新媒体语境下微信营销策略研究

发布时间：2018-01-03 12:32

本文关键词：新媒体语境下微信营销策略研究　出处：《曲阜师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：新媒体微博自从出现后就吸引了各商家的眼球,众企业在微博上进行信息传递和投放,取得了可观的效果,微博也成为了企业和商家进行新媒体营销的代表。但是随着2011年微信的诞生,微博这一地位逐渐被微信取代。虽然只有几年的发展时间,微信已经成为移动互联网领域重要的即时通讯软件之一,其优越的营销传播价值使其成为新媒体营销的典型代表。微信具有的传播及时、投放精准和病毒性扩散等特点,吸引了各大小企业,商家纷纷将目光转向微信,获得极大的利益,更日益凸显了微信在营销方面的优势。虽然微信已经被大众接受,以微信为营销手段进行企业品牌推广和产品销售的企业也不在少数,但是微信作为一种新生媒体,对微信本身的研究理论本就不成熟,对其营销策略和方法的探析更不完善,无论是微信还是微信营销,仍缺乏系统的理论研究,所以很多企业虽然尝试了微信营销,却依然在微信营销的道路上找不到合适的发展方法,效果也参差不齐。本文通过分析微信的传播特点和当前的微信营销模式以及存在的利弊问题,提出微信营销在新时期的发展思路,旨在为企业找到适合自身发展的营销策略提供可鉴之验,促进企业自身的发展和壮大。本文共有四章,首先对国内外有关微信和微信营销的研究状况做了总结,阐明了本文的研究意义和研究方法。第二章从微信的定义和特点出发,结合微信的发展历程,分析了微信的传播特点和传播价值。微信(WeChat)是由腾讯公司于2011年1月21日推出的支持Android、IOS、Symbian等多种系统的,可以快速发送语音短信、视频、图片和文字的跨平台的移动即时通讯软件。在传播平台、人际关系传送和传播费用等方面独具特色,可以多元化的传播个人及企业信息,将信息进行即时性传播,实施精准定位,建立以用户关系为核心的点对点传播机制。因而对企业和个人都具有极大的传播价值。第三章对微信营销的营销模式和利弊进行了详细分析。从营销传播的角度看微信营销模式有五种:基于LBS的用户签名档——广告植入营销模式,提高企业知名度的漂流瓶——品牌营销方式,打造忠实客户群的O2O二维码扫描——折扣营销方式,微信公众平台+开放平台+朋友圈——口碑营销方式,企业和用户双赢的抢红包——病毒营销方式。对微信营销利弊的分析也是从这五种营销模式出发,微信营销传播的优点主要是方便,快捷,精准度高。第四章提出了微信营销的三个原则,对建立微信法制机制提出想法和意见,并结合当下流行的营销方法,将其与微信相结合,推陈出新提出新的微信营销发展思路,为企业进行微信营销提供借鉴。
[Abstract]:Since the emergence of new media micro-blog after it attracted the merchant's eye, all enterprise information transfer and put on micro-blog, and achieved considerable results, micro-blog has become the enterprises and businesses are representative of new media marketing. But with the advent of WeChat in 2011, the position of micro-blog has been replaced by WeChat. Although the development time only a few years, WeChat has become one of the important field of mobile Internet instant messaging software, the superior value of marketing communication has become a typical representative of the new media marketing. WeChat has spread in time, characteristics of running precise and viral spread, attracted the size of enterprises, businesses have turned to WeChat, great the benefit of more increasingly highlights the advantage of WeChat in marketing. Although WeChat has been accepted by the masses, to WeChat for marketing brand promotion and product sales A few of the enterprises, but WeChat as a new media, the theoretical research of WeChat itself is not mature, the analysis of its marketing strategy and the method is not perfect, either WeChat or WeChat marketing, is still a lack of systematic theoretical research, although so many companies try WeChat marketing, but still in the WeChat marketing on the road to find the development of appropriate methods and the effect is uneven. This paper spread through analysis of the characteristics of WeChat and the WeChat marketing mode and the advantages and disadvantages of existing problems, put forward the WeChat marketing in the development of ideas in the new era, aiming to provide reference experience for enterprises to find suitable for the development of their own marketing strategy. To promote enterprise development and expansion. This paper consists of four chapters, the first at home and abroad on the WeChat and WeChat marketing research status is summarized, the research significance and research methods of this paper. The second chapter from the definition and characteristics of WeChat's departure, combined with the development of WeChat, analyzes the propagation characteristics and the value of WeChat. WeChat (WeChat) launched by the Tencent Inc in January 21, 2011 to support the Android, IOS, Symbian and other systems, can quickly send voice messages, video, pictures and text of the cross platform mobile instant messaging software. In interpersonal communication platform, transmission and communication costs and other aspects of the unique characteristics, dissemination of personal and corporate information can be diversified, the information real-time transmission, the implementation of precise positioning, to establish customer relationship as the core point to point communication mechanism. Thus it has great value to spread to businesses and individuals. A detailed analysis of the third chapter marketing mode and the advantages and disadvantages of WeChat marketing. From the perspective of marketing WeChat marketing mode has five kinds: LBS based user signature: Advertising marketing model, to improve the visibility of corporate brand marketing: bottles, build a loyal customer base of O2O dimensional code scanning discount marketing, WeChat public platform + open platform + circle of friends, word-of-mouth marketing, win-win enterprises and users to grab the red - virus marketing. Analysis of the advantages and disadvantages of WeChat marketing is the departure from the five kinds of marketing mode, the advantages of WeChat marketing communication is convenient, fast, high precision. The fourth chapter puts forward three principles of the WeChat marketing, to put forward ideas and opinions to establish WeChat legal mechanism, combined with the current popular marketing method, combined with the WeChat, WeChat proposed marketing innovation the new thinking of development, WeChat marketing provide a reference for enterprises.

【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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