Research-on-Strategy-of-Model-Innovation-of-WeChat

ResearchonStrategyofModelInnovationofWeChatMarketingPingZhangCollegeofMobileTelecommunications,ChongqingUniversityofPostsandTelecom,Chongqing401520,[e-mail]:WeChat,marketing,modelinnovation,Strategy.Abstract.Networkdevelopsrapidlytheseyearsalongwiththecontinuousdevelopmentofnetworktechnologyrevolution.ThenetworknascentproductWeChatrisestofamequicklyincyberspace,andbusinessesdiscoveranewwayofmarketingintheinternettideplayer-Wechatmarketing.Wechatmarketingisanintegrationproductoftoday'srapidlydevelopingmarketeconomyandnetworkeconomic;itisanimportantresearchtopicintoday'sdisciplinesofeconomics,managementscience,etc.Basedonthis,thispaperonthefoundationofanalyzingthebasicconnotationandcharacteristicsofWechatmarketingfocusesonanalysisoftheWechatmarketing’sinnovationmodel,inordertoenlightentherelevantpersonnel.IntroductionWechatmarketingisanintegrationproductoftoday'srapidlydevelopingmarketeconomyandnetworkeconomic,andisanimportantresearchtopicintoday'sdisciplinesofeconomics,managementscience,etc.WeChatisonthenetwork,thereisnodistancelimitationbetweenbusinesssellersandconsumers,oncetheusersregisterWeChat,canformlinkswithotherusers.Throughthisconnection,consumerscanhavetimelyaccesstobusinessproducts’information;alsocantimelycommunicatefeedbackqualityofrelevantproducts,after-salesserviceandotherissuestomanagementsellers.Withtherapiddevelopmentofe-commerce,Wechatmarketingtodayhasgraduallybecomethemostimportantpartofe-commerce,operationalsellersthroughprovidingproductinformationneededbyconsumers,intheprocessofpromotingtheirproducts,alsolearnthemarketandtheconsumers’needs,thenrealizethepointtopointservicebetweenoperationalsellersandconsumers[1].Therefore,theanalysisofWechatmarketingmodelalsohasveryimportantsignificance.Today,therapiddevelopmentofthenetwork,alongwiththecontinuousdevelopmentofnetworktechnologyrevolution,networknascentproductWeChatrisetofamequicklyincyberspace.Merchantsareseeingthispoint,toseizebusinessopportunities,discoveranewwayofmarketinginthisinternettideplayer-Wechatmarketing.ConnotationDefinitionandCharacteristicsofWechatmarketing1)Definitionofnetworkmarketing.Networkmarketingisthebusinessactivitybasedonmodernmarketingtheory,throughthenetwork,communicationsanddigitalmediatechnologytoachievemarketingobjectives,iscontributedbythescientificandtechnologicalprogress,changesincustomervalue,marketcompetitionandothercombinationfactors,istheinevitableproductoftheinformationsociety[2].Therearebroadandnarrownetworkmarketinginaccordancewithitsimplementation,thebroadNetworkmarketingreferstoenterpriseuseallcomputernetworks(includingIntranet,EDIandInternet)tocarryoutmarketingactivities.Thenarrownetworkmarketingspecificallyreferstointernetmarketing(Internet,theworld'slargestcomputernetworksystem).meansthewholeprocessoftheorganizationsorindividualsbaseontheconvenientinternettomakeaseriesofbusinessactivitiesforproducts,services,soastoachievetomeettheneedsoforganizationorindividual,networkmarketingisanintegralpartoftheiroverallmarketingstrategy,isamarketingtoolbuiltonthebasisofinternetviatheinternet’scharacteristicstoachievecertainmarketingobjectives[3].JointInternationalMechanical,ElectronicandInformationTechnologyConference(JIMET2015)©2015.Theauthors-PublishedbyAtlantisPress4742)DefinitionofWechatmarketing.Currently,thereisnotacompleteandunifieddefinitiononWechatmarketingmodel.Andintodayofmarketingdiversedevelopment,throughWeChatnetworkformarketinghasgraduallybecomeanewmarketingmodel.Andmicro-blogmarketinghasthesamepurposewithWechatmarketing,isgenerallyknown[4].TheCEOofNITCwebmarketingservicecenter,LIAOHongfasaid:micro-blogmarketinginfluenceisworth,isinsightful,isinterpersonal——firstlearnmarketingtheinfluenceourselves,productmarketingcanbemoreeffective.ThispaperarguesthatWechatmarketingandmicro-blogmarketingareboththroughthenetworkplatformusingvariousresourcestoundertakeaseriesofmarketingactivities,throughtheembeddedadvertisingstyleofproduct,thosewhohavepurchasedfeedbacksoastoachievethebrandingpublicityofthesellingproducts,aswellasthroughthenetworktobuildanewcustomerserviceplatform.Wechatmarketingismainlyreflectedinthroughmobileclientsinstalledinthemobilephoneortabletwithandroidsystem,applesystem,windowsphone8.1systemtocarryoutareatargetedmarketing,businessmanthroughWeChatpublicplatformtoshowmicroofficialwebsite,micromembership,micropush,micro-payment,microactivity,microCRM,microstatistic,microstock,microcommission,microreminder,therehasbeenformedamainstreamonlineunderlineWeChatinteractivemarketing.3)CharacteristicsofWechatmarketing.Wechatmarketingisanewanduniquee-commercemarketing,thebreadthofitsinformationnetwork,theshortcutofinformationdissemination,three-dimensionofproductpromotion,interpersonalinteraction,etc.,allhavetheirownuniquecharacteristics[5][6].(1)Theextensionofinformationnetwork.BecauseWeChatregistrationprocessisverysimple,eitherrealname,oryoucanalsosetupanetworknicknamewithproductfeatures,productinformationpassthroughmutualconcernbetweentheWeChatfriendscircle,andtheimpactisver