Research On Improving Y’s New Media Marketing Strategy

On January 21,2011,the brand-new product WeChat came out.Its rapid rise set off a widespread marketing craze in the field of mobile internet and started a new fashion in the era of new media.WeChat business became the pronoun of a special group overnight.Despite the mixed reaction from all sectors of society,it is undeniable that WeChat has transformed people’s way of life and habits,and the established marketing models as well.WeChat has not only initiated a thorough revolution in marketing,but made a necessary tool for many enterprises to survive and grow in the era of new media.Today,WeChat is no longer a simple interactive system that changed people’s way of life and isn’t a tool for online chatting only.Instead,it has become a banner of mobile internet.Especially after WeChat official accounts were launched,a number of large enterprises flooded to join the WeChat official platform.Just a few years later,businesses from big international brands to SMEs all have their own WeChat official accounts.What WeChat has established is a new communication platform and a new environment for business marketing.Comparing wechat with traditional marketing model,the advantage is that it provides a more humane experience for users,uplifts the core value of products,brands and enterprises,reforms the model of business marketing,and truly achieves the round-the-clock marketing concept whenever and wherever possible.In this paper,Y is studied as a representative of e-commerce businesses.First,the concepts and connotations of new media,new media marketing,WeChat and WeChat marketing are deeply discussed by use of the SWOT method.Second,the current marketing system of the company is analyzed to locate the problems existing in its operations,and the WeChat marketing situation of the company and the problems and causes are also analyzed in detail.Third,feasible suggestions are proposed to improve its operation so that the company’s practical problems will be solved and therefore its business performance will be increased,while some new thinking and references will be brought to the other e-commerce businesses.