Research On The Marketing Strategies Of "Luo Ji Thinking" WeChat Official Account

About WeChat marketing,it had to refer to the very hot knowledge WeChat official account-"Luo Ji Thinking" in recently.Just a few years,by virtue of its characteristics of"voice + push related articles + pictures + Luo Zhenyu comment" mode,"Luo Ji Thinking" as a new force suddenly rises in large quantities of knowledge WeChat official accounts.It attracts a lot of users’ attention,so suddenly the researchs on its marketing strategies mushrooming constantly.This paper mainly studies the marketing strategy of "Luo Ji Thinking" WeChat official accounts from the perspective of consumer behavior intention.Five research methods are adopted:literature review,case analysis,interview,questionnaire survey,data statistics and analysis,in order to explore their marketing strategy and successful experience,also put forward suggestions for development.The first chapter introduces the research background and significance;the second chapter is the literature review;the third chapter,in-depth analysis of the status of WeChat marketing industry,the operations of WeChat official accounts,as well as the current operation strategy of "Luo Ji Thinking,"official account;the fourth chapter,the SWOT analysis,4C analysis,SURE analysis and profit mode discussion of the integrated marketing strategy of "Luo Ji Thinking" WeChat official accounts,and summarizes its operation characteristics;the fifth chapter,extract the influence factors of WeChat marketing of "Luo Ji Thinking" reading classes,construct the research model,put forward the hypothesis,and design the questionnaire;the sixth chapter,the statistical analysis of the original data of the questionnaire was carried out to obtain the conclusion of the market research,and proposes development suggestions;the seventh chapter,the evaluation of "Luo Ji Thinking" WeChat marketing strategy,then expatiates the research deficiency and future research prospects finally.This paper uses EXCEL and SPSS software,to obtain first-hand data by multi dimension and deep analysis,draw the conclusion of two aspects of 4C marketing theory and SURE marketing theory.On the one hand,research conclusions based on 4C marketing theory.First,consumer need,focus on:integrating resources and customizing personalized needs for users.Second,cost,focus on:"guess what you want" targeted recommendation services to increase customer viscosity.Third,convenience,focus on:providing communication convenience while guiding users to read in depth;on the column classification,to provide more convenient way of inquiry for the users.Fourth,communication,focus on:subdivision of WeChat group,which can achieve active and effective interaction.On the other hand,based on the conclusions of SURE marketing theory.First,word-of-mouth diffusion,focus on:the long-term development of "Luo Ji Thinking" should focus attention brand building.Second,relationship integration,focus on:motivate the user’s "master" consciousness to participate in editing the content.Third,the path marketing,focus on:marketing them on the user’s search path for the user’s search will.Fourth,precision marketing,focus on:increase original content,maintain the fans-relationship with customers.