宁夏移动官方微信营销策略研究

发布时间：2018-05-13 08:13

本文选题：微信 + 营销策略　；参考：《宁夏大学》2016年硕士论文

【摘要】：近年来,微信在国内外得到了迅猛发展,用户多,受众广。微信公众平台于2012年8月正式开通,企业组织、媒体机构还有个人都可以申请开通微信公众账号,吸收粉丝,开展互动。微信公众账号也随之进入了一个百家争鸣,百花齐放的时代。宁夏移动从2014年6月开始进行微信营销,期望通过打造这种新兴的电子渠道来代替逐渐失去用户宠爱的传统电子渠道,缓解实体渠道受理业务的压力。同时,按照集团公司提出的“集中化、标准化和信息化”三大发展策略,宁夏移动需要通过集中化管理的方式,探索出一种全新的低成本、高效率的营销方式。本文从营销管理的理论知识出发,结合营销理论、微信营销特点以及目前宁夏移动微信营销的发展现状,确定宁夏移动微信营销的优势,打造宁夏移动微信营销的竞争优势,提高宁夏移动微信营销的核心竞争力,使其快速确立市场地位、扩大关注用户数,提高用户体验,进而获得收益。本文以移动互联网时代、公司集中化管理为背景,利用理论结合实际的研究方法,在对宁夏移动微信营销的实际情况开展深入分析和研究的条件下,通过PEST环境分析方法和SWOT分析方法对宁夏微信营销的整体环境和自身条件进行了分析,根据宁夏移动微信营销面临的机会和挑战,综合宁夏移动的实际情况及微信营销的现状,深入剖析宁夏移动微信营销工作中出现的问题,结合管理学和市场营销理论,提出了宁夏移动微信营销的改进策略,力求通过实际分析找到解决问题的有效方法。
[Abstract]:In recent years, WeChat has developed rapidly at home and abroad, with many users and a wide audience. The WeChat public platform was officially launched in August 2012. Business organizations, media organizations and individuals can all apply for a WeChat public account to attract fans and interact. WeChat public account also entered a hundred schools of thought contending, a hundred flowers blooming era. Ningxia Mobile, which began WeChat marketing in June 2014, hopes to replace the traditional electronic channel, which has gradually lost the favor of users, by creating such a new electronic channel to ease the pressure on the entity channel to accept business. At the same time, according to the three development strategies of "centralization, standardization and information" put forward by the group company, Ningxia Mobile needs to explore a new marketing method with low cost and high efficiency through centralized management. Based on the theoretical knowledge of marketing management, combined with marketing theory, the characteristics of WeChat marketing and the current situation of Ningxia Mobile WeChat Marketing, this paper determines the advantages of Ningxia Mobile WeChat Marketing, and builds the competitive advantage of Ningxia Mobile WeChat Marketing. To improve the core competitiveness of WeChat marketing of Ningxia Mobile, to establish its market position quickly, to expand its attention to the number of users, to improve the user experience, and then to gain income. Based on the background of mobile internet era and company centralized management, this paper makes use of the research methods of theory and practice, under the condition of deeply analyzing and researching the actual situation of Ningxia mobile WeChat marketing. This paper analyzes the whole environment and its own condition of Ningxia WeChat marketing by PEST environment analysis method and SWOT analysis method. According to the opportunity and challenge of Ningxia mobile WeChat marketing, it synthesizes the actual situation of Ningxia mobile and the present situation of WeChat marketing. This paper deeply analyzes the problems in the marketing work of Ningxia Mobile WeChat, combines the management and marketing theory, puts forward the improving strategy of the marketing of Ningxia Mobile WeChat, and tries to find out the effective method to solve the problem through the actual analysis.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F626

【参考文献】