济南泰山1532公司微信公众平台运营模式研究

发布时间：2018-08-01 10:46

【摘要】：随着3G、4G移动通信技术的不断进步,智能手机逐渐成为了人们生活中必不可少的工具,其中微信作为一款便捷的移动互联网即时聊天软件,一经推出就迅速占领了中国市场。基于微信发展起来的微信公众平台,把个人用户群体与企业用户群体相连接,为企业提供了一个可以通过文字、图片、语音、视频和图文消息等方式与用户进行全方位沟通与互动的媒介,开创了一个全新的商业模式,为企业全方位的进行宣传营销提供了新的机遇。目前,微信公众平台以其营销方式多元化,潜在客户数量庞大,信息到达率高,熟人网络,小众传播和LBS精准营销等优点吸引了越来越多的企业的进驻。济南泰山1532公司是山东济南烟草有限公司下属的主营烟酒、茗茶等中高档礼品的零售企业,其微信公众平台于2015年3月正式上线,主要进行品牌宣传和商品销售。但是在公众平台的运营过程中,由于缺乏运营经验,出现了诸多问题。本文选取了济南泰山1532公司的微信公众平台为研究对象,通过借鉴学术前沿理论和其他相关研究,探索微信平台和品牌营销的有效结合方式,为济南泰山1532微信公众平台制定最佳的优化方案,解决目前该平台在运营过程中出现的问题,提升该平台的传播能力、营销能力和盈利能力。本文的研究方法主要包括文献分析法、对比分析法、案例分析法和参与式观察法。通过搜索和查阅关于微信公众平台的相关理论和著作,对比典型企业的微信公众平台运营模式,借助作者自身在济南泰山1532公司微信公众平台运营过程中的体验,不断思考和观察,通过发现问题和解决问题来探索的适合该平台最佳优化方案。文章通过分析星巴克中国、1号店、Olay等典型企业的微信平台运营模式,运用"5W"理论对目前多数公众平台存在的问题进行分析,总结出建立一个成熟微信平台的应该具备的条件和需要规避的问题,为济南泰山1532公司微信公众平台的优化提供了借鉴。同时结合该平台实际,利用SWOT分析法对该平台存在优势、劣势、机会和威胁进行全面的分析,在此基础上提出了该平台的优化方案。优化方案以提升用户体验,打造优质的传播内容,提升文章的阅读量,拓展新客户,建立良好的客我关系以及拉动微信商城商品的销量为目标,以目标人群、优质内容、用户需求和专业人才为关键点。在具体内容方面,对公众平台的菜单设置、内容推送、CRM系统、营销方式和小程序开发等内容进行了设计与改进。在效果评价机制方面,将信息到达率、信息阅读率、用户参与率、用户复合增长率和用户转化率作为该平台的KPI指标。此外,还提出了优化方案的实施策略,通过组建运营团队,优化微信平台的内容、开展多样化营销、进行效果评估、根据评估结果进行优化等步骤对公众平台进行持续改进。本文的创新点在于从微观角度出发,选取了一个具体的微信公众平台,综合运用了传播学和营销学方面的理论进行分析,并从目标、关键点、内容、效果评价机制及实施策略等方面提出了一套较为完备的优化方案,相比以往从微信传播或微信营销的角度出发探索公众平台如何运营的宏观研究而言,结论更具全面性和实践意义。
[Abstract]:With the continuous progress of 3G and 4G mobile communication technology, smart phone has gradually become an indispensable tool in people's life. As a convenient mobile Internet instant chat software, WeChat has quickly occupied the Chinese market. Based on WeChat's developed WeChat public platform, the individual user group and enterprise are used. It provides a new medium of communication and interaction with users through words, pictures, phonetics, video and graphic messages. It creates a new business model and provides a new opportunity for all enterprises to carry out publicity and marketing. At present, the WeChat public platform has a lot of marketing methods. A large number of potential customers, high rate of information, high rate of information, acquaintance network, small public transmission and LBS precision marketing attract more and more enterprises to enter. Ji'nan Taishan 1532 company is a retail enterprise of middle and high grade gift, such as Shandong Ji'nan Tobacco Co., Ltd., and its WeChat public platform in March 2015 In the operation process of the public platform, there are many problems due to lack of operating experience. This paper selects the WeChat public platform of the Taishan 1532 company in Ji'nan as the research object, and explores the WeChat platform and brand marketing through learning the academic frontier theory and his related research. The best optimization scheme is made for the 1532 WeChat public platform in Taishan, Ji'nan, to solve the problems in the operation of the platform at present and improve the communication ability, marketing ability and profitability of the platform. The research methods of this paper include the literature analysis, the comparative analysis, the case analysis and the participatory observation. Through searching and consulting the relevant theories and works of the WeChat public platform, comparing the WeChat public platform operation model of typical enterprises, with the help of the author's experience in the operation process of the WeChat public platform in Taishan 1532, Ji'nan, and constantly thinking and observing, through finding questions and solving problems to find the best suitable for the platform By analyzing the WeChat platform operation mode of Starbucks China, No. 1 store, Olay and other typical enterprises, the article analyses the existing problems of most public platforms by using "5W" theory, and summarizes the conditions for establishing a mature WeChat platform and the problems to be avoided, for the public of the 1532 company of Ji'nan, the public of WeChat. It provides a reference for the optimization of the platform. At the same time, combined with the reality of the platform, the SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and threats of the platform in a comprehensive way. On this basis, the optimization scheme of the platform is proposed. The optimization scheme is designed to improve the user experience, create high quality communication content, improve the reading quantity of the article, and expand the new customer. Setting up a good relationship and promoting the sales of WeChat commercial city as a target, the key points are the target population, quality content, user needs and professional talents. In specific content, the menu setting, content push, CRM system, marketing and small program development are designed and improved in specific content. In the price mechanism, the information arrival rate, the information reading rate, the user participation rate, the user's compound growth rate and the user conversion rate are used as the KPI index of the platform. In addition, the implementation strategy of the optimization scheme is also put forward to optimize the content of the WeChat platform through the formation of the operation team, develop the diversified marketing, evaluate the effect, and carry out the results according to the evaluation results. The innovation point of this paper is to improve the public platform continuously. The innovation of this paper is to select a specific WeChat public platform from the micro point of view, and make a comprehensive application of the theory of communication and marketing, and put forward a set of goals, key points, content, effect evaluation mechanism and implementation strategy. The optimization scheme is more comprehensive and practical than the previous research on how to operate the public platform from the perspective of WeChat communication or WeChat marketing.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F721

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