Research On Relationship Marketing Mode Of Art Work Based On The Wechat Platform

With the advent of the mobile Internet era,more and more art companies,art institutions and artists have begun to use WeChat platform for marketing activities.The relationship marketing model to become its representative in many WeChat marketing model.This paper is based on the relationship marketing theory,analyzing its composition,elements,mechanisation,marketing process and personality characteristics,trying to analysis the current situation and defects of the art relationship marketing mode based on WeChat platform,discusses the optimization strategy.The online arts auction and art electricity supplier before WeChat software for budding relationship marketing pattern of WeChat platform art foundation,with the WeChat platform function of continuous improvement,the development of relationship marketing model of art entered the promotion stage.The emergence of WeChat platform in the marketing focus,marketing driven and marketing methods for the art of relationship marketing model has brought adjustment.Based on the WeChat platform,the composition of the relationship marketing model of the art work has strong platform support,large-scale user groups and professional marketing subjects.The elements of the model include the relationship,the service,the content,the flow,the product and the activity.The development and maintenance of relationship is the key of this mode.The five elements are interrelated and influence each other,forming a structural systemThere are three main ways of this mode,the official accounts marketing,personal WeChat marketing and WeChat group chat marketing.The marketing process is divided into four stages:attraction,drainage,transformation and internalization in the official accounts marketing;In the personal WeChat marketing,the marketing process is divided into four stages:exploration,familiarity,transformation and evaluation;The marketing process of WeChat group chat marketing is divided into four stages:public sharing,sharing,transformation and check;Have a strong sense of user experience,easy to create brand,low marketing costs,marketing coverage of four characteristics.The relationship marketing model of the art based on the Wechat platform has some defects,whether the mode itself or in the marketing process,there are a lot of deficiencies,limiting the marketing effect,also have a negative impact on the development of the marketing mode.Based on the combination of theory and practice,this paper puts forward the corresponding optimization strategy for the defects of the relationship marketing model of the art based on the Wechat platform.