A百货公司微信公众平台构建及推广策略研究

发布时间：2019-06-27 13:31

【摘要】：微信自2011年1月推出以来,用户数量飞速增长,已成为主流社交媒体之一。微信公众平台于2012年8月正式推出后已成为企业营销推广及客户服务的又一重要途径,为企业加强品牌推广、实现精准营销、增强客户满意度开辟了新的道路。近年来,我国传统百货零售行业在电子商务的巨大冲击下,已逐渐丧失行业竞争优势。A百货公司作为传统百货零售行业的代表,在当前资源优势不断弱化、网购零售电商平台兴起的大环境下,其经营模式和企业发展受到前所未有的挑战和冲击,迫切需要通过构建微信公众平台,改变企业营销理念,贴近用户需求,打通线上线下销售渠道,实现企业经营利润的增长。本文以A百货企业微信公众平台的构建及推广策略为研究对象,首先介绍了微信以及微信公众平台特点和发展趋势;在分析A百货公司概况的基础上,对其构建微信公众平台进行SWOT分析,总结出其构建微信公众平台的必要性;然后运用访谈方法定性研究了A百货公司工作人员对微信公众平台的需求,运用调查问卷方法实证研究了公司客户对微信公众平台构建的需求和建议;从标准、服务、要素及功能等方面分析了微信公众平台的架构,从客户端和后台管理两方面设计了平台的功能和界面;最后结合行业特点及客户需求,提出了微信公众平台的推广策略。
[Abstract]:Since the introduction of WeChat in January 2011, the number of users has grown rapidly and has become one of the mainstream social media. The WeChat public platform, launched in August,2012, has become another important way of enterprise marketing promotion and customer service. It opens up a new way for enterprises to strengthen brand promotion, realize accurate marketing and enhance customer satisfaction. In recent years, the retail industry of traditional department stores in China has gradually lost the competitive advantage of the industry under the great impact of e-commerce. A department store, as the representative of the traditional department store and retail industry, has been weakened in the current resource advantage, and the business model and enterprise development of the online shopping retail e-commerce platform have been challenged and impacted with unprecedented challenges and impact, and it is urgent to build the WeChat public platform. Change the marketing idea of the enterprise, close to the user's demand, get through the sales channel under the line, and realize the growth of the enterprise's operating profit. In this paper, the characteristics and development trend of WeChat and WeChat public platform are introduced in the paper. The characteristics and development trend of WeChat and WeChat public platform are introduced in this paper. Based on the analysis of the general situation of A department store, the paper makes a SWOT analysis on the construction of the WeChat public platform. This paper summarizes the necessity of constructing the WeChat public platform, then uses the interview method to qualitatively study the demand of the staff of the department store on the public platform of WeChat, and uses the method of questionnaire to study the needs and suggestions of the company's customers on the construction of the WeChat public platform; and from the standard and the service, The paper analyzes the structure of the public platform of WeChat, and designs the function and interface of the platform from the client and the background management. Finally, the promotion strategy of the WeChat public platform is put forward in the light of the characteristics of the industry and the customer's demand.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F721;F274

【参考文献】