The Present Situation and Strategy Analysis of WeChat Marketing

摘要

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.