Analysis of Wechat Marketing Model in The Context of Mobile Internet Era

Abstract

With the help of literature survey, this paper first collects data on the scale of mobile Internet users in China, the scale of mobile Internet shopping users, heralding a new era for mobile Internet. Meanwhile, data such as the frequency of WeChat usage and the number of monthly active WeChat users show that WeChat is a mobile social product most used by Chinese mobile Internet users. Then, the paper analyzes the traditional WeChat marketing models, including: the marketing model based on the People Nearby function, the marketing model based on the shake function, the marketing model based on the sweep function, etc. It pointed out the shortcomings of the traditional WeChat marketing model, such as the people nearby function have strong regional attributes, so it is only suitable for localized marketing; Shake function is not suitable to use in daily marketing activities; the circle of friends sharing marketing is disliked by many users; and the WeChat public number fans have low stickiness. Finally, the authors combine the functions and characteristics of each type of WeChat account and propose a WeChat marketing matrix model, so that the operation of each WeChat account can support and transform each other; at the same time, it propose optimization strategies for interactive marketing and content marketing, including focusing on cooperation and cultivation with opinion leaders, targeted planning of interactive content, stable release time and release content, etc., which provides more reference for enriching WeChat marketing model and enhancing fans' engagement.