基于用户需求的微信营销策略研究

发布时间：2018-04-28 06:57

本文选题：用户 + 微信营销　；参考：《山东师范大学》2017年硕士论文

【摘要】：近年来,微信软件不断更新与完善,它不仅成为用户沟通交流的社交平台,也开始被越来越多的商家用来进行营销。从寻找附近的人、摇一摇再到微信公众号、朋友圈,商家基于微信用户的使用情况,不断创新微信营销的方式,引发了一波又一波微信营销热潮。本研究共分为四个章节,主要从理论的梳理、现状呈现、特征分析、成因策略分析等几个方面对微信营销进行了研究。第一章主要阐述了微信和微信营销的相关理论,基于微信营销的现状,总结出封闭环境下的点对点精准营销、强关系下的情感与口碑营销、微信群的用户聚焦和支付的便捷性、营销方式便利性和多样化四个显著特征。研究分析了微信对营销方式的变革:人际关系实现了突破、借助于技术的数据追踪成为可能、服务方式实现质的跨越。第二章重点分析了微信营销的方式及模式。研究总结了微信借助广告、富媒体及体验活动进行营销的方式。在技术接受模型的基础上引进了信任和隐私等因素,提出了微信营销的技术接受模型。本研究还介绍了拉斯韦尔提出的“5W”传播模式理论,从传播者、传播内容、媒介、受众、传播效果、外界环境等传播要素,构建了微信营销的传播模式。第三章基于“使用与满足”理论对微信营销进行探讨,微信营销不仅可以满足用户的消费需求,还可以与好友分享观点,构建个人形象,满足精神和心理上的需求。研究还通过问卷调查的方式获知微信用户对微信营销的情感态度及行为意愿,问卷主要分为四个部分:第一部分主要是对微信用户基本情况的调查;第二部分主要是对用户微信使用情况的调查,包括使用时长、点击频率和使用功能等指标;第三部分主要是基于信源、传播内容、传播渠道、传播效果等方面进行调查;第四部分采用李克特五级量表,调查了用户对微信营销的态度问题,分析用户的喜好程度。本次调查问卷对反馈结果做数据统计分析,主要目的是获取微信用户对微信营销的评价反馈信息,总结微信营销的经验,发现微信营销主体在微信营销中存在的问题,完善相关理论,为日后商家的微信营销活动提供借鉴和参考。第四章提出了微信营销中存在的问题,通过列举大量真实可靠的案例,总结其经验教训,在传播策略层面和技术策略层面为微信营销主体提出可行化的建议。在传播策略层面,主要提出以下建议:微信公众号和微信朋友圈有效结合;明确定位,注重内容与形式的创新;线上互动与线下活动相结合;跨媒介发挥意见领袖的作用;品牌营销应该坚守底线。技术策略层面提出了三个建议:完善在线支付系统,确保信息真实性和安全性;建立强大的CRM客户管理系统,增强客户黏度;利用微社区等外部工具促进微信营销。目前,微信营销已经被很多用户认可,微信公众号数目繁多,质量参差不齐,国内只有少数的企业在微信营销传播手段方面取得了成功,大部分企业依然找不到适合自身发展的微信营销策略。事实证明,只有那些能够充分发挥微信营销的传播价值,抓住用户需求的营销者,才能够站在胜利的制高点。
[Abstract]:In recent years, WeChat software has been updated and perfected. It has not only become a social platform for users to communicate and communicate, but also has been used by more and more businessmen to carry out marketing. From the search for nearby people, it will shake to WeChat public number, friend circle, business based on the use of WeChat users, and constantly innovate the way of WeChat marketing, which has triggered a wave. Another wave of WeChat marketing upsurge. This study is divided into four chapters, mainly from the theory of combing, present situation, characteristic analysis, genetic strategy analysis and other aspects of WeChat marketing. The first chapter mainly expounds the related theories of WeChat and WeChat marketing, based on the status of WeChat marketing, and summarizes the point to point under the closed environment. Precision marketing, strong relationship of emotion and word of mouth marketing, WeChat group's user focus and the convenience of payment, marketing convenience and diversification of the four significant characteristics. Research and analysis of WeChat's marketing change: the interpersonal relationship has achieved a breakthrough, with the help of technical data tracking to become possible, the service way to achieve a qualitative leap. The two chapter focuses on the analysis of the mode and mode of WeChat marketing. The research summarizes the marketing ways of WeChat with the aid of advertising, rich media and experience activities. On the basis of the technology acceptance model, it introduces the factors of trust and privacy, and puts forward the technology acceptance model of WeChat marketing. This study also introduces the "5W" spread proposed by Lasswell. Model theory, from disseminator, communication content, media, audience, communication effect, external environment and other communication factors, build the marketing mode of WeChat marketing. The third chapter is based on the theory of "use and satisfaction" to explore WeChat marketing, WeChat marketing can not only meet the consumer's consumption needs, but also share views with friends and build personal shape. To meet the spiritual and psychological needs. The research has also learned the emotional attitude and willingness of WeChat users to WeChat marketing through a questionnaire survey. The questionnaire is divided into four parts: the first part is mainly the investigation of the basic situation of WeChat users; the second part is mainly the investigation of the user's use of WeChat, including the use of WeChat. Time length, click frequency and use function and other indicators; the third part is mainly based on sources, communication content, communication channels, transmission effect and other aspects of investigation. The fourth part uses the likt five scale scale, investigates the user's attitude to WeChat marketing and analyzes users' preferences. This questionnaire makes data series on feedback results. The main purpose of the analysis is to obtain the feedback information from WeChat users to WeChat marketing, to summarize the experience of WeChat marketing, to find out the problems existing in the WeChat marketing subject in WeChat marketing, to improve the relevant theories, and to provide reference and reference for the marketing activities of future merchants. The fourth chapters put forward the existing problems in the marketing and through the problems in the marketing. Enumerating a large number of real and reliable cases, summarizing their experiences and lessons, putting forward feasible suggestions for the WeChat marketing subject in the communication strategy level and technical strategy level. In the communication strategy level, the following suggestions are put forward: the effective combination of the WeChat public number and the WeChat circle of friends; the clear orientation, the innovation of the content and form; the online interaction and line. Play a combination of activities; play the role of an opinion leader across the media; brand marketing should stick to the bottom line. Three suggestions are put forward at the technical level: improving the online payment system, ensuring information authenticity and security; building a powerful CRM customer management system to enhance customer viscosity; and promoting WeChat marketing by using external tools such as micro communities. WeChat marketing has been recognized by many users, the number of WeChat public numbers, the quality of uneven, only a small number of enterprises in the country have achieved success in the marketing of WeChat, most enterprises still can not find suitable for their own development of the WeChat marketing strategy. In fact, only those who can make full use of the marketing of WeChat. Value, seize the user needs of the marketer, can stand at the commanding height of victory.

【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

【参考文献】