泛家居企业微营销策略研究

发布时间：2018-07-02 09:52

  本文选题：泛家居企业 + 微营销　； 参考：《金融经济》2016年24期

【摘要】：信息化社会和互联网经济,微博、微信、直播平台等新兴微营销工具异军突起,打破了传统媒介的传播方式和传播疆域,改变了大众生活方式的同时,也颠覆了企业传统的营销手段。但是,目前对微营销的运用主要集中在互联网企业和具有一定品牌力的快消品企业,传统的泛家居企业由于自身行业属性、消费频次等限制,导致对微营销的认识不足,缺少基础理论知识和系统性的规划,导致品牌在发展过程中错失良机。本文从微营销发展趋势分析,用户行为分析,微信、微博、直播等微营销平台分析入手,并在分析泛家居企业营销工作存在问题的基础上,提供泛家居企业微营销工作的思路和可行性策略,以此为泛家居企业的营销工作提供一定的价值参考。
[Abstract]:The information society and Internet economy, Weibo, WeChat, live broadcast platform and other new micro-marketing tools have suddenly emerged, breaking the traditional media communication mode and spread territory, changing the way of life of the public at the same time, It also subverts the traditional marketing methods of enterprises. However, at present, the use of micro-marketing is mainly focused on Internet enterprises and fast consumer goods enterprises with a certain brand power. Traditional pan-home enterprises, because of their own industry attributes, consumption frequency and other restrictions, lead to a lack of understanding of micro-marketing. Lack of basic theoretical knowledge and systematic planning, leading to the brand in the process of missed opportunities. This paper starts with the analysis of micromarketing development trend, user behavior analysis, WeChat, Weibo, live broadcast and so on, and analyzes the problems existing in the marketing work of pan-home enterprises. This paper provides the ideas and feasible strategies for the micro marketing of pan-home enterprises, which provides a certain value reference for the marketing work of pan-home enterprises.
【作者单位】： 杭州鸿雁电器有限公司;
【分类号】：F274;F724.6
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本文编号：2089736