Research On Wechat Marketing Strategy Of Industrial Automation Products Of Zhitong Company

Zhi Tong Company is a multinational enterprise focusing on industrial automation as well as informationize product R&D(research and development)and service,whose previous marketing methods mostly were offline exhibition,seminars and other ways,and assisted by online brand promotion.With the development of digital technology and the maturity of new media platform,consumers' behaviors and habits are constantly changing.In 2020,Covid-19 promoted the whole year's offline activities canceled,and in the first half of 2021,it was also restricted,thus accelerating the transformation of marketing digitization.Industrial automation products need a long time of consultation,design,integration,testing and other segments before trading,there are many technical services after sales,moreover,the products have the characteristics of non-standard,many-persons decision makings,rational purchase and long decision-making period,which makes the mature marketing methods,based on rate of flow or one-stop transformation in 2C marketing,not applicable.The main marketing purposes of industrial automation product are maintain customer relationships and get clues,and then the sales department will follow up.Industrial automation product is also belong to technology intensive product,and facing mainly professional customers.After the offline interaction channel was limited,the company has an urgent need for online channels that can interact with customers with high frequency,that is,a private network community.Zhi Tong Company built a micro official website based on the Wechat platform,and built its own private domain flow operation platform,so as to solve the connection problem with customers and realize the marketing purpose of clue collection and sales empowerment.This thesis mainly studies the Wechat marketing of Zhi Tong company's industrial automation products in recent years,so as to lays the foundation of data structure and mode for Zhi Tong company to build any private community marketing and overall digital marketing system in the future,and provides reference for colleagues.This thesis is divided into six chapters: the first chapter is introduction,including research background,significance,methods and the innovation of research,which lays a foundation for further go deep into carry out the research solidly on Zhi Tong company's industrial automation products Wechat marketing strategy.The second chapter defines the Wechat marketing strategy,untangles and reviews the existing literature of the strategy,and introduces the 5A customer behavior path theory that the whole article expounds and borrows.The third chapter is the analysis of marketing environment,PEST theory is used to analyze the external environment,and it conducts internal analysis from the aspects of products,channels and marketing system.The fourth chapter is the current situation and problem diagnosis of Wechat marketing,it analyzes the Wechat marketing strategy and the implementation status of the enterprise's main products,and extracts the existing problems of Wechat marketing strategy.The fifth chapter is the optimization and safeguard measures of Wechat marketing strategy.Based on the digital platform construction of 5A customer behavior theory,the chapter puts forward support measures for marketing strategy,technology and personnel.Chapter six is conclusion.This thesis is innovative in two aspects,one is to study the marketing of industrial automation products on private social platforms for the first time,and the second is to study the industrial products by using 5A customer behavior path theory in the digital age.This thesis studies in the era of comparatively mature digital links,the early omni-channel promotion method is far from enough to do a good job in marketing,the mode is tending to the back link of marketing,that is,the stage of deep operation for users.The 5A customer behavior theory is produced based on this background.Under the guidance of5 A theory,this thesis optimizes the marketing strategy and finally puts forward the scheme of the 5A marketing system: In the perception stage,it improves the perception coverage through“channel + content”marketing;In the attraction stage,it provides relevant content according to the requirements of target users to stimulate interests;In the inquiry stage,it sets up multi-dimensional channel to improve the efficiency and experience of inquiry;In the action stage,it sets up the path for clues and leaving customers' information,guidance on purchase channels and in-sale service;In the support stage,it builds socialized customer relationship management;and at the same time,it builds digital platforms that are essential for all five stages to digitalize the product materials,channels,customers,services and data analysis;then forms a complete operation system.And finally,it gives some suggestions on the guarantee of personnel and system.Looking forward to the future,the digital environment will change faster and faster,in the future,different environment will also have different effects on customers' behavior paths,the behavior of customers greatly affects the marketing mode,and the future marketing methods will also need to be adjusted in time.