| With the development of 3G and 4G technology used in mobile communication,smart mobile phone has become an indispensable tool in people's everyday life.As a convenient mobile chat software,WeChat has quickly occupied Chinese market.The WeChat public platform,based on the WeChat App,created a brand-new business mode and opportunities for the enterprises to do all-around conducts propaganda by providing an interactive media,after connecting the groups of enterprises and individuals,among them via text,photos,voice messages,image-text and other methods.Up to now,the WeChat public platform attracted more and more enterprises on its platform with its distinct and unique advantages in diversified marketing modes,great amount of users,high efficiency of information spreading,acquaintances recommendation,minority favorites and LBS precision marketing.JNtaishan 1532 company,an affiliated company of Jinan Tobacco Co.,Ltd.,engages in retailing of medium and top grade gift of tobacco and wine,and tea;its WeChat public platform was officially online in March,2015 for brand promotion and commodity sales.In the operation of WeChat public platform,the JNtaishan1532 suffered many setbacks because lack of operation experience.Taking JNtaishan1532WeChat public platform as subject,the essay,with reference to academic theories andrelated research in the field,explored the effective combinations of WeChat publicplatform and brand marketing to optimize the operation of JNtaishan1532 WeChatpublic platform to solve the current problems,to enhance the capacity of the platform inpropagation,marketing and profitability.The key research methods in the essay were document analysis method,thecomparative analysis method,the case analysis method and participatory observational method.By Googling and checking the related theories and literatures and comparing with the operation mode of JNtaishan1532 WeChat public platform,the writer,with reference to his personal experience in using the platform,explored the best operation method by constant reflection and observation of the platform to find problems and solve problems.Through the analysis of operation mode of typical enterprises in WeChat platform,such as Starbucks China,Shop No.1,Olay,this essay summed up the conditions should be had and problems need to avoid when establish a mature WeChat platform.At the same time,by using the SWOT theory to analysis the strength,weakness,opportunities and threats of Jinan Taishan 1532 company WeChat public platform,finally,this essay determined the optimization program.The objective of the optimization program is to improve customer experience,create high-quality communication content,develop new customers,establish good customer relationship and convert users to new customers.And the key point of the optimization program is target population,high-quality content,user requirements and professional team.In addition,this essay put forward the evaluating indicator of the public platform,including the information arrival rate,information reading rate,user participationrate,user compound growth rate and user conversion rate.On this foundation,this essay design the menu settings,spread information,marketing and mini program of Jinan Taishan 1532 WeChat company public platform.What's more,the writer also put forward the implementation strategies of the proposed operation method by building operation teams,optimizing the WeChat contents with diversified marketing modes.The continuous improvement of the platform will be made after constant effect appraisal of the platform.The innovation of the essay lied in the a package of proposal for the platform in objective,key points,content,effective appraisal and implementation strategies with theoretical analysis in combination of broadcasting and marketing in a case study of a concrete WeChat public platform in micro perspective,a more comprehensive and significant research result than other macro studies in WeChat propagation or marketing. |
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