| With the advent of the Internet era,tremendous changes have taken place in people’s lifestyles,and they have also brought corporate marketing into the Internet age.In this information-rich Internet era,the quality of marketing information and the speed of dissemination are the key to a company’s success.The birth of WeChat and the popularity of smart phones have come at the same time.The convenience of the WeChat platform,as well as its wealth of business attributes and powerful social functions,have made it an indispensable stage for companies to promote themselves.The article takes Damai supermarkets of small and medium-sized retail enterprises as research objects,applies a combination of theoretical and practical research methods,uses 4R theory as a guide,adheres to the concept of“user-centered”,pays attention to the long-term stable relationship with users,and establishes enterprises and users.Related interactions,emphasizing a better understanding of user needs,accelerating the speed of response to market changes,paying attention to output and returns,and using it as a driving force for the development of WeChat marketingIt analyzes and discusses the reasons why Damai supermarkets have been having poor marketing results since launched WeChat marketing for more than two years.Combined with the analysis results of the questionnaires,a solution have been tried to make that combines WeChat marketing with traditional marketing.Including: establishing effective communication channels and strengthening two-way communication;establishing customer relationship management system,strengthening information management for new and old users;improving promotion strategies and paying attention to user experience;adopting incentive mechanisms to increase the degree of attention of all staff;configuring dedicated management of WeChat marketing,including WeChat marketing planning,promotion and customer service staff.We provided WeChat marketing protection measures,including: capital protection;human resources protection;management promotion.Under the premise of safeguards,the program was implemented and achieved certain results,including: the servicelevel of the WeChat platform has risen significantly,the membership has increased steadily,and the revenue and profit have increased significantly compared with the same period of the previous year.This article combines the characteristics of small and medium-sized retail enterprises,and conducts research on marketing strategies of WeChat marketing in Damai supermarkets.It not only provides guidance for the improvement of WeChat marketing of Damai supermarkets,but also provides reference value and reference for the implementation of WeChat marketing of other similar companies. |
