YZ Company "Fulige" Community Marketing Strategy Research

With the introduction of the concept of Web2.0,the development of Internet-related applications is becoming more and more mature.The emergence of online consumer communities has broken through the limitations of traditional enterprises and consumers,and has become one of the effective ways for enterprises to cultivate consumers’willingness to buy and spread word of mouth.As an Internet application based on Web2.0,WeChat not only provides unparalleled convenience for people’s lives,but also creates a new channel and method for marketing in the new media era.WeChat-based community marketing is quietly changing the company’s existing market expansion and development methods,and has become an indispensable marketing method."Fulige" is a new attempt by YZ Company to conduct community marketing,and its goal is to increase the purchase intention and word-of-mouth communication of community members.How to play the role of the WeChat community in the operation of "Fulige" and improve marketing performance has become the focus of YZ Company.The research of this paper is based on Yz Company "Fulige"community as the research object.In this study,we designed a questionnaire for Yz Company"Fulige"community members based on the interview results.Thus analyzes Yz Company"Fulige" the community present stage implementation marketing strategy situation.This study analyzes the interaction of "Fulige" community by understanding the participation of community members,the attention of the public and the ways to solve the problems.And through understanding of their participation in the "Fulige"community aspirations,the willingness to purchase products,Yz Company "Fulige"community members of the"Fulige"satisfaction and recognition.Based on the related research on online community marketing,using relationship marketing and 4R marketing theory,this study finds that the key to improving the sales performance of YZ’s "Fulige" community is:the strength of the interaction between community members and "Fulige" and the The identification with the"Fulige" formed the purchase intention.And then put forward the marketing strategy,implementation plan and safeguard measures that are more suitable for the "Fulige"community of YZ company.It is hoped that the results of this study will help to solve the existing marketing problems of the "Fulige" community of YZ Company,and play a certain role in improving the sales performance of the "Fulige" community.