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1、ᦻ᤺⌕⃩├ ᐸ"#$᪆TheBasicModeandValueAnalysisofTheEnterprisesWechatMarketingAbstractWiththerapiddevelopmentofmobileInternettechnology,Wechatcameintothepublichorizonearlyin2011.Afterashortperiodoffouryears‘development,Wechathasnotonlybecomethefirstchoiceo
2、fthecommunicationapplication,butalsoanewbattleofmediamarketingthatfollowsTwitterbattle.Therefore,manyenterprisescasttheireyesoverWechat.Asa"one-to-one"socialcommunicationapplication,ithasthesocialcommunicationnatureaswellasthecharacteristicsoftimelyspreadi
3、ng,accuratedelivery,viralspreadandsoon,whichshowsthemarketingvaluegradually.Asthereareonlyafewtypicalcasesofthemarketing,manycompaniesdon‘tknowwhichisreallysuitedtotheirmarketingstrategies.Now,onlyafewresearchesonWechathavebeencarriedoutinChina.Thecontents
4、arealsotooscattered,withoutspecificsystematicanalysisofthemarketingstrategies.Thisarticleisdividedintothreeparts.ThefirstpartisanoverviewofWechat,theintroductionofthedefinition,andcausesofappearance,sothebasicunderstandingisamust.Thesecondpartfocusesonthec
5、lassificationandtheusersofWechat.Onlythroughthisunderstanding,canweselectcorrespondingmarketingmodes.Thelastpartislastbutnottheleast.Firstly,itrevealsthemarketingvalueofWechat.Thenwithdifferentfunctionsonthemarketingapplication,wesubdivideitandhavefurtherr
6、esearchesintodifferentmarketingmodels.Wealsoputforwardthemarketingflawsandproblemsthatneedmuchattention.Thispaperisbasedonthequestionnaireandsupplementedbybriefcaseanalysisdescribingthebasicpatterns.ItalsosummarizedfiveWechatmarketingmodesofenterprises.For
7、theenterprises’marketing,thearticleisofgreatvalueandsignificance.Keywords：Wechat■’Marketingmode■’Precisionmarketing■’F2FmarketingWrittenby:ZhangLeiSupervisedby：WangJunyuaniidm..............................................................................
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