The Enterprise’s WeChat Marketing Strategy In The Era Of We Media

With Web 2.0 technology sustaining innovations, a variety of personal web applications are in the ascendant. The traditional transmission order of the network information is attacked by the spread model of citizenship information on the Internet platform, which is gradually changing the way of people’s life. Throughout the whole process of network information transmission, We Media platform which is used by citizen will show similar transmission characteristics which is different from the mass media, such as autonomy, real-time, interactive and personalized, this new transmission way of information enriches the concepts and patterns of traditional media. At the same time, the spread pattern of network information are drived further diversified and complicated by the differentiation between the traditional media and the new mode of network media, and since then, the network media towards a new stage-- We Media age. WeChat, as the most popular messaging tool under the network We Media age, has accumulated up to 800 million user groups from the beginning of 2011 when is to the market by tencent company to the end of 2104. Based on the accumulation of vast users, WeChat has become the world’s most popular communication software. Enterprises WeChat marketing is a new developing marketing pattern based on WeChat public platform and large user groups. Compared with the popular micro blogging marketing in previous years, enterprises WeChat marketing is a marketing mode of the "one to one, interactive", which is more targeted and privacy, and lays a solid foundation in the vast market which pay more attention to network privacy.The time WeChat public platform, as the new service platform, launched by tencent company is not long, but it has become an important tool for the enterprise creation, dissemination of information and communication of users, its influence is significant. Therefore, more and more companies began to actively use this platform to explore new marketing model, and are committed to make it another position for the enterprise to implement marketing tools. However, due to the time WeChat and its public platform created and developed is not long, and has not been given enough attention by the academic community, which make the reference about enterprise WeChat marketing strategy is less and less. Therefore, this article will explore the enterprise WeChat marketing strategy under the network We Media age from the perspective of the enterprise.Starting from the perspective of enterprise, this paper research the attitude and willingness of WeChat users to enterprise WeChat marketing mode, and the situation to master the extent of use of the WeChat user groups and to receive information on enterprise marketing. Analyzes the influence factors of WeChat marketing on user groups’ attitude and intention, and the extent of influence of these factors. Based on the conclusions of empirical research to explore the user’s attitude and willingness to use the WeChat public platform, ultimately to provide a certain reference for WeChat marketing strategy of enterprise in the network We Media time.