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4.5 Descriptive Analysis..20
Chapter Five Conclusion34
5.1 Research Results34
5.2 Countermeasures and Suggestions35
5.3 Research Limitations and Prospects. 37
References...38
Appendix.40
A Research on Factors of College Students’ Participation inWeChat Marketing--A case Study of Jiangsu Normal UniversityChapter One Introduction
1.1 Research BackgroundJanuary 21, 2011, Tencent company launched a test version of WeChat in theiPhone software for the first time. And it gradually perfected many functions of whichmeet the daily needs of instant communication, social, payment and so on. WeChat’smost friends come from QQ and address list. So there’s some connection andemotional basis among those friends. Its communication functions conclude sendingvoice messages, video and text. It also supports groups of communication, meetingthe requirements of communication among friends.There’s an old saying goes in marketing world, where there are people, there aremarkets. On the basis of WeChat’s numerous users, many companies or inpidualsare keenly aware that WeChat marketing will become an effective marketing tool. Bythis high-quality network marketing platform, they are taking the initiative andpositive action to promote brands and products. So far, WeChat marketing doesoccupy a certain market share. And the group of university students is an importantcustomer base of WeChat marketing. Therefore, empirical research on value ofWeChat marketing must be done.
1.2 Research Significance
1.2.1 Theoretical Significance From the marketing, in order that the products have the opportunity to occupythe market and have market vitality, they must meet all the needs of consumers. Asthe consumers, WeChat users’ behavior is directly related with the effect of marketing.If enterprises want to maximize WeChat marketing effect, it is necessary to analyzethe factors that influence WeChat users’ participation in WeChat marketing activitiesand to study the importance of these factors as well as the correlation between them.1.2.2 Practical SignificanceBefore WeChat marketing shows its value, this new media also needs toexperience a difficult period of practice. WeChat marketing is a user-oriented one toone marketing, but in addition to the collection of gender and region, the informationof user’s education and hobbies can’t be reacted. This makes it difficult for marketersto carry out the work of WeChat users’ precise analysis. The drawback of WeChatmarketing makes our targeted study of WeChat users’ awareness, recognition andparticipation degree more practical. The author has consulted the literature material ofsome factors that influence Wechat users’ participation in Wechat marketing. Thequestionnaire is designed according to the factors. It is hoped that it will havepractical help for enterprises or inpiduals to carry out more focused and targetedWeChat marketing.
1.3 Research StructureThis paper concludes five parts, based on qualitative analysis and the quantitativeanalysis.The first part is introduction, mainly focuses on research background, its significance and the research methods.The second part analyzes the domestic and foreign scholars’ research results inthe WeChat marketing, consumer behavior and consumer purchase behavior. Itintroduces WeChat marketing’s advantages and vitality. Some drawbacks in previousstudy and this paper’s orientation are also be introduced.In the third part, based on the previous studies of consumer behavior model andother materials, this paper puts forward the theoretical model. The three dimensionswhich are the WeChat marketing influential factors, attitudes and WeChat marketing’sparticipation degree, combined with demographic characteristics are the basis of theauthor’s study.In the fourth part, the questionnaire is designed on the basis of previous studies,then a large-scale survey is carried out. The result of the survey is analyzed by SPSS19.0 statistical software.The fifth part summarizes the results of the analysis, puts forward thecountermeasures and suggestions, and also puts forward the deficiencies andprospects of this study.