The Wechat-based Marketing Strategy Research

During more than 30 years since the implementation of the reform and opening up policy,China’s catering industry has experienced a rapid growth,but rapid development will inevitably bring about fierce competition.At present,the main themes in the exploration of China’s catering enterprises include updating the mode of operation,changing the marketing strategy,expanding the mass market,improving the equipment of the “software and hardware” in the industry and developing the new channels of catering marketing.In the Mobile Internet Era,the development of science and technology is so fast and changeable.Considering this,it has become an important and urgent subject that how the Chinese catering workers carry out enterprise’s mobile marketing under the historical background of new technology to raise their own marketing management level so as to dealing with the fierce market competition.Catering enterprises,by means of the WeChat marketing,not only can reduce the their operating costs,but also can avoid themselves from diametrically opposing to those traditional market giants.What is especially important for these catering enterprises in the fierce competition is to achieve the diversification of the product and services,adopting the strategy of combining online marketing and offline marketing;And catering enterprises have to elevate the WeChat marketing up to a strategic height,laying great stress on it,and correctly understand and employ the means of the WeChat operation in practical works,and as well as systematically learn how to correctly implement and promote the related works in the WeChat marketing,all of which has become a compulsory course for most catering enterprises.This paper focuses on catering enterprises,Analysis and study on the development situation,problems and strategies of these enterprises’ WeChat marketing,and then analyze and draw up the strategies of the WeChat marketing by taking the catering enterprise-“Old Country” as an example.There are altogether seven chapters.The first chapter is introduction,mainly introducing the research background,its significance and research methodology,etc.The second chapter is about relevant concepts and basic theories.The third chapter is to analyze the current situation and the characteristics of the WeChat marketing in the catering enterprises and to focus on analyzing the applicability and SWOT of the WeChat marketing in such enterprises.The fourth chapter will analyze the problems and influencing factors of developing WeChat marketing in the catering industry.The fifth chapter is going to make analysis of improving the WeChat marketing strategies in the catering industry,and finally by taking the enterprise-"Old Country" as a case,to draw up its WeChat marketing strategy and implementation program.