A WeChat Marketing Research About Catering Industry In Zhengzhou

As the gradually economic prosperity and the improvement of residents’ life quality,Chinese catering industry has also ushered in the development of the perfect time, food and beverage industry market competition is becoming increasingly fierce. The WeChat since the launch has rapidly gained public generally welcomed, the public platform of WeChat builds a bridge between personal users and enterprise users about information communication, and WeChat realize the closed loop marketing with its payment function as a marketing tool with the online payment. According to the current development opportunities and challenges coexist in the catering industry, how to make good use of WeChat, a new marketing tool for marketing, to seek survival and development, has become a problem that catering enterprises must face.This paper briefly introduced the generation and development, marketing concept and related theory about WeChat, summarized characteristics of WeChat marketing and the differences between WeChat marketing and other marketing; and analyzed the reason why WeChat was so popular in consumers and its influence on consumers’ behavior. It analyzed WeChat marketing based on the "5W" model and designed the model of WeChat marketing according to the current development of WeChat marketing in Zhengzhou catering industry marketing. It also listed some Zhengzhou City catering enterprises marketing cases in order to make the readers have a more intuitive understanding of the marketing activities about WeChat marketing. finally, it gave some advice on WeChat marketing in Zhengzou City catering industry. The paper can help Zhengzhou catering enterprises conduct better WeChat marketing, accelerate and consolidate the development of the enterprise itself, and achieved a good marketing, and obtain better opportunities for development with a certain reference value.