本文關(guān)鍵詞：新媒體語境下微信營(yíng)銷策略研究　出處：《曲阜師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：新媒體微博自從出現(xiàn)后就吸引了各商家的眼球,眾企業(yè)在微博上進(jìn)行信息傳遞和投放,取得了可觀的效果,微博也成為了企業(yè)和商家進(jìn)行新媒體營(yíng)銷的代表。但是隨著2011年微信的誕生,微博這一地位逐漸被微信取代。雖然只有幾年的發(fā)展時(shí)間,微信已經(jīng)成為移動(dòng)互聯(lián)網(wǎng)領(lǐng)域重要的即時(shí)通訊軟件之一,其優(yōu)越的營(yíng)銷傳播價(jià)值使其成為新媒體營(yíng)銷的典型代表。微信具有的傳播及時(shí)、投放精準(zhǔn)和病毒性擴(kuò)散等特點(diǎn),吸引了各大小企業(yè),商家紛紛將目光轉(zhuǎn)向微信,獲得極大的利益,更日益凸顯了微信在營(yíng)銷方面的優(yōu)勢(shì)。雖然微信已經(jīng)被大眾接受,以微信為營(yíng)銷手段進(jìn)行企業(yè)品牌推廣和產(chǎn)品銷售的企業(yè)也不在少數(shù),但是微信作為一種新生媒體,對(duì)微信本身的研究理論本就不成熟,對(duì)其營(yíng)銷策略和方法的探析更不完善,無論是微信還是微信營(yíng)銷,仍缺乏系統(tǒng)的理論研究,所以很多企業(yè)雖然嘗試了微信營(yíng)銷,卻依然在微信營(yíng)銷的道路上找不到合適的發(fā)展方法,效果也參差不齊。本文通過分析微信的傳播特點(diǎn)和當(dāng)前的微信營(yíng)銷模式以及存在的利弊問題,提出微信營(yíng)銷在新時(shí)期的發(fā)展思路,旨在為企業(yè)找到適合自身發(fā)展的營(yíng)銷策略提供可鑒之驗(yàn),促進(jìn)企業(yè)自身的發(fā)展和壯大。本文共有四章,首先對(duì)國(guó)內(nèi)外有關(guān)微信和微信營(yíng)銷的研究狀況做了總結(jié),闡明了本文的研究意義和研究方法。第二章從微信的定義和特點(diǎn)出發(fā),結(jié)合微信的發(fā)展歷程,分析了微信的傳播特點(diǎn)和傳播價(jià)值。微信(WeChat)是由騰訊公司于2011年1月21日推出的支持Android、IOS、Symbian等多種系統(tǒng)的,可以快速發(fā)送語音短信、視頻、圖片和文字的跨平臺(tái)的移動(dòng)即時(shí)通訊軟件。在傳播平臺(tái)、人際關(guān)系傳送和傳播費(fèi)用等方面獨(dú)具特色,可以多元化的傳播個(gè)人及企業(yè)信息,將信息進(jìn)行即時(shí)性傳播,實(shí)施精準(zhǔn)定位,建立以用戶關(guān)系為核心的點(diǎn)對(duì)點(diǎn)傳播機(jī)制。因而對(duì)企業(yè)和個(gè)人都具有極大的傳播價(jià)值。第三章對(duì)微信營(yíng)銷的營(yíng)銷模式和利弊進(jìn)行了詳細(xì)分析。從營(yíng)銷傳播的角度看微信營(yíng)銷模式有五種:基于LBS的用戶簽名檔——廣告植入營(yíng)銷模式,提高企業(yè)知名度的漂流瓶——品牌營(yíng)銷方式,打造忠實(shí)客戶群的O2O二維碼掃描——折扣營(yíng)銷方式,微信公眾平臺(tái)+開放平臺(tái)+朋友圈——口碑營(yíng)銷方式,企業(yè)和用戶雙贏的搶紅包——病毒營(yíng)銷方式。對(duì)微信營(yíng)銷利弊的分析也是從這五種營(yíng)銷模式出發(fā),微信營(yíng)銷傳播的優(yōu)點(diǎn)主要是方便,快捷,精準(zhǔn)度高。第四章提出了微信營(yíng)銷的三個(gè)原則,對(duì)建立微信法制機(jī)制提出想法和意見,并結(jié)合當(dāng)下流行的營(yíng)銷方法,將其與微信相結(jié)合,推陳出新提出新的微信營(yíng)銷發(fā)展思路,為企業(yè)進(jìn)行微信營(yíng)銷提供借鑒。
[Abstract]:Since the emergence of new media micro-blog after it attracted the merchant's eye, all enterprise information transfer and put on micro-blog, and achieved considerable results, micro-blog has become the enterprises and businesses are representative of new media marketing. But with the advent of WeChat in 2011, the position of micro-blog has been replaced by WeChat. Although the development time only a few years, WeChat has become one of the important field of mobile Internet instant messaging software, the superior value of marketing communication has become a typical representative of the new media marketing. WeChat has spread in time, characteristics of running precise and viral spread, attracted the size of enterprises, businesses have turned to WeChat, great the benefit of more increasingly highlights the advantage of WeChat in marketing. Although WeChat has been accepted by the masses, to WeChat for marketing brand promotion and product sales A few of the enterprises, but WeChat as a new media, the theoretical research of WeChat itself is not mature, the analysis of its marketing strategy and the method is not perfect, either WeChat or WeChat marketing, is still a lack of systematic theoretical research, although so many companies try WeChat marketing, but still in the WeChat marketing on the road to find the development of appropriate methods and the effect is uneven. This paper spread through analysis of the characteristics of WeChat and the WeChat marketing mode and the advantages and disadvantages of existing problems, put forward the WeChat marketing in the development of ideas in the new era, aiming to provide reference experience for enterprises to find suitable for the development of their own marketing strategy. To promote enterprise development and expansion. This paper consists of four chapters, the first at home and abroad on the WeChat and WeChat marketing research status is summarized, the research significance and research methods of this paper. The second chapter from the definition and characteristics of WeChat's departure, combined with the development of WeChat, analyzes the propagation characteristics and the value of WeChat. WeChat (WeChat) launched by the Tencent Inc in January 21, 2011 to support the Android, IOS, Symbian and other systems, can quickly send voice messages, video, pictures and text of the cross platform mobile instant messaging software. In interpersonal communication platform, transmission and communication costs and other aspects of the unique characteristics, dissemination of personal and corporate information can be diversified, the information real-time transmission, the implementation of precise positioning, to establish customer relationship as the core point to point communication mechanism. Thus it has great value to spread to businesses and individuals. A detailed analysis of the third chapter marketing mode and the advantages and disadvantages of WeChat marketing. From the perspective of marketing WeChat marketing mode has five kinds: LBS based user signature: Advertising marketing model, to improve the visibility of corporate brand marketing: bottles, build a loyal customer base of O2O dimensional code scanning discount marketing, WeChat public platform + open platform + circle of friends, word-of-mouth marketing, win-win enterprises and users to grab the red - virus marketing. Analysis of the advantages and disadvantages of WeChat marketing is the departure from the five kinds of marketing mode, the advantages of WeChat marketing communication is convenient, fast, high precision. The fourth chapter puts forward three principles of the WeChat marketing, to put forward ideas and opinions to establish WeChat legal mechanism, combined with the current popular marketing method, combined with the WeChat, WeChat proposed marketing innovation the new thinking of development, WeChat marketing provide a reference for enterprises.

【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F

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