沈阳大型商场微信营销的问题与对策

发布时间：2018-06-08 23:32

本文选题：沈阳 + 大型商场　；参考：《辽宁大学》2015年硕士论文

【摘要】：近两年微信营销队伍不断的壮大,其发展的迅速程度受到各界的关注。而微信版本功能不断的推陈出新,更为各大商场微信营销的运用提供了一条可持续发展的新思路。本文用案例分析法和文本分析法并借助经济学等跨学科知识,将经济学中的市场营销学与传播学中的广告传播有效的结合了起来。通过案例,对沈阳大型商场微信营销作出判断和比较,力图以大型商场微信营销方向为着力点,为沈阳大型商场的微信营销提供一条可行的实施策略。本文以沈阳大型商场营销活动为中心,从微信营销角度进行了详尽而系统的研究。第一部分笔者对媒介营销、媒体服务于市场等方面进行了创新性的研究,阐述了沈阳大型商场微信营销的概念、微信营销的优势、微信功能在沈阳大型商场营销中的运用。第二大部分对沈阳大型商场意见领袖营销模式、病毒营销模式、深度营销模式结合案例分析。第三大部分剖析了市场细分难、粉丝黏度性差、缺乏专业微信营销策划人员、目标客户少、营销效果不显著、用户安全存在风险,这六大现存问题。第四大部分,提出了以上现存问题的合理的应对策略。沈阳大型商场先后打造自身的微信营销平台,试图通过微信营销开启他们迈向成功的另一扇门。然而各大商场在微信营销的运用中存在的问题,是值得研究和分析的,这样才能使沈阳大型商场的微信营销之路更加稳定有序,最终达到商业盈利的目的。
[Abstract]:In the past two years, WeChat marketing team has been growing, and the rapid development of WeChat has attracted attention from all walks of life. But the WeChat version function unceasingly promotes the old and new, moreover each big market WeChat marketing application has provided a sustainable development new thought. In this paper, case analysis, text analysis and other interdisciplinary knowledge of economics are used to effectively combine marketing in economics with advertising in communication. Through the case study, the author makes a judgment and comparison on the WeChat marketing of Shenyang shopping mall, and tries to take the WeChat marketing direction of the large-scale shopping mall as the focus, and provides a feasible implementation strategy for the WeChat marketing of the large shopping mall in Shenyang. Based on the marketing activities of Shenyang shopping mall, this paper makes a detailed and systematic study from the perspective of WeChat marketing. In the first part, the author has carried on the innovative research to the media marketing, the media service in the market and so on, elaborated the Shenyang large-scale shopping mall WeChat marketing concept, the WeChat marketing superiority, the WeChat function in Shenyang large-scale market marketing application. The second part is a case study of the opinion leader marketing model, virus marketing model and depth marketing model of Shenyang shopping mall. The third part analyzes the difficulties of market segmentation, poor fan viscosity, lack of professional WeChat marketing planners, less targeted customers, marketing effect is not significant, user security risks, these six existing problems. The fourth part, has proposed the above extant question reasonable countermeasure. Shenyang shopping malls have built their own WeChat marketing platform, trying to open another door to their success through WeChat marketing. However, the problems existing in the application of WeChat marketing are worthy of study and analysis, so as to make the path of WeChat marketing in Shenyang shopping mall more stable and orderly, and finally achieve the purpose of commercial profit.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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