Model Design and Countermeasure Analysis of Social CRM Systems Based on China's Social Media WeChat

In China, customers are losing their interest in advertisements on TV, newspaper or even Internet and getting used to commenting on products or services of companies in social media like WeChat, or Weibo. Due to these revolutions of customers' information consumption habit, the effect on customers of traditional marketing and CRM is also deceasing. After Tencent put forward a new public platform on WeChat, companies' social marketing activities on WeChat has attracted a lot of attentions, like Starbucks, Intel. Besides, many companies use dimensional codes of WeChat in advertisements to mining customers. However, although social media is developing very fast in China, the theory research on social media is dropping behind. Using the theory of Social CRM, the research tries to analyse the present development and problems in WeChat. Based on the results, the researcher would propose the suitable model and strategies to develop social CRM on WeChat. We develop a model of social CRM systems on WeChat consisting of eight main layers: strategy layer, customer-to-customer layer, interaction layer, customer experience layer, operational CRM channels layer, people & ecosystem layer, big data processes layer and social listening layer.