The Wechat Marketing Research On The Background Of The Mobile Internet Era

With the constantly updated Internet technology and the gradually popular smartphones, the world we live have already quietly gone to mobile internet era from traditional internet era. The coming of the new era make people’s behavior of contacting media change accordingly. People gradually change the habit of using their computers to gain information and entertainment, and choose to use smartphones. As an inevitable outcome of this era, wechat quickly occupies the market by taking the advantage of itself, and it gradually evolves into the users’whole life. All sorts of companies began to realize the infinite value of wechat as a marketing means, but now there are a lot of business blindly regard it as a universal marketing means, and follow others to use it before fully understand wechat marketing.Firstly, this thesis uses the SWOT analysis method and analyze comprehensively the current strengths, weaknesses, opportunities and threats of marketing by wechat in order to help others to deepen the understanding of wechat marketing. What’s more, in this section, based on the theory of "five W" in communication,1try to seek its strengths and weaknesses from the five perspectives, such as communicator, form of communication, information, audience, effect. It has a strong applicability, strong selectivity, diversity, wide coverage and high precision. But it also ignore users’ feeling, use stereotypical transmission channel and same content and form, polarize the effects and so on. And I analyze the threats and opportunities the wechat marketing face from the internal aspect and external aspect. Such as global strategy, the new marketing environment, the4Q the close channel of alibaba’s products, the damage to the ecological environment and so on.Then by analysising two enterprises’ successful wechat markting case from different industry, such as starbucks and elong network,in order to find out the their common success. Finally combining with the former analysis of common success. I try to give some suggestions to enterprises from three angle.such as the integration of media resources, strengthening the service consciousness, improving the value of platform. I hope they can help companies to improve the effect of wechat marketing.