Research on The Marketing Model of Ancient Dolls in Ancient Western Regions Based on Wechat App

บทคัดย่อ

          With the advent of the mobile Internet era, more and more art enterprises, art institutions and artists have begun to use the wechat platform for marketing activities. Based on the theory of relationship marketing, this paper sorted out its constituent conditions, constituent elements, constitutive mechanism, marketing process and personality characteristics, and attempted to explore the optimization strategy of the relationship marketing model of art on the wechat platform by analyzing the operating status and defects of the relationship marketing model of art on the wechat platform. The emergence of wechat platform in the marketing focus, marketing drive and marketing methods for art relationship marketing mode has brought adjustment. Through research, it is found that the composition elements of the art relationship marketing mode on wechat platform include relationship, subject, product, platform and user, and its core is the development, development and maintenance of the relationship. The five elements are interrelated and influence each other to form a system with strong structure.It was concluded that The conclusion is that enterprises acquire users by focusing on individuals through wechat marketing matrix and financial media promotion. Under the user communication and training with content and brand tonality as the core, users' personalized perception of customized products and brand fit are formed, thus triggering word-of-mouth communication and user behaviors related to planning. Wechat marketing is an important marketing platform and tool in the new economic era. The huge user community and data information provide basic support for wechat marketing and provide important support for enterprises to win competition.