Research on the success factors of WeChat in China

Citation

Liu, Cheng. (2020). Research on the success factors of WeChat in China. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

Since China’s full functional connectivity to the internet in the 1990s, the Internet is developing rapidly and has penetrated in every corner of economic society. This brings attack to almost all industries and at the same time, brings new development opportunities and huge development space. Under this trend, social media emerged and bloomed, which changed the traditional way of information transmission and instantaneous propagation of massive information came true. Traditional marketing cannot meet the ever-changing consumer demand and market demand, become the first to bear the brunt, and has to change or reorganize. Thus a new form of marketing, social media marketing, derived and become a new kind of enterprise marketing tool. Meanwhile, the explosive growth of information also influences consumers’ consumption concept and purchasing behavior subtly. People tend to get consumer advice from friends, which promotes the development of social media marketing further. With the mega trend of mobile internet, instant communication will increasingly become an indispensable part of people’s lives. WeChat has replaced phone calls and text messages as a way of connecting and feeling and WeChat has become a new one. The way of life is not to get a phone number with others but to get a WeChat account. WeChat can provide us with convenience in all aspects. WeChat’s monthly activity index reached 1.15 billion users in 2020.

I hope that through literature analysis spot-check questionnaire surveys and an in-depth understanding of WeChat software we can analyze the reasons for the success of WeChat so that everyone is using WeChat, whether it is a requirement for interpersonal communication or convenient application and commercial value.

Keywords:   WeChat software,   Reason for success,   Mobile social platform.

Research on the success factors of WeChat in China

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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