Analysis Of Characteristics Of Fresh Agricultural Products Wechat Business Social Network

Wechat is a popular mobile social software. In 2011, Wechat launched by Tencent began to attract a large number of users, and the number of its users had reached 549 million by 2015. Based on the user base and the opening of the Wechat payment in 2013, We Chat marketing became more and more popular. Because Wechat circle has the "strong relationship" social patterns, and trust between friends is stronger, the information transmission has become more effective and faster. Depending on this efficient information transfer mode, Wechat business marketing achieves a low-cost, fast information circulation. So we can think that Wechat business marketing generates economic benefits by using customer’s social relations as a kind of capital.In recent years the development of the logistics chain has caused many agricultural businesses focusing on WeChat platform, such as Fu Jun, who managed to sell 2 million rice in three months, Xu Yi, who made an income of 40,000 through WeChat marketing business, and so on. Based on Granovetter’s Embedded theory, economic behavior is embedded in social structure, and the core of the Wechat marketing is the social network in people’s live. Therefore, this article studies agricultural Wechat business booming from the perspective of social network using social network analysis method, uses the fresh agricultural products as the breakthrough point to study network structure characteristics of Wechat marketing team, analyzes its operational mechanism, and finds the core of the Wechat business marketing of agricultural products.This study starts from the fresh agricultural products wechat business development present situation. First, it analyzes the particularity and the advantages and disadvantages of development of fresh agricultural products wechat business. It is found that fresh agricultural products is more flexible compared with the traditional business model, in which customers and merchants can complete the transaction anytime and anywhere. Based on the characteristics of fresh agricultural products’vulnerability, merchants can reduce stockpile and replenish stock according to the number of orders. The strong connection between Wechat friends makes Wechat business merchants able to achieve good publicity effect at relatively low cost in the propaganda of goods. But due to the instability of the logistics chain and regional restriction, the merchants can not control the quality of the goods, and can’t meet customers’optional needs. At the same time, as customers have different habits, they are unable to ensure that all customers are satisfied with shopping experience.This paper argues that Wechat business marketing is a kind of social marketing, so the rest of this article starts theoretical research from the perspective of social capital theory, and explores correlation between fresh agricultural products Wechat business and social networks. At the same time, the article analyses the applicability of social network analysis in this paper, shows the index selection process, and put forward fresh agricultural products Wechat business social network hypothesis according to the related theory.In the empirical part, this paper chooses Qingdao Yunji network information co., LTD., and its subsidiary, Xinjiang fruit WeChat marketing team "Tianmahui" as examples, and its centricity(including degree centrality, betweenness centrality, closeness centrality), subgroup, structural hole and other basic indicators are analyzed. This paper gets Tianmahui’s social networks shape, network density, subgroup classification, data such as the characteristics of structural holes and so on and sums up common features of the fresh agricultural products Wechat business social network after deductive reasoning.On agricultural Wechat business studies, most scholars put perspective on Wechat business development present situation, the marketing method, etc., while this article based on social network theory, studies the structure of agricultural Wechat business characteristics, and analyses the importance of social capital on its marketing. The research angle has some reference value. This article chooses social network analysis as the analysis method of this paper, makes quantitative calculation on some characteristics of fresh agricultural products Wechat business team, calculates and analyses using mathematical methods, explains the network characteristics of fresh agricultural products Wechat business team, and reveals the general law of social marketing. This paper is innovative in the method. This article using deductive reasoning makes an empirical analysis to avoid the empty nothingness of pure theoretical analysis model and enriches the content.