Research On Sichuan Marketing Strategy Of M Company’s WeChat Business

The rapid development of the internet has influenced the change of business models and driven the transformation of enterprise.As a life-oriented mobile e-commerce model,the We Chat business has flourished by meeting the needs of the internet,social networking,and sharing economy,and becoming a new from of business under the sharing econmy.M Company is a high-tech enterpise integrating marketing and service,production,research and development,focusing on skin health management.When We Chat business was in a period of rapid development,M Company followed the trend by relying on its sensitive business sense.In 2016,it transformed from the traditional medicine sales model to the We Chat business by opening up a wechat business channel.After seven years of transformation and development,the national sales performance made rapid progress and the enterprise grew and developed rapidly.However,the Sichuan market did not utilize this opportunity,with unsatisfactory sales performance and slow development of their team.Thesis takes the We Chat business of tinea pedis and onychomycosis products as the research object by focusing on the Sichuan market and analyzing the external marketing environment of the Sichuan market with PEST,Porter’s five forces competition model and other tools.And the same time,the internal marketing environment is analyzed.The further study did by analyzing the current marketing situation of the Sichuan market with STP,7Ps,and other marketing theories.Conducted a more comprehensive,detailed,and objective analysis of the situation in Sichuan,find out the marketing problems existing in Sichuan market by combining internal and external interview analysis.Meanwhile,the purchasing behavior questionnaire survey of customers in the Sichuan is conducted to further verify the authenticity of the existing problems in Sichuan marketing strategy,It found that the less clarity in the targeted market for the products,the product structure is single,insufficiency of regional brands,product pricing is too high and lack of flexibility,failure in online communication,lack of effective promotion strategy,lack of professional for marketing personnel,poor service process,the physical evidence needs to be strengthened etc.are leading to low performance in the market.According to the existing marketing problems and reasons,Adjust STP strategy and put forward marketing mix optimization strategy and safeguard measures.Even though this study is conducted as an optimization suggestion for Sichuan market to help improve the marketing performance,but also useful for similar enterprises who use We Chat business in the country to develop their business.Also,it provides the reference of similar enterprises that can be useful to develop their business.