企业微信营销基本模式及其价值探析

发布时间：2018-04-22 19:41

本文选题：微信 + 营销模式　；参考：《苏州大学》2015年硕士论文

【摘要】：在移动互联网技术高速发展的背景下,2011年初微信出现在公众的视野之中,经过短短四年的发展,微信不仅成为人们即时通讯应用程序的首选之一,更是成为企业新媒体营销继微博之后的又一战场,不少企业将目光投向了微信。微信作为一款主打“一对一”沟通的社交应用软件,不仅具有沟通交流的社交属性,还具备及时传播、精准投放、病毒式扩散等等营销的特性,日益凸显了其不可小觑的营销价值。目前国内微信营销成功的典型案例并不是很多,很多企业不知道哪种微信营销策略才是真正适合自己的。国内目前关于微信营销的研究并不是很多,而且研究的内容过于零散,没有系统化的去分析具体的微信营销模式。本文共分为五个部分：第一部分是对微信总体的一个概述,对微信的定义、出现的原因等进行介绍,对微信有一个基本的了解是必须的；第二部分着重介绍微信用户的分类以及用户的微信使用情况,通过对微信用户的类型和用户微信使用情况有所了解,才能够从企业角度来选择相应的微信营销模式；第三部分为全文重点,首先揭示微信的营销价值所在,继而通过微信中不同的应用功能对微信营销模式进行具体的细分,并针对不同的营销模式做出进一步的研究,进而提出微信营销的缺陷和需要注意的问题,同时对微信营销模式的价值做出了一定的分析,根据其现在的状况以及大的背景环境,对微信营销模式的前景做出了一定的展望。本文以问卷调查法为基础,辅以简单的案例分析的研究方法对企业微信营销的基本模式进行划分和描述,总结出五种企业微信营销的基本模式,对企业进行微信营销具有一定的应用价值和借鉴意义。
[Abstract]:With the rapid development of mobile Internet technology, WeChat appeared in the public eye in early 2011. After just four years of development, WeChat has not only become one of the first choice of people's instant messaging applications. It has become another battlefield of new media marketing after Weibo, and many enterprises have turned their attention to WeChat. WeChat, as a "one-to-one" social application, has not only the social attributes of communication, but also the characteristics of timely communication, accurate delivery, virus diffusion, and so on. Increasingly highlights its marketing value can not be underestimated. At present, there are not many typical cases of successful marketing of WeChat in China, many enterprises do not know which marketing strategy is really suitable for themselves. At present, there are not many researches on WeChat marketing in China, and the content of the research is too scattered, without systematic analysis of the specific WeChat marketing model. This paper is divided into five parts: the first part is an overview of the overall WeChat, the definition of WeChat, the reasons for the emergence of a basic understanding of WeChat is necessary; The second part focuses on the classification of WeChat users and the use of WeChat. By understanding the types of users and the usage of WeChat, we can choose the corresponding marketing mode from the perspective of enterprises. The third part is the focus of the full text, first reveals the marketing value of WeChat, then through the different application functions of WeChat to the specific subdivision of WeChat marketing model, and make a further study on different marketing models. Then the defects of WeChat marketing and the problems needing attention are put forward. At the same time, the value of WeChat marketing model is analyzed to a certain extent, and the prospect of WeChat marketing mode is prospected according to its current situation and big background environment. Based on the questionnaire survey method and the simple case study method, this paper classifies and describes the basic mode of enterprise WeChat marketing, and summarizes five basic models of enterprise WeChat marketing. WeChat marketing to enterprises has certain application value and reference significance.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;G206-F

【共引文献】