Research On Wechat Marketing Of Enterprises

With the development of 4G mobile communication technology and the constantly growth of smart phone ownership in China, it has become more and more common that people are using mobile internet anytime, anywhere. As the most successful "super APP" on China’s mobile internet, WeChat has become a Chinese mobile phone users’ "must-installed" application, so many companies have realized the great value of marketing on WeChat, and they have landed on the platform and done a lot of attempt at WeChat Marketing. Some enterprises have achieved good results, but some got worse result than ideal.Through a detailed interpretation of WeChat’s functional analysis and comparison with other social media, this paper described the concepts and characteristics of WeChat Marketing, and summarized four main methods of WeChat Marketing. In this paper, I combined with the "4R" theories of Marketing and analyzed the Strengths and Weaknesses of WeChat Marketing respectively from Relevancy, Retrenchment, Relationship and Reward. Based on internal and external factors, the paper analyzed the opportunities and challenges that WeChat Marketing are facing. By analyzing the success stories of "Victoria’s Secret" and "Tou Xing Yin Gu Tang", as well as my own WeiDian WeChat Marketing hands-on experience, this article also tried to identify the commonalities of successful WeChat Marketing. Finally, with the perspective and thinking of "Integration and Innovation", this paper designed the WeChat marketing mixture countermeasures:QR Codes Marketing Method, Fans and Moments Marketing Method, Datas Marketing Method. And then make suggestions for enterprises to market wisely on WeChat on basis of this set of WeChat marketing method combination.