Design Of Wechat Small Program Marketing Platform For Xiangfeng Yunxiu

At present,the development speed of the mobile Internet has far exceeded the development speed of the PC Internet.Under the original basic service form,all walks of life are actively transforming to rely on mobile applications to provide a new service direction for the society.In recent years,with the rapid growth of WeChat users,WeChat has become the most mature and most used social application software.The official WeChat Mini Program developed by it adheres to the concepts of new marketing,new retail,and new social networking.As a replacement for light-weight apps,it has helped many traditional enterprises complete online and offline transformation.However,under the general trend of the transformation and development of traditional enterprises,most of the traditional Hunan embroidery industry has not adjusted its positioning according to the objective market.It still adopts the old,single,traditional,flat and passive approach to brand communication and marketing methods.In terms of spreading Hunan embroidery culture,it has not played a good role in promoting and demonstrating;in terms of brand product marketing,it has not found a good way to reach customers online,gradually opening up the distance between Hunan embroidery and the times and the world.How to use WeChat social resources to explore an innovative Hunan embroidery product marketing and promotion platform,find the root of survival for traditional Xiang embroidery enterprises,and find a suitable way to spread and promote Hunan embroidery culture,has become the focus of this article.The subject of this article comes from the actual project hosted by the author during his internship at Hunan Embroidery R & D Center of Hunan Normal University.The thesis focuses on the characteristics and development trends of the WeChat Mini Program marketing platform,and analyzes the advantages and disadvantages of the information architecture,core marketing functions,interface layout,and visual design of the competitive brand platform in the early stage;basedon this,Internet surveys and questionnaires are used.In the form of in-depth interviews with users,we researched the users of the Hunan embroidery industry and explored the design strategy of the WeChat Mini Program marketing platform of the Xiang embroidery brand.The page information architecture,functions,and layout of the Xiangfeng Yunxiu brand WeChat mini-program marketing platform are designed according to user needs and design strategies.It also conducts usability testing and launch of the first design draft,and displays offline store and online initial operation results.The author hopes that the design research report of the WeChat mini-program marketing platform for Hunan embroidery products will provide design reference and innovation for the future of innovative embroidery brand communication modes in Hunan embroidery industry,to realize the integration of cultural communication,brand promotion and product marketing.