B2C电商应用微信公众号的营销传播研究

发布时间：2018-06-25 10:53

本文选题：微信公众号 + B2C电子商务　；参考：《西北大学》2016年硕士论文

【摘要】：微信公众号自2012年8月23日上线至今,不到4年时间里已突破1000万大关,相当于每天约有8000个微信公众号开通,且仍旧呈现不断增加的趋势。纵观微信公众号开通的的这3年多时间,其发展势头不可谓不迅速。而根据内容对已开通的微信公众账号进行分类,占据前三位的分别是电商、餐饮和金融,其中电商类微信公众账号占到26.60%,位居第一。如此众多的电子商务企业开通微信公众账号与其优越的营销传播价值分不开。电子商务行业近年来随着互联网技术的发展日益兴盛,尤其是发展最为普遍的B2C类电子商务,在全国遍地开花的同时也在应用微信公众账号进行营销传播方面进行了较早的尝试,并因此获得了一定的效益。然而,在已经开通微信公众账号的B2C类电子商务企业中,只有小部分能够将其作为营销手段来为企业带来收益,其他大部分企业只是停留在拥有微信公众号的层面上,并未找到在这一特定平台上适合自身的营销传播策略。本文从微信公众号的发展现状入手,结合微信公众账号自身所具有的营销传播优势,分析B2C类电子商务应用微信公众号进行营销传播的现状,以“花青宜”品牌微信公众号为例,发现并归纳出其中的问题,并进行相应的总结。针对这些问题,选取2015年B2C网络零售市场占有率前三的天猫、京东、苏宁易购,以这3大B2C电子商务企业的官方微信公众号作为样本,进行分析与借鉴,以图得出B2C类电子商务企业应用微信公众号的有效传播策略,从而为众多正处于发展中的B2C类电子商务企业提供一定的借鉴。
[Abstract]:Since its launch on Aug. 23, 2012, WeChat has broken through the 10 million mark in less than four years, equivalent to about 8,000 WeChat public numbers per day, and is still on the rise. Throughout the opening of the WeChat public number for more than three years, its momentum of development is not unstoppable. According to the content of the open WeChat public account classification, occupying the top three respectively are e-commerce, catering and finance, among which e-commerce WeChat public accounts accounted for 26.60, ranked first. So many e-commerce enterprises open WeChat public accounts and its superior marketing value can not be separated. In recent years, with the development of Internet technology, the electronic commerce industry has become more and more prosperous, especially the B2C electronic commerce, which is the most popular type of electronic commerce. At the same time, the WeChat public account has been used in marketing and communication earlier, and thus obtained certain benefits. However, only a small number of B2C e-commerce companies that have opened public accounts on WeChat have been able to use it as a marketing tool to bring revenue to their businesses, while most of the other companies have just stayed at the level of having a public number on WeChat. Did not find in this particular platform suitable for their own marketing communication strategy. This paper starts with the development of WeChat public number, and analyzes the current situation of B2C e-commerce application of WeChat public number in marketing communication, combined with the marketing communication advantage of WeChat public account. Taking "Hua Qingyi" brand WeChat as an example, the problems are found and summed up. In order to solve these problems, Tmall, JingDong, SUNING, which have the top three market share of B2C online retail market in 2015, are selected to analyze and draw lessons from the official WeChat public number of the three big B2C e-commerce enterprises. The effective communication strategy of applying WeChat public number to B2C e-commerce enterprises is obtained, which provides some reference for many B2C e-commerce enterprises that are in the process of development.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;G206-F

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