THE MARKETING STRATEGY OF JEWELRY BRAND'S WECHAT PUBLIC ACCOUNT UNDER THE INFLUENCE OF EPIDEMIC — BASED ON THE ANALYSIS OF WECHAT COMMUNICATION INDEX WCI

Abstract

Affected by the COVID-19 epidemic, many offline jewelry stores are facing a consumption downturn. Some jewelry brands continue to make great efforts in the e-commerce market, using diversified Internet marketing strategies to enhance consumers 'desire to buy, eliminate users' consumption fatigue, and explore new online development opportunities. Therefore, wechat public account has become a brand promotion, adhesion to fans, new product release, and even sales channels. By analyzing the three jewelry e-commerce marketing modes of wechat, we discuss its operation mode, characteristics, advantages and disadvantages and applicable groups. Combined with the WCI index of Qingbo platform, the case study method, content analysis method, comparison method and other methods are used to put forward effective wechat marketing strategies.