香港薇薇国际有限公司的微信营销策略研究

发布时间：2018-03-21 23:00

本文选题：薇薇国际　切入点：微信营销　出处：《内蒙古大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着智能手机的普及,中国移动互联网也在高速发展,其中腾讯推出的"微信"在移动互联网领域迅速成为广受喜爱的客户端软件。互联网经济时代,潜在用户无限的移动终端以其快捷便利优势改变着传统购物方式,伴随着微信的广泛应用,一种新的网络营销方式——微信营销诞生。微信营销是互联网经济时代企业对营销模式的创新。简而言之,就是企业或个人通过微信这个平台实现产品的宣传发布到支付购买的过程,一些微信营销企业应运而生。薇薇国际就是其中一家。本文借助SWOT分析模型,全面分析其微信营销的内部优势劣势,以及面临的外部机会与威胁。分析发现,因为薇薇国际最初选择的产品就是要进行微信营销,其营销渠道的特殊性,导致薇薇国际产品的价格弹性、促销方式等都有较大差异,使薇薇国际形成其特有的微信营销方式,又因为较强的产品开发、营销推广能力,团队迅速扩张,产品的市场份额不断扩大,因而成为微商界的领先企业。本文以微信营销企业——薇薇国际为例,应用微信营销组合4P理论,分析了以团队为单位的微信营销策略,并对薇薇国际及其他企业应用微信营销开展营销管理工作、构建企业微信营销模式提出了相关建议。
[Abstract]:With the popularity of smart phones, China Mobile Internet is also developing at a high speed. Among them, Tencent's WeChat has become a popular client software in the field of mobile Internet. The infinite mobile terminal of potential users is changing the traditional shopping mode with its advantage of quick and convenient, along with the wide application of WeChat. WeChat Marketing, a new network marketing method, was born. WeChat marketing is the innovation of marketing mode by enterprises in the era of Internet economy. It is the process that enterprises or individuals realize product promotion and release to payment through WeChat platform, and some WeChat marketing enterprises emerge as the times require. Vivian International is one of them. This paper uses SWOT analysis model. Through a comprehensive analysis of the internal strengths and weaknesses of WeChat marketing, as well as the external opportunities and threats it faces. The analysis finds that the original product selected by Vivian International is to carry out WeChat marketing, and the particularity of its marketing channels. As a result, the price elasticity and promotion methods of Vivian International products are all quite different, which makes Vivian International form its unique WeChat marketing method, and because of its strong product development and marketing promotion ability, the team expands rapidly. The market share of the product is expanding constantly, so it becomes the leading enterprise in microbusiness. This paper takes Weiwei International as an example, applies the 4P theory of WeChat marketing mix, and analyzes the WeChat marketing strategy based on team. Some suggestions are put forward for Weiwei International and other enterprises to use WeChat marketing to carry out marketing management and to construct enterprise WeChat marketing model.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6;F426.72

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