| Internet Web2.0 set off the trend of digital marketing, WeChat as the representative of the mobile Internet platform to attract a large number of users. Most of these users average monthly income is higher, has a very strong consumer potential. Relying on WeChat to the various institutions of WeChat public platform and "micro-business" is to adapt to the trend of the emerging individual."Yunnan Homeland" as an emerging network of enterprises to operate organic agricultural products for the main business, select the WeChat public platform-based sales channels to network community building to communicate, expand the audience, the use of ultra-low cost of micro-and people Amazing spread of communication as a way to promote their business to get more active fans. In this paper, the construction of the network community as the starting point, combined with sociological theory, to explore the sociological theory of network marketing communication in the practical application.This paper analyzes the situation of "Yunnan Homeland" by the environment analysis of the background of "Yunnan Homeland", and finds out the advantages and disadvantages in the social environment. And analyzes the existing users of "Yunnan Homeland", and analyzes the STP based on the corresponding platform management and construction. After the market segmentation, the target market is determined and the marketing positioning is done well. Finally, according to the target market, we use the social interpersonal effect and the homogeneity effect to put forward the marketing communication tactics such as opinion leader, interpersonal relationship and common activities, and analyze how to use these strategies to develop new marketing activities and products of marketing activities. The combination of these methods will explore new ways to communicate better with consumers and expect more attention, a more vibrant atmosphere, and more loyal consumers in micro-messaging platforms and communities. |
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