微信营销发展策略研究 (3)64

发布时间：2016-09-22 13:05

本文关键词：基于移动O2O模式的重庆主题公园微信营销发展研究，由笔耕文化传播整理发布。

致谢；毕业设计完成了，在这个过程中我学到了很多东西；最后,我想由衷的感谢关心、帮助我的老师和同学们！；参考文献；[1]MartinNatter.Improvin；Drechsler,2009,4(3):16-1；[2]谭耀卿．微信营销策略分析[J]．中国商论，；[3]金鑫．小微企业网络营销策略研究[D]．四川；[4]秦瑶．微信新型交往文化与营销策略分析[D]

致谢

毕业设计完成了，在这个过程中我学到了很多东西。首先我要感谢我的导师，他在我完成论文的过程中，给予了我很大的帮助。在论文开始的初期，我对于论文的结构以及文献选取等方面都有很多问题，在论文的写作过程中她一直以严格的标准要求你、指导你，从起初的开题报告、任务书，到论文的具体内容，再到最后论文反复的修改，老师总是认真负责地给予我详细的指导，论文批注清晰明了，帮助我快速理清脉络，细心点拨、以及亲切的给予我鼓励。正是由于老师的无私帮助与鼓励，我的毕业论文才能够如此顺利完成。老师，谢谢您！

最后,我想由衷的感谢关心、帮助我的老师和同学们！谢谢你们！

参考文献

[1] Martin Natter.Improving Marketing’s Contribution to New product development[J].Wenzel

Drechsler,2009,4(3):16-18.

[2] 谭耀卿．微信营销策略分析[J]．中国商论，2015(4)：25-27．

[3] 金鑫．小微企业网络营销策略研究[D]．四川：电子科技大学，2013．

[4] 秦瑶．微信新型交往文化与营销策略分析[D]．西安：西北大学，2014．

[5] Time to Twitter.Marketing via new technologies[J]. British LibrarySerial,2011,3(12):12-15．

[6] 于瀚强．基于微信的企业网络营销模式探讨[D]．大连：大连海事大学，，2014．

[7] 陈旭清．基于移动O2O模式的重庆主题公园微信营销发展研究[D]．重庆：重庆师范大

学，2015．

[8] 王惊雷．企业微信营销研究及策略分析[J]．价格月刊，2014(5)：5-8．

[9] Taylor.The Role of marketing capability in innovation-based competitive strategy[J],

American Journal of Tourism Management,2013,24(5): 5-8.

[10] 李敏，刘江．基于SWOT分析的企业微信营销策略[J]．中北大学学报(社会科学版)，

2015，4(7)： 5-6．

[11] 徐晓飒．整合营销传播下微信营销策略分析[J]．现代营销，2014(5)：17-18．

[12] 郑伟．现代企业微营销策略研究[D]．陕西：西北农林科技大学，2015．

[13] 肖涧松．新媒体时代的微信营销策略研究[J]．商业时代，2014(8)：80-81．

[14] 王博．电子商务背景下企业微信营销模式研究[D]．哈尔滨：哈尔滨工业大学，2014．

[15] 周悉然．微信营销存在的问题及应对策略分析[J]．商场现代化，2014(9)：8-9．

[16] 乔金旭．微信营销存在的问题与应对策略分析[J]．科技经济市场，2015(10)：18-20．

[17] 王时杰．关于微信营销现状及对策的思考[J]．信息与电脑，2014(6)：6-8．

[18] 余倩倩．零售业开展微信营销的优势探析[J]．信息与电脑，2014(7)：11-12．

附录

一、英文原文

Marketing Strategy

John Mariotti

A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.

Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.

The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.

Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.

Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:

For some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intel Corp.launched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match any clever,effective marketing moves made by its primary

competitor.

Sometimes a company's positioning strategy entails associating its product with(or distancing it from)a product class or attributes.Some companies try to place their products in a desirable class,such as"Made in the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S.

Certain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-quality continuum.Discount stores such as Target and Kmart are at the other.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired—and for the most part succeeded in—repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.

The word brands is comprehensive;it encompasses other narrower terms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.

A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark is recognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant(canned and frozen vegetable products)and Arm&Hammer(baking soda)are both brand names and brand marks.

A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law Revision Act,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.

For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand also influences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities(Sunkist oranges,Morton salt,and Domino sugar,for example).

Pricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.

Pricing strategies usually change as a product passes through its life cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the maximum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.

二、英文翻译

市场营销策略

具有需求，具有购买能力并愿意花销的个体或组织构成了市场。然而，在大多数市场中，购买者的需求不一致。因此，对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。

市场细分使公司能更加有效地利用其营销资源。而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。

确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。

管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。

市场营销人员可以从各种定位策略中加以选择。有时，他们决定对某一特定产品采用一种以上的策略。

对一些产品来说，最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。

有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系（或相区别）。

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