Research On The Wechat Marketing Strategy Of Ji'nan Tianyuan Company's Rose Oil Product

WeChat marketing is gradually penetrating into our daily life,which contains tremendous business opportunities.By the end of the first quarter of 2015,WeChat's monthly active users have exceeded 549 million,covering more than 200 countries,with the total number of WeChat public accounts reached 8 million,the number of mobile applications docking reached more than 85000,and WeChat paid users reached 400 million.With powerful usage amount,WeChat brought tremendous potential opportunities for its marketing.Ji'nan Tianyuan company has 20 years of experience in the production of Rose products enterprises,and was named Shandong province' famous trademark.The company is located in Pingyin County,which was named "Chinese rose town".How to establish a scientific marketing strategy of WeChat for such a rose production enterprise,and how WeChat can meet the challenges of marketing the rose essential oil products through the Wechat platform to customers and expand the brand influence to achieve sales growth,are the focus of this paper.Firstly,this paper introduced the Ji'nan Tianyuan company rose essential oil,the company's present WeChat internal marketing environment factors,including enterprise resource,positioning,competitiveness,rose essential oil products situation.Secondly,this paper also compared the enterprise with the country's main competitors,AFU oil,absorbed its strength,and analysed the WeChat Marketing City Field through a survey created by using WeChat platform.Last but not least,this paper summarised the market judgment and market research,found the main problems,and then put forward to improve the micro channel marketing strategy.I hope this thesis can help Jinan Tianyuan company rose essential oil's future market development,promote enterprise development and progress,and provide a reference for the same industry's micro channel marketing.