Research On The Marketing Strategy Of M 's Enrollment Micro - Letter

In the era of Internet economy, all of the information transmission or shifting money from information was accomplished through the Internet. Due to the wide application of mobile communication and the rapid development of mobile Internet, WeChat was born at the historic moment. Since Tencent launched WeChat in 2012, WeChat development rapidly and established a public platform for WeChat Marketing. WeChat and people’s daily lives become more and more closely, while WeChat marketing has become an effective marketing tool for both big businesses and small businesses.WeChat marketing is a kind of marketing mode for businesses and individuals in the times of network economy. WeChat is now the mainstream online to offline marketing model which based on WeChat, using WeChat subscription, combined with referral rate of WeChat membership management system to display businesses’official website, WeChat membershipconcessions, and a variety of push activities, also develop into the mainstream of the current WeChat interactive marketing model.This article takes M company as a case analysis object under the premise of the full study of WeChat marketing strategy theory, combining the 4P,4C marketing theory, enrollment theory, STP theory, analyze the advantages and necessity of WeChat marketing compared to the other new media marketing strategy such as portal marketing, Weibo marketing. WeChat has an obvious character which is low input and high output, it also has a high rate of return and excellent effect of this character. M company have to use WeChat marketing to achieve rapid and effective enrollment plan, to give the brand promotion. At the same time study WeChat marketing in the implementation process drawbacks and propose optimization solutions through WeChat public platform background data analysis. Firstly, building 3 types of Official Accounts, so that different types of accounts can complement each other. Secondly, during the WeChat promotion process, focus on the promotion of the object more precise positioning, using a variety of effective ways to attract high-quality fans, and maintain good customer relations with fans through content marketing. Finally, using other marketing channels, integrate marketing programs to promote further improve the WeChat marketing of M company. For example, combing the WeChat marketing and search marketing to achieve the two complement each other. Whether it is WeChat marketing and search marketing, online marketing, Internet marketing is the ultimate goal of the M company to guide the customers from online to offline. So promoting customers from online to offline as well as from offline to online are the same important, and the M company cannot ignore both these two marketing plan.