Research On WeChat Marketing Model Of Customized Products

In the third generation of consumption upgrade of Chinese consumers,consumers are constantly pursuing personalized,thus companies in various industries have launched private customized products.Meanwhile,original marketing model based on mass production has been impacted and subverted by customized product marketing model through technology.Academic community and business circles are giving increasing attention to customized product marketing,trying to figure out a formula regarding marketing model.In addition,as an emerging social media and public platform,WeChat has been favored by enterprises and consumers because of its diversified functions and one-to-one relationship.As a result,enterprises have solved the problem of customized product marketing through WeChat's instant messaging,content display,user portrait and other technologies,and would gradually form an effective marketing model.Based on existing theories and literature related to marketing model,WeChat marketing and customized products,this paper explore the WeChat marketing model of customized products through Strauss grounded theory research method.With grounded theory,by encoding typical enterprises of customized product WeChat marketing,this thesis has a profound analysis of how the customized product WeChat marketing composites and iterates,enriching existing WeChat marketing theory.This thesis nails down the research approach which involves three typical enterprises,namely Daxin Home,Mona Lisa and DR Diamond Ring that represents custom home decoration,custom wedding photography and custom diamond ring respectively.Among them,Daxin Home is a core case sample,Mona Lisa and DR Diamond Ring are verification samples.With priority given to first-hand information including in-depth interviews,on-site observations,internal data and enterprise WeChat data,data of typical cases is supplemented by second-hand information including related reports and documents.Beginning with WeChat marketing model of customized products' specific process and dynamic nature,based on the research paradigm of open coding,spindle code and selective coding of Strauss grounded theory,sample enterprise data is strictly coded in the qualitative research software ofNvivo 11.0.Through open coding,38 initial categories are formed by and summarized into 13 sub-categories.Through spindle code,five main categories are obtained,namely :Individual Gathering,Interaction Communication,I,Action and Basic.Besides,selective coding helps show the core category of this paper,that is the composition and iteration of WeChat marketing model.The research results show that for WeChat marketing model of customized products,the core is content and brand tonality and the result is brand matching and ordering.Through WeChat marketing matrix and media promotion,enterprises focus on individual acquisition users who would form personalized perception and brand engagement towards customized products through user communication and cultivation,thus leading them to do oral spreading and custom planning.In addition,the model is increasingly iterating as WeChat increases its functions and its users gain maturity.This thesis develops relevant theories of marketing model,supplements relevant researches on the marketing model of customized products and sheds lights on how custom enterprises should do their WeChat marketing.