| The various applications have become life necessities with the rapid development of Mobile Internet. Nowadays Wechat is the most popular optimal marketing platform to launch a new marketing revolution. It promotes products,maintain customer relationship and reduce operation cost by publishing information for both enterprises and self-employed. Therefore information dissemination affects wechat marketing directly. Based on the analysis above, the research builds the influence factors model of wechat users’ information dissemination through literatures,questionnaires, case study and the information dissemination model theories from management, communication, sociology, etc. It collects questionnaire data to build information dissemination model of wechat marketing. Through case analysis the paper puts forward to improvement strategies of wechat marketing to promote sustainable development better for companies.The survey details and result as below:Theory ResearchFirstly based on analysis of actual background, the research subject & target were presented and confirmed. The research methods and technical routes are also getting explained. This paper collects achievements and uses related theories from domestic and overseas researches. Secondly summarize related current research situation from domestic & overseas marketing, wechat and information dissemination.It also introduced related theory foundation presented in the research——classic &Internet information dissemination.Influence FactorsFirstly choose related subjects to study influence factors of people using wechat to do information dissemination. It adopted classic 5W model as theory foundation after studied various literatures. The paper implemented various analysis include factors, reliability and regression through mature scale’s adoption and modification.The result shows the factors which affect wechat marketing’s information dissemination are influence, enjoyment, profession convenience, social need, security and motivation. We also got the future achievement.Dissemination will=0.316178+0.337857*social need+0.225377*influence+0.196648*convenience+0.172688*security+0.115838*enjoyment+0.083606*profession-0.144890*motivation.Case and StrategyThe paper analyzed the wechat marketing advantages that China Mobile Guiyang has about social need, influence and convenience. Combined with actual situation, put forward to wechat marketing suggestions refer to team building, information adoption,platform design, publish modality, etc. to improve the final marketing result. |
PDF Full Text Request