Analysis Of Enterprises WeChat Marketing Mode Based On AISAS Model

In the new era, the competitive environment and consumer behavior is so context, traditional marketing business has been a great challenge.Traditional marketing business model is often not built on the basis of consumer-centric, but in corporate marketing activities center. Accelerate product categories increased market changes, requiring manufacturers must integrate a variety of resources, seek win-win marketing mode, so as to meet the diverse needs of customers. Wechat marketing is built on the basis of the consumer as the core, and its interactive, cost, timeliness, accuracy, viral marketing and other characteristics, so this kind of Wechat social media marketing and gradually developed into the mainstream, has become increasingly favored by medium and small enterprises. According to the China Electronic Commerce Center released the "2014 Wechat public platform development status report" shows that as of the end of July 2014, the Wechat activity close to 400 million the number of months, the public Wechat totaled 5.8 million.On the one hand enterprises enjoy the convenience of Wechat marketing, low cost, etc., while the spread of accurate, on the other hand will inevitably lead to confusion. How rational use of Wechat to better carry out the functions of marketing? Are there relevant model for reference? How to build enterprise systems Wechat marketing model? Is each node Wechat marketing conducted to control? This article is based on the above background, to carry out the study.Main contents of this paper is divided into the following parts:First, comb through the related research, and related concepts of Wechat Wechat marketing defines, summarizes the relevant theory and research methods, the research presented in this article ideas; second, through the public research report further studies aimed at marketing functions and marketing body.Wechat marketing were extracted and summarized, and read the relevant cases on the basis of the enterprise Wechat marketing advantage, Typical problems and ways to sort and summarize research; third, in the study of micro letter macro and micro marketing environment, consumer behavior, marketing model, based on the adaptability of Wechat marketing environment AISAS model are discussed; fourth, as this article The center, in front of, based on the Wechat marketing model presented in this article build ideas, build process and marketing mechanisms; Wechat marketing case eLong fifth combination of Wechat marketing model for verification and discussion in this paper; sixth, look In this paper, on the conclusion of this study to further deepen and enhance the research gaps and propose further research on the proposed future prospects.Based on the theory of communication and marketing reference, through a large number of documents and case collection, summarizing, synthesizing, refining, marketing, based on the analysis of current situation and consumer behavior analysis, corporate Wechat marketing this complex process model, systematic, while the combination of theory and case studies carried out deductions, industrial and commercial use anthropological participant observation method to validate the model.