The Effect Of Wechat Platform Using And Marketing Strategy Alignment On Firm Performance

The development of social media has made more and more people involved in the world of Internet,and with the maturity of QQ ?Blog,the new social media We Chat develops rapidly and becomes the main stream,hundreds of millions of users create new commercial opportunities,some firms take advantages of We Chat to promote the sales,but the blindly using can not always maximize the firm performance,further more,the researches about WeChat are still on the preliminary stage,some scholars only focus on introducing the We Chat function or on the individual willing level,fews concentrate on the firm level;about the marketing,some scholars concentrate on the ways of marketing or cases study,research about the alignment of We Chat platform and marketing is less and less.The research on the information technology and strategy alignment in foreign countries is relatively mature,but the specific information technology and the specific enterprise strategy alignment research is very few,the domestic strategic alignment research is only the introduction of foreign research,the related research is lacking,this article aims to enrich domestic strategy to match the field of research,to study the specific level of alignment.To inquire how We Chat influences the firm performance,the paper leads into Strategic Alignment Model and Resource Based theory,and analyzes how We Chat platform using and marketing strategy alignment affect firm performa nce through customer relationship management capability.In this paper,we collect 227 survey data to support my hypotheses and analyze the data by SPSS?Amos and Smart PLS,thus we conclude that We Chat platform using and marketing strategic alignment has positive effect on customer relationship management capability;customer relationship management capability has positive influence on firm performance;customer relationship management capability completely mediate the relationship between We Chat platform using and marketing strategic alignment and firm performance.After concluding the result,we propose that we w ill give practical proof to the companies which should take advantage of new technology technique to promote present customer,dig potential customer s,improve the customer relationship management capability thus improve firm performance.