本文選題：用戶 + 微信營(yíng)銷　； 參考：《山東師范大學(xué)》2017年碩士論文

【摘要】：近年來,微信軟件不斷更新與完善,它不僅成為用戶溝通交流的社交平臺(tái),也開始被越來越多的商家用來進(jìn)行營(yíng)銷。從尋找附近的人、搖一搖再到微信公眾號(hào)、朋友圈,商家基于微信用戶的使用情況,不斷創(chuàng)新微信營(yíng)銷的方式,引發(fā)了一波又一波微信營(yíng)銷熱潮。本研究共分為四個(gè)章節(jié),主要從理論的梳理、現(xiàn)狀呈現(xiàn)、特征分析、成因策略分析等幾個(gè)方面對(duì)微信營(yíng)銷進(jìn)行了研究。第一章主要闡述了微信和微信營(yíng)銷的相關(guān)理論,基于微信營(yíng)銷的現(xiàn)狀,總結(jié)出封閉環(huán)境下的點(diǎn)對(duì)點(diǎn)精準(zhǔn)營(yíng)銷、強(qiáng)關(guān)系下的情感與口碑營(yíng)銷、微信群的用戶聚焦和支付的便捷性、營(yíng)銷方式便利性和多樣化四個(gè)顯著特征。研究分析了微信對(duì)營(yíng)銷方式的變革:人際關(guān)系實(shí)現(xiàn)了突破、借助于技術(shù)的數(shù)據(jù)追蹤成為可能、服務(wù)方式實(shí)現(xiàn)質(zhì)的跨越。第二章重點(diǎn)分析了微信營(yíng)銷的方式及模式。研究總結(jié)了微信借助廣告、富媒體及體驗(yàn)活動(dòng)進(jìn)行營(yíng)銷的方式。在技術(shù)接受模型的基礎(chǔ)上引進(jìn)了信任和隱私等因素,提出了微信營(yíng)銷的技術(shù)接受模型。本研究還介紹了拉斯韋爾提出的“5W”傳播模式理論,從傳播者、傳播內(nèi)容、媒介、受眾、傳播效果、外界環(huán)境等傳播要素,構(gòu)建了微信營(yíng)銷的傳播模式。第三章基于“使用與滿足”理論對(duì)微信營(yíng)銷進(jìn)行探討,微信營(yíng)銷不僅可以滿足用戶的消費(fèi)需求,還可以與好友分享觀點(diǎn),構(gòu)建個(gè)人形象,滿足精神和心理上的需求。研究還通過問卷調(diào)查的方式獲知微信用戶對(duì)微信營(yíng)銷的情感態(tài)度及行為意愿,問卷主要分為四個(gè)部分:第一部分主要是對(duì)微信用戶基本情況的調(diào)查;第二部分主要是對(duì)用戶微信使用情況的調(diào)查,包括使用時(shí)長(zhǎng)、點(diǎn)擊頻率和使用功能等指標(biāo);第三部分主要是基于信源、傳播內(nèi)容、傳播渠道、傳播效果等方面進(jìn)行調(diào)查;第四部分采用李克特五級(jí)量表,調(diào)查了用戶對(duì)微信營(yíng)銷的態(tài)度問題,分析用戶的喜好程度。本次調(diào)查問卷對(duì)反饋結(jié)果做數(shù)據(jù)統(tǒng)計(jì)分析,主要目的是獲取微信用戶對(duì)微信營(yíng)銷的評(píng)價(jià)反饋信息,總結(jié)微信營(yíng)銷的經(jīng)驗(yàn),發(fā)現(xiàn)微信營(yíng)銷主體在微信營(yíng)銷中存在的問題,完善相關(guān)理論,為日后商家的微信營(yíng)銷活動(dòng)提供借鑒和參考。第四章提出了微信營(yíng)銷中存在的問題,通過列舉大量真實(shí)可靠的案例,總結(jié)其經(jīng)驗(yàn)教訓(xùn),在傳播策略層面和技術(shù)策略層面為微信營(yíng)銷主體提出可行化的建議。在傳播策略層面,主要提出以下建議:微信公眾號(hào)和微信朋友圈有效結(jié)合;明確定位,注重內(nèi)容與形式的創(chuàng)新;線上互動(dòng)與線下活動(dòng)相結(jié)合;跨媒介發(fā)揮意見領(lǐng)袖的作用;品牌營(yíng)銷應(yīng)該堅(jiān)守底線。技術(shù)策略層面提出了三個(gè)建議:完善在線支付系統(tǒng),確保信息真實(shí)性和安全性;建立強(qiáng)大的CRM客戶管理系統(tǒng),增強(qiáng)客戶黏度;利用微社區(qū)等外部工具促進(jìn)微信營(yíng)銷。目前,微信營(yíng)銷已經(jīng)被很多用戶認(rèn)可,微信公眾號(hào)數(shù)目繁多,質(zhì)量參差不齊,國(guó)內(nèi)只有少數(shù)的企業(yè)在微信營(yíng)銷傳播手段方面取得了成功,大部分企業(yè)依然找不到適合自身發(fā)展的微信營(yíng)銷策略。事實(shí)證明,只有那些能夠充分發(fā)揮微信營(yíng)銷的傳播價(jià)值,抓住用戶需求的營(yíng)銷者,才能夠站在勝利的制高點(diǎn)。
[Abstract]:In recent years, WeChat software has been updated and perfected. It has not only become a social platform for users to communicate and communicate, but also has been used by more and more businessmen to carry out marketing. From the search for nearby people, it will shake to WeChat public number, friend circle, business based on the use of WeChat users, and constantly innovate the way of WeChat marketing, which has triggered a wave. Another wave of WeChat marketing upsurge. This study is divided into four chapters, mainly from the theory of combing, present situation, characteristic analysis, genetic strategy analysis and other aspects of WeChat marketing. The first chapter mainly expounds the related theories of WeChat and WeChat marketing, based on the status of WeChat marketing, and summarizes the point to point under the closed environment. Precision marketing, strong relationship of emotion and word of mouth marketing, WeChat group's user focus and the convenience of payment, marketing convenience and diversification of the four significant characteristics. Research and analysis of WeChat's marketing change: the interpersonal relationship has achieved a breakthrough, with the help of technical data tracking to become possible, the service way to achieve a qualitative leap. The two chapter focuses on the analysis of the mode and mode of WeChat marketing. The research summarizes the marketing ways of WeChat with the aid of advertising, rich media and experience activities. On the basis of the technology acceptance model, it introduces the factors of trust and privacy, and puts forward the technology acceptance model of WeChat marketing. This study also introduces the "5W" spread proposed by Lasswell. Model theory, from disseminator, communication content, media, audience, communication effect, external environment and other communication factors, build the marketing mode of WeChat marketing. The third chapter is based on the theory of "use and satisfaction" to explore WeChat marketing, WeChat marketing can not only meet the consumer's consumption needs, but also share views with friends and build personal shape. To meet the spiritual and psychological needs. The research has also learned the emotional attitude and willingness of WeChat users to WeChat marketing through a questionnaire survey. The questionnaire is divided into four parts: the first part is mainly the investigation of the basic situation of WeChat users; the second part is mainly the investigation of the user's use of WeChat, including the use of WeChat. Time length, click frequency and use function and other indicators; the third part is mainly based on sources, communication content, communication channels, transmission effect and other aspects of investigation. The fourth part uses the likt five scale scale, investigates the user's attitude to WeChat marketing and analyzes users' preferences. This questionnaire makes data series on feedback results. The main purpose of the analysis is to obtain the feedback information from WeChat users to WeChat marketing, to summarize the experience of WeChat marketing, to find out the problems existing in the WeChat marketing subject in WeChat marketing, to improve the relevant theories, and to provide reference and reference for the marketing activities of future merchants. The fourth chapters put forward the existing problems in the marketing and through the problems in the marketing. Enumerating a large number of real and reliable cases, summarizing their experiences and lessons, putting forward feasible suggestions for the WeChat marketing subject in the communication strategy level and technical strategy level. In the communication strategy level, the following suggestions are put forward: the effective combination of the WeChat public number and the WeChat circle of friends; the clear orientation, the innovation of the content and form; the online interaction and line. Play a combination of activities; play the role of an opinion leader across the media; brand marketing should stick to the bottom line. Three suggestions are put forward at the technical level: improving the online payment system, ensuring information authenticity and security; building a powerful CRM customer management system to enhance customer viscosity; and promoting WeChat marketing by using external tools such as micro communities. WeChat marketing has been recognized by many users, the number of WeChat public numbers, the quality of uneven, only a small number of enterprises in the country have achieved success in the marketing of WeChat, most enterprises still can not find suitable for their own development of the WeChat marketing strategy. In fact, only those who can make full use of the marketing of WeChat. Value, seize the user needs of the marketer, can stand at the commanding height of victory.

【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206-F

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