A Marketing Strategy Research Based On The Wechat Public Service Platform

According to WeChat User Data Report 2015 released by Tencent, up to the end of the first quarter of 2015, the number of WeChat monthly active users has reached 549 millions covering more than 200 countries and 20 languages. The total number of WeChat Subscriptions has became more than 8 millions, and over 85000 mobile applications have achieved interfacing with WeChat. WeChat Payment has gained about 400 millions users, covering more than 90% of smartphones. It suggests that WeChat is no longer just a mobile app with innovative functions, while it has become an indispensable part of people’s life. With the constant growth of the user base, WeChat’s commercial marketing value has been acknowledged. Many enterprises take the lead in utilizing the value of WeChat and good results have been achieved. Accompanying the emergence of "Internet +" strategy, a lot of traditional enterprises are trying to enter the Internet-related fields. As the main industry of China, service industry will not miss the opportunity of meeting and using this trend. Many service companies have set up their WeChat Subscription to provide customers with better service.This paper mainly focuses on the ways of efficient marketing on WeChat. It tries to find innovative marketing strategies via analysing the functional characteristics of WeChat and combining with the features of service marketing. This paper takes case study method and can be divided into five parts. The first part is introduction, including the background, study review and the method and value of this study. The second part is about the theories of communication and service marketing, which should be regarded as important theoretical foundation of following study. The third part analyzes the unique features of WeChat. And be compared with other service media, WeChat shows huge marketing advantages including its abundant content communication forms,closed-loop marketing mode both online and offline, and its user management models under the perspective of big data. In the fourth part, this paper discusses the situation and problems of service marketing at the age of Internet.The development of the Internet information technology brings new characteristics for service marketing,including personalization for users, integration of production and marketing operations and the popularity of e-services. While, service marketing is still faced with challenges,like the tension between theory and practice, product innovation, the quality of service and personnel and so on. The fifth part is the essence of this paper. It analyzes marketing strategy from different dimensions, which include service production innovation, hypertargeting outlet, diversified promotion + fine real-time interaction,improvement of the service process, enhancement of visible service demonstration and the cultivation of all-round staff, through the study of classic cases combining with the 7p’s theory of service marketing.