Research On Wechat Operation In Chain Cateringenterprises In The Trend Of Mobile Internet

The rapid development of mobile communication technology and Internet technology, has brought great changes to the whole world. With the progress of technology people have more demands,more and more people expect to use high-speed Internet on the way, at this time the Mobile Internet come into being as the times require. Along with the rapid development of Mobile Internet and the reduce of smart phones’ price various mobile phone applications have sprung up, We Chat has become a most shining star of instant communication applications in China. We Chat has brought profound influence toall aspects of people’s life, you can found We Chat in every aspect of the basic necessities of life. Chain catering enterprises must conform the tide of Mobile Internet, make full use of We Chat to enhance their competitiveness, in order to remain invincible in the future competition. Therefore, this article conducted systematic research on operating We Chat in the chain catering enterprises.The first part mainly introduces We Chat briefly, describes the change of function from version 1.0 to version 6.0, analysis the public functions which closely related to chain catering enterprises, so as to the chain catering enterprises can use the public function fully in operating We Chat. In addition,this chapter also analyzed the features,user scale and user behaviors of We Chat, verified the chain catering enterprises should make full use of We Chat service to further the development of their own.The second part analyzes the feasibility of operating We Chat in the chain catering enterprises, demonstrated the feasibility mainly by We Chat and chain catering enterprises two aspects.This chapter respectively analysis the feasibility in industry,brand We Chat applicable and the service nature, scale and location of chain catering enterprises,concluded that the operation of We Chat in chain catering enterprises is feasible and necessary.The third part describes the preparatory work for operation of We Chat in chain catering enterprises, including the target of We Chat, public number application, strategy of attract attention etc. The chain catering enterprises target We Chat as both marketing tool and service tool, so they need apply for both public service number and public subscription number. The strategies to attract attention can be attracting the old customers and attracting new customers.To attract new customers,we can use self-promotion platform,integrated online promotion and integrated offline promotion.The last part mainly proposes the strategy for We Chat operating in the chain catering enterprises. Firstly,the chapter proposes strategy for push content,push time and push frequency.Then proposes the enterprises should let the public service number play a role of servicer, including payment function, call service function, queuing function, booking function,ordering function etc.The public service number also paly a role of customer interaction and customer relationship management. I hope the suggestions can provide certain reference for We Chat operating in the chain catering enterprises.