Research On Improving The WeChat Community Marketing Strategy Of GM Company

With the advent of the mobile Internet era,the cost of acquiring customers through public channels is increasing.Community marketing has become an important tool for enterprises to operate private traffic.We Chat is currently the most popular instant messaging social software.It has a huge user base and high activity,and has become an important channel for people’s daily social interaction and information acquisition.Functions such as Moments,Official Accounts and Video Accounts on We Chat enable enterprises to attract target users by publishing information in various forms such as QR codes,text,pictures and short videos,establish interaction between enterprises and users,and realize low-cost private traffic operation.Although foreign scholars currently conduct little research on We Chat community marketing,domestic scholars’ research on We Chat community marketing is gradually increasing.The potential value of We Chat community marketing to enterprises is being gradually recognized and valued by enterprises and scholars.In the future,research on We Chat community marketing will generate greater academic and social value in enterprise marketing management and operation management.This article studies the community marketing of GM Company based on Tang Xing Tong’s "New 4C Rule" and Philip Kotler’s famous "5A Customer Behavior Path" theory.The four elements of the "New 4C Rule" refer to Context,Community,Content,and Connection.The five stages of the "5A Customer Behavior Path" refer to Aware,Appeal,Ask,Act,and Advocate.Both theories shift the focus of marketing from products,prices,channels,and promotions to customers,emphasizing their needs and experiences.Compared to the high cost of marketing through public domain traffic,community marketing targeting private domain traffic has cost advantages.The author of the article briefly introduces GM from four aspects: development history,market situation,sales structure,and competitors,and then sorts out the current situation of GM’s community marketing in four aspects: context selection,community building,content delivery,and connection interaction,based on the "New 4C Rule".The author finds that GM relies mainly on group push for context marketing,and there are phenomena such as slowing growth of community members,complex demands of community members,and poor push content and interaction effects in its community marketing.After sorting out GM’s current situation and combining it with corresponding data analysis,the author identifies several problems in GM’s community marketing: poor marketing effect in scene selection,lack of positioning in community building and decreased consumer stickiness,unattractive content delivery,and decreased interaction effects in connection.To address these problems,the author conducts a questionnaire survey of community members in the four aspects of scene,community,content,and connection,and analyzes the causes of the problems based on the survey results.The analysis shows that the unreasonable frequency of push notifications and the mismatch between the push time and the active time of community members are the reasons for the poor marketing effect in scene selection.The lack of effective screening and differentiation in the channel for community members to join the community leads to the lack of positioning in community building,and the diversity of factors such as product brand,opinions of group members,and product experience leads to decreased consumer stickiness.The difference between the push content and what the community members want to know leads to unattractive content delivery.The lack of diverse interaction forms in GM’s community cannot meet the community members’ requirements for various forms of interaction,leading to decreased interaction effects in GM’s community connection.Based on the research results of the current situation,problems,and reasons of GM’s marketing in the previous text,the author proposed the following optimization suggestions for community marketing strategies based on the "new 4C rule" marketing theory: Establish community marketing scenes guided by customer needs,establish communities for different target customer groups,push content that meets the needs of customer groups,and establish diversified connection and interaction methods.For community marketing plans,the author proposed optimization in five aspects according to the "5A customer behavior path" theory’s five stages: strengthening brand awareness,clarifying user attraction points,improving customer service quality,enhancing effective customer interaction,and focusing on user retention.These aspects are all crucial,and companies can adjust and strengthen these aspects appropriately based on their situation to improve the effectiveness of community marketing.Regarding community marketing management,the author proposed four suggestions based on the four stages in the "5A customer behavior path" theory:continuously increasing attractiveness,stimulating curiosity,prompting customer purchases,and enhancing affinity.These suggestions can help companies better manage community marketing,promote consumer participation and purchases.As a new type of marketing method,community marketing can help companies establish better connections with customers and improve customer loyalty.By optimizing community marketing strategies,companies can better meet customer needs,improve customer satisfaction,and promote sales growth.The article aims to provide ideas and references for retail companies’ community marketing strategies,community marketing plans,and community marketing management to help companies further reduce marketing costs while providing customers with quality services,improve marketing efficiency and conversion,and promote consumption-led economic growth.