of new media is generally weak and the market competitive advantage is not strong due to many reasons,such as remoteness,slow cultural exchange,uneven industrial development,slow economic development and weak informatization.At present,the development of WeChat marketing of small and medium-sized enterprises in Xinjiang is still in the exploration stage.Relevant research data are relatively few,but there is still a lot of room for development from the perspective of development.This paper is consist of six parts.First part is literature review,research significance and research methods at home and abroad.With the continuous improvement of mobile network environment and the improvement of mobile penetration rate,WeChat has been widely used.Wechat is favored by the vast number of small and medium-sized enterprises for its low cost,high marketing efficiency,low threshold,accurate information arrival rate,wide broadcast range,fast information transmit and other features.Second part is core content and theoretical basis.This part studies the definition of small and medium-sized enterprises,core content and mode of WeChat and WeChat marketing.Third part is analysis of current situation and marketing difficulties of small and medium-sized enterprises in Xinjiang.Small and medium-sized enterprises accounting for 97.48% of the total number of enterprises in Xinjiang are the supporting force of Xinjiang's economic development.Urumqi-centered small and medium-sized enterprises in northern Xinjiang play a leading role in Xinjiang economy.Except the small size,talent shortage,financing difficulties,weak technological base and other common problems encountered by all small and medium-sized enterprises,there are also some unique obstacles such as localized,homogeneous,uneven industrial distribution,highly closed,single network marketing means,lack of innovation and others.Forth part is current situation,effectiveness and problem analysis of WeChat marketing in small and medium-sized enterprises in Xinjiang.Through the background analysis of AD company and AS company,the advantages and disadvantages of traditional marketing method and WeChat marketing method are compared to find out the problems in the marketing process of WeChat in small and medium-sized enterprises.Fifth part is WeChat marketing implementation plan of AD real estate information service company.Taking AD as case to analyze the executing process of WeChat marketing strategy and summarize the actual marketing effect of WeChat of the company,and brings the value-added benefits to the company.But the implementation process still can not get rid of the small and medium-sized enterprises own weaknesses and there are also many problems in the management and implementation of this new media marketing.Sixth part is the WeChat marketing strategy analysis of small and medium-sized enterprises in Xinjiang.This paper analyzes the marketing status and particularity of small and medium-sized enterprises in Xinjiang and makes comparative analysis and summary of current marketing methods and WeChat marketing methods to provide WeChat marketing countermeasures and suggestions for the problems encountered in the survival and development of small and medium-sized enterprises in Xinjiang,and theoretical and practical application value for small and medium-sized enterprises in Xinjiang to implement WeChat marketing.