Research On Marketing Status And Optimizing Strategy Of J Enterprise Wechat

With the rapid development of Internet technology,Wechat has attracted more and more people's attention.Therefore,Wechat marketing has become a new marketing method.More and more enterprises begin to sell their products through Wechat platform.Wechat was founded in 2010,and opened its business services in 2013.According to relevant data,due to its powerful function,in February 2018,Wechat got a breakthrough development,with more than 1 billion micro-credit users worldwide and more than 1 million micro-credit merchants.With its powerful functions,Wechat has changed its marketing mode from online Taobao and other marketing modes to Wechat-related public numbers,videos,audio and other marketing,which has brought unprecedented opportunities and provided new opportunities for the rapid development of enterprises.J enterprise is an agricultural by-product processing and distribution enterprise.Its main business includes aquaculture,catering management,catering services and collective dining services.Founded in 2009,the company has become the leading agricultural product circulation enterprise in Nanchang.This is also the largest chain distribution enterprise of agricultural by-products in the same industry.At present,there are more than 200 employees.The company has its own independent distribution center,equipped with large freezers,fresh-keeping storage,spacious and bright dustless vegetable matching workshop,clean and orderly raw materials warehouse,hundreds of multi-functional refrigeration trucks,delivery trucks,ambulances,serving thousands of customers.With the horizontal and vertical development of micro-credit households,J company also realized the importance of micro-credit marketing,and began to use the public number of micro-credit to carry out marketing,but the marketing effect is relatively poor,there are some problems.Based on the literature research method,questionnaire survey method,interview method and other research methods,on the basis of the specific practice of J enterprise,this paper understands the current situation of Weixin marketing in J enterprise and finds out its shortcomings.On this basis,combining the current situation of Weixin and the current situation of enterprises,this paper puts forward targeted Weixin marketing strategies,so that J enterprise can better adapt to the current environment of Weixin and give full play to its own advantages.Overcoming shortcomings will bring good economic benefits to enterprises.At the same time,on the basis of the relevant marketing theory,this paper carries out SWOT,PEST and market environment analysis on the Wechat marketing of J enterprise,and probes into the marketing strategy of Wechat with its own characteristics.The main conclusions of this paper are as follows:Firstly,Wechat marketing of J enterprise has its own advantages and disadvantages.Firstly,the advantages of the current situation of Wechat marketing in J Enterprise lie in the convenience brought by its Wechat marketing platform,the strong capital chain of the enterprise and the vast consumer market.Secondly,in the process of Wechat marketing in J enterprise,the disadvantage is that the supervision of Wechat marketing is not strict,which leads to some illegal elements entering the company while in vain,leading to the decline of the company's product quality and the reduction of the company's reputation.At the same time,due to the lack of staff in Wechat marketing and logistics distribution of J enterprise,the speed of logistics is difficult to be guaranteed,which reduces the satisfaction of consumers.Secondly,the current marketing environment of Wechat in J company has more opportunities than challenges.The diversification of the marketing channels,the strong economic strength of enterprises and the national policies of Wechat all provide good marketing conditions for J enterprises.The biggest challenge comes from the change of traditional marketing concepts and the instability of the network environment.There are often some network accidents.Thirdly,through the analysis of the current situation of micro-communication marketing in J enterprise network environment,this paper puts forward targeted micro-communication marketing strategies.Mainly includes: optimizing the marketing system of Wechat,clearly dividing product types,optimizing product KPI assessment standards,strengthening market safety supervision,and reasonably controlling marketing safety.