The study of WeChat in international marketing

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Project Title: The study of WeChat in international marketing
Author: Ms. Yixuan Li
Advisor: Assoc. Prof. Dr. Jomphong Mongkhonvanit
Degree: Master of Business Administration
Major: International Master of Business Administration
Faculty: Graduate Schools
Academic year: 2017


Yixuan, Li. (2017). The study of WeChat in international marketing. (Master’s independent study). Bangkok: Siam University.


WeChat is a mobile text and voice messaging communication services developed by Tencent company. It first published in January 2011. It can send voice messages through the network fast by video, images and text and it supports for multiple people talk in mobile phone chat. It is one of the biggest independent messaging applications used by monthly active users. WeChat makes what can you do in the application unique by having a variety of functions, and allowing the user to interact with other users and sellers. WeChat has evolved into more than a messaging application to a full-service mobile business payment application. Users can connect their bank accounts to WeChat and to WeChat handsets and shop. WeChat is able to widen its international presence very quickly, thanks to multiple features and it is more or less inspired by its competitors. This makes the unavoidable comparison with the famous social network Facebook. WeChat is available in many countries such as Malaysia, the Philippines, Mexico, Singapore or even India. Tencent group saw itself particularly success in these countries. WeChat have solid position in the Chinese market, however, Tencent has been trying to expand overseas markets. In Asian markets in the past two years, a group of mobile chat application, including WeChat, Line and Kakao Talk is attacked the international market. They try to strive for more users and expand the brand influence. The literature review, data analysis and other methods were used for the study based on the marketing and strategy of  WeChat will be built for the marketing of  international market. The classic marketing theory and analysis tools are used for the study. the paper uses SWTO theory analysis in the current situation of international market of International social media application. This study analyzed the international market opportunities, market threats and industry strengths and weakness. In analysis of international marketing process of WeChat problems and solution methods, it provided reasonable and effective suggestions for international markets of WeChat. Experiences and references were also provided for other media companies who are interested in developing international markets.

Keywords:  WeChat, Development, International marketing, Tencent, social media application.

The study of WeChat in international marketing

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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