The Research Of WeChat Marketing Mode For Enterprise Under The Background Of E-commerce

As the continuous development of Internet and 4G communication technology, information technology gradually make the focus shift to mobile devices. We Chat is a popular information technology product nowadays, and We Chat marketing is the new content of mobile Internet marketing in electronic commerce, which is taken seriously by more and more enterprises, but the real success enterprises that take We Chat marketing is little. Choosing We Chat marketing mode reasonably is the key of We Chat marketing for enterprises, therefore the study put We Chat marketing mode as the main content, analyze the different We Chat marketing mode, evaluate the effect of We Chat marketing mode, and finally put forward to the improvement suggestions about enterprise We Chat marketing mode.First of all, through the literature research, the research analyze the summary basic situation, functions and characteristics of We Chat,and define the concept of We Chat marketing mode. On the basis, the research analyze the elements and processes of information transmission in the We Chat marketing model. According to the communication mode of "5W", the research analyze the elements of information dissemination in We Chat marketing mode, and combining with five cases analyze information transmission process for different enterprises in We Chat marketing model.Then, combining with We Chat marketing five core functions the research form five modes, and respectively there are the marketing model based on the function of people nearby, the marketing model based on the function of floating bottle, the marketing model based on the function of scanning QR code, the marketing model based on the function of We Chat sharing and open platform,and the marketing model based on the function of We Chat public platform, different modes correspond to a variety of marketing strategies, in order to build more perfect marketing model, there are different applicable conditions in different modes, when enterprises choose We Chat marketing modes, enterprises should combine with their own situation. By Xiaomi enterprise We Chat marketing case, the research analyze how a specific enterprise adopt We Chat marketing modes and strategies at present.Finally, the research evaluate the effect of We Chat marketing mode. According to the consumer behavior AISAS model, the research establish the first-level indicator, and according to the literature, case and We Chat functions the research establish the secondary indicator. Thus the research form the effect evaluation index system of We Chat marketing model, and make correlation test to index system by using the factor, and determine the index weight by using sequence relations. The research evaluate the model by using the fuzzy comprehensive evaluation method, and combining with Xiaomi We Chat marketing, collect data, get the evaluation results. Combining with the evaluation results and different We Chat marketing modes, the research put forward to improvement suggestions from two aspects that is the existing mode and the new mode.