XFC化妆品有限公司微信营销策略研究
发布时间：2018-10-07 18:10
【摘要】：随着互联网时代的来临,人们都在感慨微博和微信的影响力真的是“微”力无边,商机无限。移动互联网时代的到来和网络消费的流行趋势,促使各种网络营销方式的诞生,使得网购的市场规模变得越来越大,人们的需求也随之变的很多样化。目前,在国内个人微信的注册用户已经超过了8亿,300万家企业进入到腾讯公共微信平台,其中有100多家拥有百万级的听众数量。基本上每一部智能手机都会安装微信,渗透率高达98%以上。微信营销已然成为一种全新的销售模式。遵循相关策略,与多种模式的网络媒体共同发挥作用,从而对系统展开有效管理,使线上与线下的沟通更加便捷,更利于强化顾客关系,在最大程度上实现客户价值。当下,化妆品网络营销盛行之风与日俱增,具有悠久历史的XFC化妆品有限公司在营销策略、模式等多个方面还处于传统状态,无法满足现代网络营销的全新需要。本文以XFC化妆品有限公司作为研究对象,将着眼点落在该公司微信营销策略方面,分析微信营销模式的优势与弊端,探索如何运用微信平台,从实际出发,打造特色经营方式,为XFC化妆品有限公司与新时代市场接轨,扩大客户量,展开有效销售,获得可持续性发展,提出应对策略。希望通过本文的研究,能够为该公司的发展拓宽路径,贡献微薄之力,同时也为其他公司依托微信平台,拓展销售途径提供借鉴。
[Abstract]:With the advent of the Internet era, people are feeling Weibo and WeChat's influence is really "micro" power boundless, unlimited business opportunities. With the arrival of the mobile Internet era and the popular trend of network consumption, the birth of various network marketing methods makes the market scale of online shopping become more and more large, and the demand of people becomes very diverse. Currently, more than 800 million registered users of personal WeChat in China have entered Tencent's public WeChat platform, including more than 100 million listeners. WeChat is installed on almost every smartphone, with a penetration rate of more than 98%. WeChat marketing has become a brand-new sales model. Following the relevant strategies and working together with various modes of network media, the system can be managed effectively, and the communication between online and offline will be more convenient, which will help to strengthen customer relationship and realize customer value to the greatest extent. Nowadays, the popularity of cosmetics online marketing is increasing. XFC Cosmetics Co., Ltd. has a long history in marketing strategy, mode and other aspects are still in a traditional state, can not meet the new needs of modern network marketing. This paper takes XFC Cosmetics Co., Ltd. as the research object, focuses on the marketing strategy of WeChat, analyzes the advantages and disadvantages of WeChat marketing mode, and explores how to use the WeChat platform to create the characteristic management mode from the actual situation. For XFC Cosmetics Co., Ltd. to connect with the new era market, expand customer volume, launch effective sales, obtain sustainable development, put forward countermeasures. Through the research of this paper, I hope to broaden the development of the company path, contribute to the modest strength, but also for other companies to rely on WeChat platform, expand sales channels to provide reference.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72
本文编号：2255175
[Abstract]:With the advent of the Internet era, people are feeling Weibo and WeChat's influence is really "micro" power boundless, unlimited business opportunities. With the arrival of the mobile Internet era and the popular trend of network consumption, the birth of various network marketing methods makes the market scale of online shopping become more and more large, and the demand of people becomes very diverse. Currently, more than 800 million registered users of personal WeChat in China have entered Tencent's public WeChat platform, including more than 100 million listeners. WeChat is installed on almost every smartphone, with a penetration rate of more than 98%. WeChat marketing has become a brand-new sales model. Following the relevant strategies and working together with various modes of network media, the system can be managed effectively, and the communication between online and offline will be more convenient, which will help to strengthen customer relationship and realize customer value to the greatest extent. Nowadays, the popularity of cosmetics online marketing is increasing. XFC Cosmetics Co., Ltd. has a long history in marketing strategy, mode and other aspects are still in a traditional state, can not meet the new needs of modern network marketing. This paper takes XFC Cosmetics Co., Ltd. as the research object, focuses on the marketing strategy of WeChat, analyzes the advantages and disadvantages of WeChat marketing mode, and explores how to use the WeChat platform to create the characteristic management mode from the actual situation. For XFC Cosmetics Co., Ltd. to connect with the new era market, expand customer volume, launch effective sales, obtain sustainable development, put forward countermeasures. Through the research of this paper, I hope to broaden the development of the company path, contribute to the modest strength, but also for other companies to rely on WeChat platform, expand sales channels to provide reference.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72
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