The Impact of WeChat Ecosystem on Sales Process in Standard Chartered China
Chen, Baibing (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120231532
https://urn.fi/URN:NBN:fi:amk-2025120231532
Tiivistelmä
Businesses increasingly rely on technologies to drive revenue in recent years. In the wake of pandemic, more business activities are executed online. The relationships between digital ecosystems, a combination of digital tools, and business operations have been widely discussed. This thesis seeks to identify the impact of WeChat ecosystem on sales process in Standard Chartered China, specifically on prospecting and engagement, analyse the challenges and limitations, provide recommendations to improve sales performance in the bleak economic background.
To pursue the objectives, semi-structured interviews with the sales team in the case company are conducted. Based on the literature resource, qualitative data collected from the interviewees are analysed thematically, generating practical perspectives regarding the research questions and actionable improvement proposals.
This research discovers that WeChat ecosystem has both positive and negative effects on the sales process. It digitalises the prospecting and socialises the customer engagement. The convenience and efficiency of the platform simplify the sales process. The informal nature of WeChat ecosystem brings challenges of message overload, manual customer management, data security. Limited brand exposure create difficulty on the sales job. The study proposes organizational support for the sales team and incorporation of paid promotion, content marketing, professional communication platform.
This thesis gives insights on how to balance the strengths and weaknesses of digital ecosystems, establish a suitable digital strategy to enhance sales. Further study could focus on digital transformation in traditional businesses and employee wellbeing in the digital working environment.
To pursue the objectives, semi-structured interviews with the sales team in the case company are conducted. Based on the literature resource, qualitative data collected from the interviewees are analysed thematically, generating practical perspectives regarding the research questions and actionable improvement proposals.
This research discovers that WeChat ecosystem has both positive and negative effects on the sales process. It digitalises the prospecting and socialises the customer engagement. The convenience and efficiency of the platform simplify the sales process. The informal nature of WeChat ecosystem brings challenges of message overload, manual customer management, data security. Limited brand exposure create difficulty on the sales job. The study proposes organizational support for the sales team and incorporation of paid promotion, content marketing, professional communication platform.
This thesis gives insights on how to balance the strengths and weaknesses of digital ecosystems, establish a suitable digital strategy to enhance sales. Further study could focus on digital transformation in traditional businesses and employee wellbeing in the digital working environment.