Research On Existing Problems And Optimization Strategies Of WeChat Community Marketing Of JD×Fenxiang

Internet Web2.0 set off the trend of network marketing,We Chat as the representative of the mobile Internet platform attracted a large number of users.Relying on we Chat rise of various institutions of We Chat public platform and "micro-business" has a very strong consumer potential.It is the emerging individuals who adapt to the trend.JD.com×Fenxiang as a new network enterprise,and JD.com platform cooperation,choose We Chat public platform-based sales channels,network community building to communicate,expand the audience,the use of We Chat ultra-low cost and amazing communication as a means of communication,to promote their business,in order to get more active fans.In this paper,the construction of network community as the starting point,combined with sociological theory,explore the practical application of sociological theory in network marketing communication.Based on the related theories and wechat social marketing,this paper describes the development process and marketing mode of Fenxiang by consulting a large number of domestic and foreign relevant social e-commerce literature,and focuses on the mode of Fenxiang's social marketing on wechat according to the needs of the paper.Through the environmental analysis of the background of the era of "Jingdong×Fenxiang",this paper uses SWOT to find out the opportunities and threats in its social environment,and combines with the questionnaire survey data to analyze "Jingdong×Fenxiang " This paper analyzes the needs of different audience groups of "Jingdong×Fenxiang" and the activity of wechat community.This paper analyzes the existing users of "Fen Xiang",combined with the corresponding problems of platform operation and construction,uses 4C theory to understand the needs of users and the real feedback of customers.Finally,through the theory of word-of-mouth communication,aiming at different user groups,using the social interpersonal effect and homogeneity effect,this paper puts forward some marketing communication strategies,such as opinion leader,interpersonal relationship and common activities,and specifically analyzes how to use these strategies to develop new marketing activities.The research results show that in order to meet the needs of different consumers with new network marketing,enterprises should continuously obtain traffic,improve the ability of opinion leaders in wechat community,and improve the activity of the community.At the same time,they must put the interests of customers in the first place,ensure quality,and serve attentively,so as to gain more trust from consumers,In order to better promote the healthy development of wechat community.