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Internationaljournalofbusinessandsocialscience,2016,5（6）.

原文

TheResearchofWechatMarketingtoCustomers’BehaviorJAvery

Abstract

Theprogressofscienceandtechnologypromotethedevelopmentofthesociety.Withthecontinuousdevelopmentofinformationtechnology,humanbeingsusheredinaneweraofmobileInternetera.WiththeadventoftheeraofmobileInternet,smartphones,tablets,becomeanindispensabletoolinpeople'

slife.Allkindsofintelligentsoftwarewiththehelpofmobilephones,tabletsandotherterminalalsobecomemanyPeople'

sDaily"

partners"

.WeChatappearedtopullintothedistancebetweenpeople,notonlyofitsmanyexcellentfunctionwasfoundbyenterprises,theuse,moreandmorecompaniesspendalotofmoney,manpowerandmaterialresourcestoparticipateintheWeChatmarketing,tocommunicatewithconsumers,byWeChatinfluenceconsumerbehavior.

Keywords:

WeChatmarketing,consumerbehavior,andbuyingdecision1Introduction

WiththecomingoftheageoftheInternet,allkindsofapplicationsoftwarewiththehelpofmobilephones,tabletintopeople'

slives.Oneofthesoftwareisusingtencentplatformquicklyhasmanyusers,itisWeChat.WeChatappearedtopullintothedistancebetweenpeople,notonlyofitsmanyexcellentfunctionwasfoundbyenterprises,theuseof,thisraisesWeChatmarketingcraze.Inearly2013,WeChatonly300millionbreakthroughin2yearsthenumberofusers,developmentspeedgreatlyexceededthemicroblog.Attheendof2014,tencentWeChatglobalnumberofregisteredusershasexceeded600million,ofwhichmorethan440millionactiveusers.WeChatbecomezerosheepinthemobileinstantmessaging,thedownloadsandthenumberofusersintheworld,formedtheworld"

wheretheChinesehaveWeChat"

.Afteritslaunchoverseasversion,duetoitsexcellentfunctionalsoreceivedalotof

usersinthewest.TherapiddevelopmentofWeChatpullintothemilesofspacethat

intervenebetweenamanandatthesametime,alsowidenthespreadofinformationchannel,tospeedupthespreadofinformation,ingraduallychangedpeople'

sabilitytoobtaininformationandcommunication.

2Literaturereview

2.1WeChatmarketingtheory

2.1.1WeChatandWeChatmarketing

WeChat（WeChat）onJanuary21,2011,tencentcompanyislaunchingasupportS40,S60v3,S60v5,BlackBerry,WindowsPhone,AndroidandiPhoneinstantmessagingsoftware,throughtheintelligentmobileterminaltoprovidecustomerswithtextandimagesharing,photos,videosharing,Sharedlocation,andsupportgroupchatandvoice,andvideointercomfunction,broadcastnews（one-to-many）,informationcommunication,theInternetshopping,financialmanagement,gamesandotherservices,andalocationbasedsocialplugging"

shake"

"

bottle"

andSharedstreamingmediacontentofFeed,WeChatthroughmobilePhonenetworkortheInternettransmissioninformation,supportformultiplelanguages,aswellasavarietyofmobiledatanetwork,freeofcharge.WeChatafterlaunch,withtheaidoftencentthisbigtree,growsquicklyinthemobilephoneusers,arepopularwiththemassesofusers,theregistrationnumberhasbeensoaring,breakthrough300millioninJanuary2013,attheendof2014,600million.Thenumberofusersofitslargenumberofexcellentfunctions,formanyenterprisestoseethebroadmarket,mobileplatformbyusingthisplatformtopromotetheirbrands,productsofthecompany.SowhatexactlyisWeChatmarketing?

WeChatmarketingisbasedonWeChatplatform,throughthisplatformtofocusontheuserpromotionenterprisebrandandproductofakindofmodernmarketingmode.ThisresearchinstituteWeChatmarketingmainlyreferstotheenterprisethroughWeChatpublicnumbertoitsfocusontheuserpushrelatedtoenterprisebrandorproductorothermarketinginformation.WeChatprovideenterpriseswithavarietyofwaystodomarketing,enterprisesandpublicWeChatID.InAugust2014,tencentcompanytothepublic,isdividedintotwokinds:

subscriptionandservices.

Service,comparedtosubscribeto,themorepreciseinteraction,subscription,

interactioncanonlybeWeChatusermanualinput,voicesendsamessagetocompanies,andinadditiontothesubscriptionservice,interaction,waybeyond,alsoprovidesuserswithalreadydefinedmessagestotheuser,convenientforuserstosend,usersonlyneedtoclick,enterprisehasbeendefinedforthisgoodnewstothedefiniteanswer.

2.1.2WeChatmarketingroleanddevelopmenttrend

Firstofall,intheenterprisebusinesspromotionactivities,comparedtothepreviouswalladvertising,distributionofbrochuresandothertraditionalmodeofpropaganda.WeChatmarketinghasuniqueadvantages,itcanreal-timeconnectionconsumergroupsindifferentregions.Th