Research on WeChat Marketing Strategy

Take Amway Company as an Example

DOI

10.2991/assehr.k.210121.125How to use a DOI?

Keywords

Marketing strategy, WeChat marketing, Amway

Abstract

The comprehensive arrival of the “Internet +” era has brought an impact on the development of all walks of life. In view of the current economic situation, network economy has become the mainstream economic development mode. Under this background, people’s life and work forms have undergone tremendous changes. WeChat launched by Tencent in 2011 brings great convenience to people’s life, while WeChat marketing is an online marketing mode emerging with the popularity of WeChat. Enterprises can make use of WeChat for product promotion and marketing, so as to improve the popularity and exposure of enterprises, seize market share and improve economic benefits. Health care products industry, which began to reach its peak in the mid-1990s, is recognized as one of the fastest growing industries in the world. It is also the “gold industry” and “hope industry”. Amway Company manufactures a wide range of products, including health and nutrition foods, beauty cosmetics, personal care products, home care products, and home durables. This article mainly takes Amway Company as an example to study its WeChat marketing strategy and put forward relevant suggestions.

Copyright

© 2021, 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  - Shu Yang
PY  - 2021
DA  - 2021/01/23
TI  - Research on WeChat Marketing Strategy
BT  - Proceedings of the 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020)
PB  - Atlantis Press
SP  - 624
EP  - 629
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210121.125
DO  - 10.2991/assehr.k.210121.125
ID  - Yang2021
ER  -