微信营销策略毕业论文

山东建筑大学毕业论文本科毕业论文题目：企业微信营销策略及发展前景的研究院（部）：商学院专业：市场营销班级：营销112姓名：张春婷学号：2011091468指导教师：孙博完成日期：2015.6.14山东建筑大学毕业论文I目录摘要.................................................................................................................IIIABSTRACT.........................................................................................................IV1前言..................................................................................................................11.1选题背景................................................................................................11.2研究意义................................................................................................11.3文献综述.................................................................................................32企业微信营销的方式及特点.............................................................................32.1微信营销的概念.....................................................................................42.2企业微信营销的方式.............................................................................42.2.1“漂流瓶”营销方式...............................42.2.2”附近的人”营销方式..............................52.2.3“朋友圈+开放链接”营销方式.......................52.2.4“二维码扫描”营销方式............................62.2.5“微信公众平台”营销方式..........................62.2.6“微信开店”营销方式..............................72.3微信营销的特点.....................................................................................72.3.1节省营销成本.....................................72.3.2一对一的精准营销..................................82.3.3潜在客户数量大...................................82.3.4目标定位准确.....................................82.3.6营销模式多种多样..................................8山东建筑大学毕业论文II3企业微信营销现状及存在的问题.....................................................................93.1企业微信营销发展现状.........................................................................93.2适合开展微信营销的企业——以行业划分.........................................93.3企业微信营销存在问题.......................................................................113.3.1微信营销平台不够完善.............................113.3.2信息推送阅读率低，企业的关注方式较为被动.........113.3.3微信的粉丝活跃度明显低，大多数微信公众账号并没有承担客服的作用..........................................123.3.4病毒式的信息大量传播.............................123.3.5用户隐私安全受到威胁.............................123.3.6公众帐号推广困难，粉丝积累速度慢.................134企业微信营销的策略......................................................................................134.1完善微信营销平台..............................................................................134.2加强网络监管，保护用户权益..........................................................144.3注重与消费者互动..............................................................................144.4加大公众帐号的推广力度..................................................................144.5与实体店同步经营..............................................................................154.6企业应重视微信营销的开展..............................................................155企业微信营销的发展前景..............................................................................156结论...............................................................................................................17谢辞...................................................................................................................17参考文献.............................................................................................................18山东建筑大学毕业论文III摘要随着智能手机的普及，微信作为一种新型的社交方式，改变了人们的生活。微信的及时沟通、准确的定位以及二维码扫描等功能能够帮助企业实现一对一的精准营销，企业通过对微信营销的方式、影响力和微信营销的覆盖面积的研究，从而探索微信营销中的消费者行为，以及微信营销的客户的开发与维持，也为微信营销更好的了解目标客户及需求而更上一个台阶。当然，在微商兴起的时代，微信营销的方式、产生问题以及解决策略也引起了大家对于微信营销行业的前景担忧。在瞄准微信营销商机的同时，更应该结合企业本身的行业、特点、消费者定位等条件，制定合理的营销策略。在当前阶段，微信营销是一个不太成熟的营销模式，营销过程会产生多方面问题，企业应在解决问题的基础上开拓更广泛的营销思路，为微商行业的发展谋取门路。关键词：微信：微信营销；发展前景山东建筑大学毕业论文IVWeChatmarketingstrategyanddevelopmentprospectofresearchABSTRACWiththepopularityofsmartphones,WeChatasanewwayofsocial,changedpeople'slife.WeChattimelycommunication,accuratepositioning,andthefunctionsuchasqrcodescanningcanhelpenterprisestorealizepoint-to-pointprecisemarketing,enterprisesthroughthewayofWeChatmarketing,influenceandWeChatmarketingcoverageareaofresearch,soastoexploreWeChatconsumerbehaviorinmarketing,aswellasWeChatcustomerdevelopmentandmaintenanceofmarketing,marketingforWeChatalsobetterunderstandthetargetcustomerdemandandmoreonastage.Theeraoftheriseis,ofcourse,WeChatmarketingway,theproblemsandsolutionstrategyhascausedpeopleconcernabouttheprospectsforWeChatmarketingindustry.AimedatWeChatmarketingopportunitiesatthesametime,itshouldbecombinedwiththeindustryandcharacteristicsoftheenterpriseitself,consumerorientation,makerationalmarketingstrategies.Inthecurrentstage,WeChatmarketingisalessmaturemarketingmodel,marketingprocesswillproducemanyproblems,enterprisesshouldinsolvingtheproblemonthebasisofthedevelopmentofbroadermarketingideas,seekthewayforthedevelopmentofthederivativeindustry.Keywords:microchannel:microchannelmarketing;developmentprospects山东建筑大学毕业论文11前言1.1选题背景微信是腾讯公司于2011年1月21日推出的一个为智能终端提供即时通讯服务的免费应用程序。微信跨越通信运营商和操作系统平台，支持通过网络快速发送免费的（需消耗少量网络流量）语音短信、视频、图片和文字。同