Analysis On The Mode Of Marketing Communication Of B2C Wechat Business Under The Environment Of Social Media

As the social media are increasingly penetrating into our life and changing the traditional ways of communication of information deeply, the decentralizing Wechat business got rapid rising in the social media where Wechat takes the lead. Currently, the development of Wechat business is in full swing. While the business in Wechat Moments is under criticism, the online promotion of some public Wechat business accounts has seen great achievements. In such a context, taking the marketing communication activity of B2 C business on Wechat as the study object, this paper tries to analyze the mode of marketing communication of B2 C Wechat business and discusses both the advantage and disadvantage.The first part of the this paper analyzes different elements of B2 C Wechat business such as the marketing communication body, marketing communication media, marketing communication contents etc. and summarizes its characteristics. Then, this paper introduces and elaborates the A-O-W mode which was proposed by a scholar named Kou Zixia. The A-O-W mode is a kind of social media communication mode which starts with program setting, achieving breakthrough by opinion leader and spreads through word of mouth. Based on the understanding of this mode, this paper describes the it’s application to the marketing communication of B2 C wechat business. In addition, the author thinks that the A-O-W mode can not only demonstrate the marketing communication progress of B2 C wechat business, but also shows new characteristics in the program setting, opinion leadership and word-of-mouth spreading. In the end, the paper analyzes the advantage and disadvantage of A-O-W mode in the marketing communication of B2 C wechat business from the perspective of the effect of marketing communication.Based on the analysis, this paper is expected to summarize the practice of the marketing communication B2 C wechat business in the current stage in a theoretical level and guides the marketing communication in the future practical operation to a better direction.