Analysis of Social Marketing Mode in the Era of We Media
Author:Jieying Huang, Dongbo Wang Author Unit: College of Vocational Education, South China Normal University, Foshan528200, Guangdong, Peoples Republic of China Department of information management and Engineering, Neusoft Institute Guangdong, Foshan 528225, Guangdong, Peoples Republic of China
Abstract：The platforms of We media, such as Wechat, microblog and others, are also social platforms. To some extent, We
media and community are inseparable. We media is also a platform for community gathering, and then become the
place of business. So the use of We media for social marketing is a ho¬t topic when online community gathering.
Therefore, based on the theory of strong weak relationship, AISAS consumer behavior rule and five modules of
community building, this paper explores the main operation mode and realization mode of community + We
media marketing in the era of We media, in order to find out the common marketing modes of community, such
as Third party vertical community marketing, enterprises build their own social networks and so on, as well as the
similarities and differences of the modes in gathering, structure, output, replication etc.. This paper puts forward
the seven steps of using We media for community marketing.
Keywords：AISAS law; We media; Social marketing
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