The Present Situation and Strategy Analysis of WeChat Marketing

DOI

10.2991/emcs-17.2017.80How to use a DOI?

Keywords

WeChat marketing; Network marketing; Marketing strategy; Enterprise marketing; Consumer behavior

Abstract

With the rapid development of China's economy, due to changes in the market competition and consumption mode, the enterprise marketing demand more and more prominent, WeChat marketing as a new type of network marketing, it has also become a hot topic for current research. WeChat marketing is a new marketing method, some enterprises in order to obtain good marketing effect, through WeChat to promote their products and services. A lot of companies like WeChat marketing, because WeChat marketing with instant messaging, low marketing costs, precise positioning of the user and other advantages. But we can not ignored that WeChat marketing in the stage of rapid development, there are still some shortcomings, such as lack of standardized, lack of marketing innovation, user information disclosure, restricted the marketing effectiveness. Based on the domestic and foreign scholars, this paper summarizes the development status of WeChat marketing, and puts forward the feasible strategy of WeChat marketing from the perspective of consumer behavior, which can provide reference for the WeChat marketing activities.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xingyue Yeweng
AU  - Ming Yan
PY  - 2017/03
DA  - 2017/03
TI  - The Present Situation and Strategy Analysis of WeChat Marketing
BT  - Proceedings of the 2017 7th International Conference on Education, Management, Computer and Society (EMCS 2017)
PB  - Atlantis Press
SP  - 408
EP  - 412
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcs-17.2017.80
DO  - 10.2991/emcs-17.2017.80
ID  - Yeweng2017/03
ER  -