| WeChat public number has hit the 10 million markless than 4 years since August 23,2012 online.It is equivalent to open about 8000WeChat public number every day.And it is still showing a trend of increasing. Throughout the development of WeChat public number forthe more than three years time, we can said that it developed fast very much.According to the content of classifying WeChat public number been opened, the top three are occupied by electricity providers, finance and catering.In which electricity supplier class WeChat public accounts accounted for 26.60%, ranking first.So many e-commerce enterprises open WeChat public numberbecause of itssuperior marketing communication value.With thedevelopment of Internettechnology,e-commerce industry has been flourishing in recent years.EspeciallyWeChat public numberfor B2C e-commerce,itapplied WeChat public number on marketing communication for the earlier attempts, and thus obtain a certain benefits. However,only a few B2C e-commerce enterprises can be able to use it as a marketing tool to benefit for the enterprise.Most of them can’t apply WeChat public number fullyjust staying in with WeChat public.They has not found their own marketing communications strategy suitable for this particular platform.The article will analyze B2C e-commerce application of WeChat public number for the status quo of marketing communications from the current development of WeChat public number, combining marketingcommunication advantagesofWeChat public number.It will take "Huaqing yi" brand WeChat public number as example, find and sumup the problems.To solve these problems, select the official WeChat public number of 2015 B2C online retail market share in the first three Tmall, Jingdong, Suning Tesco as samples.Then do them a series of analysis and reference in attempt to draw some effective communication strategy forapplication aboutWeChat publicnumber,and provide certain reference for the development of B2C e-commerce enterprises. |
PDF Full Text Request