Research On Marketing Strategies Of The Loyalty Of Wechat Customers From Si Wei Badminton Club

As badminton being a mass sport with great participation,badminton clubs have been developed rapidly all over the country and its developing mode has basically come into formation.In internet era,Wechat is attached with the character of marketing due to its high interactivity,high exposure,the advantages of the large user base.It’s crucial for the development of badminton clubs to break through the bottleneck of traditional marketing mode,give a full play to the regular customers and improve the Wechat customers’ loyalty.Meanwhile,badminton clubs are faced with new challenges and opportunities.In this thesis,the literature analysis,questionnaire survey,logical analysis and mathematical statistics have been applied by the author to make research on the Shenyang Siwei Badminton Club.It lays the theoretical foundation and designs questionnaires through literature analysis,tries to analyzs and conclude Wechat customers’ loyalty in the aspects of repetitive interview,second-time purchasing,interviewing time and frequency,sharing with others,giving thumbs up and forwarding,commenting and replying and the toleration of competitors.The above researches reveal that customers mainly browse information about badminton skills,courts and badminton events during 18:00 to 20:00 with the frequency of once a week,special offers and promotions can lead to recommendation behavior,forwarding is mainly achieved by Wechat circle of friends and Wechat group sharing,most customers would like to buy,give thumbs up and forward for the promotions,and the toleration for competitors is poor.The marketing strategies are brought forward from the analysis on the statistics of customers’ loyalty.It comes to the following marketing strategies(1)Choice of Wechat public platform.Choosing service account as public platform;(2)Choice of targeted people in Wechat marketing.People with regular salary aged from 24 to 50;(3)Planning strategies of content of Wechat official accounts.Information push centering on the the course adjustment,skill guidance and members’ evaluation;enriching titles and content,and improving promotion;strengthening the efforts on publicity of promotions and improving customers’ loyalty;(4)Strategies of the setting of WEchat function bar of public accounts.Setting the functions of self-defining reply,brief introduction of stadiums,member center and events information in public platforms;(5)Strategies of the time and frequency of pushing Wechat content.Sending messages at 18:00-20:00;once a week;accurate division for messages.