China Southern Airlines Company WeChat Marketing Effect Evaluation Research

With the continuous development of Internet,4 g communication technology,information technology,the focus gradually shift to mobile devices,WeChat is popular nowadays information technology products,WeChat marketing is the new content of mobile Internet marketing in electronic commerce,taken seriously by more and more enterprises,but the real success using WeChat marketing enterprise is not much,reasonable choose WeChat marketing model is the key of the enterprise for WeChat marketing.Based on the China southern airlines WeChat public platform for the object,in theory connotation and innovation WeChat marketing approaches,in practice,in view of the "southern" effect evaluation on the existing WeChat marketing model,and according to the result of performance evaluation for China southern WeChat existing marketing model more effective Suggestions for improvement are put forward.First of all,the thesis WeChat,WeChat public platform operation and WeChat marketing three aspects to retrieve the existing research literature,summarized the former research content,as well as the existing WeChat public platform related aspects of the theoretical research,for later operation present situation analysis and research to lay a good foundation as well as the rationalization proposal is put forward.Then,this article through to the outstanding case of the "China southern airlines" WeChat public platform strategy analysis research,through the "users","customer care",and "take the customer as the center" one-stop WeChat service system,"WeChat platform linkage offline activities,characteristic service" etc.To analyze the existing pattern of China southern WeChat marketing.Combined with the questionnaire survey form,such as its WeChat marketing model is the implementation of effective performance evaluation,according to the evaluation results,combined with the present situation of the China southern airlines,put forward "improve the consumers' impression","raise consumer awareness","enhance heat consumers search for","encourage consumers to consulting enterprise information","encourage consumers to use social tools to share" and other relevant measures.The main innovation in this paper,different from the domestic and foreign similar research,is the "southern" WeChat marketing model of performance evaluation.According to consumer behavior at the AISAS model,establish first-level indicators,according to the literature,case and WeChat function to establish a secondary indexes,thus forming WeChat marketing model effect evaluation index system,index system and use the factor analysis method to make correlation test,using sequence relations act to determine the index weight,USES the fuzzy comprehensive evaluation method to evaluate model,through the survey to collect data,a specific objective evaluation results are obtained.And the relative part is yet to be strengthened is put forward rationalization suggestion,hope to provide experience for the same industry enterprises and related industries.