酷豆派亲子生活平台2016-2017年度系列评选活动总体方案

发布时间：2017-12-31 07:27

本文关键词：酷豆派亲子生活平台2016-2017年度系列评选活动总体方案　出处：《浙江大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着微信的日渐普及,越来越多的企业开始重视微信营销。伴随着精准营销概念的引入以及即时营销研究的不断深入,点对点精准营销已经成为微信营销的独特优势。吾儿网也急需一系列营销活动改变现状,所以策划包装了一系列大赛形式的营销活动。本方案根据微信4.0版本推出的社交分享式的"开放平台"和"朋友圈"的设计,运用产品策略、价格策略、促销策略,特别引入了大赛的投票活动、产品的线上砍价活动和拼团活动等;根据020+二维码的微信营销渠道,在活动宣传推广中特别设计了带二维码的活动海报;根据微信社群用户特点,在活动方案设计中以"意见领袖型"营销推广策略、病毒式推广策略、图片营销策略为指导。该方案的设计,是基于对微信营销策略、微信营销的特点、微信营销的渠道的了解,并考虑了吾儿网的现实状况。本文主要包括引言、作品阐述和吾儿网年度系列评选活动总体方案三个方面。引言主要介绍了微信营销的背景及方案中引用的理论;作品阐述主要介绍了方案设计背景、方案简介、方案设计目标和理念、方案实施效果及方案创新与反思。吾儿网年度系列评选活动总体方案主要包括六个章节,前五章介绍了系列活动的总体要求,第六章是系列活动的具体执行方案。
[Abstract]:With the increasing popularity of WeChat, more and more enterprises begin to pay attention to WeChat marketing. Point-to-peer precision marketing has become a unique advantage of WeChat marketing. We also urgently need a series of marketing activities to change the status quo. So we planned and packaged a series of competition marketing activities. According to WeChat 4.0 version of the social sharing "open platform" and "Moments" design, the use of product strategy, price strategy. Promotion strategies, especially the introduction of the big game voting activities, product online bargaining activities and group activities and so on; According to the WeChat marketing channel of 020 QR code, the activity poster with QR code is specially designed in the campaign promotion. According to the characteristics of users in WeChat community, "opinion leader" marketing promotion strategy, virus promotion strategy and picture marketing strategy are used as the guidance in the design of the activity scheme. The design of the scheme is based on the marketing strategy of WeChat. WeChat marketing characteristics, WeChat marketing channels to understand, and consider the reality of our children's network. This article mainly includes an introduction. The introduction mainly introduces the background of WeChat marketing and the theory cited in the scheme. The work mainly introduces the background of the project design, the brief introduction of the scheme, the goal and idea of the scheme design, the effect of the scheme implementation, the innovation and reflection of the scheme. The overall scheme of the annual series of activities of our network mainly includes six chapters. The first five chapters introduce the general requirements of the series of activities. Chapter 6th is the specific implementation plan of the series activities.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

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