本文選題：沈陽 + 大型商場　； 參考：《遼寧大學》2015年碩士論文

【摘要】：近兩年微信營銷隊伍不斷的壯大,其發(fā)展的迅速程度受到各界的關注。而微信版本功能不斷的推陳出新,更為各大商場微信營銷的運用提供了一條可持續(xù)發(fā)展的新思路。本文用案例分析法和文本分析法并借助經濟學等跨學科知識,將經濟學中的市場營銷學與傳播學中的廣告?zhèn)鞑ビ行У慕Y合了起來。通過案例,對沈陽大型商場微信營銷作出判斷和比較,力圖以大型商場微信營銷方向為著力點,為沈陽大型商場的微信營銷提供一條可行的實施策略。本文以沈陽大型商場營銷活動為中心,從微信營銷角度進行了詳盡而系統(tǒng)的研究。第一部分筆者對媒介營銷、媒體服務于市場等方面進行了創(chuàng)新性的研究,闡述了沈陽大型商場微信營銷的概念、微信營銷的優(yōu)勢、微信功能在沈陽大型商場營銷中的運用。第二大部分對沈陽大型商場意見領袖營銷模式、病毒營銷模式、深度營銷模式結合案例分析。第三大部分剖析了市場細分難、粉絲黏度性差、缺乏專業(yè)微信營銷策劃人員、目標客戶少、營銷效果不顯著、用戶安全存在風險,這六大現(xiàn)存問題。第四大部分,提出了以上現(xiàn)存問題的合理的應對策略。沈陽大型商場先后打造自身的微信營銷平臺,試圖通過微信營銷開啟他們邁向成功的另一扇門。然而各大商場在微信營銷的運用中存在的問題,是值得研究和分析的,這樣才能使沈陽大型商場的微信營銷之路更加穩(wěn)定有序,最終達到商業(yè)盈利的目的。
[Abstract]:In the past two years, WeChat marketing team has been growing, and the rapid development of WeChat has attracted attention from all walks of life. But the WeChat version function unceasingly promotes the old and new, moreover each big market WeChat marketing application has provided a sustainable development new thought. In this paper, case analysis, text analysis and other interdisciplinary knowledge of economics are used to effectively combine marketing in economics with advertising in communication. Through the case study, the author makes a judgment and comparison on the WeChat marketing of Shenyang shopping mall, and tries to take the WeChat marketing direction of the large-scale shopping mall as the focus, and provides a feasible implementation strategy for the WeChat marketing of the large shopping mall in Shenyang. Based on the marketing activities of Shenyang shopping mall, this paper makes a detailed and systematic study from the perspective of WeChat marketing. In the first part, the author has carried on the innovative research to the media marketing, the media service in the market and so on, elaborated the Shenyang large-scale shopping mall WeChat marketing concept, the WeChat marketing superiority, the WeChat function in Shenyang large-scale market marketing application. The second part is a case study of the opinion leader marketing model, virus marketing model and depth marketing model of Shenyang shopping mall. The third part analyzes the difficulties of market segmentation, poor fan viscosity, lack of professional WeChat marketing planners, less targeted customers, marketing effect is not significant, user security risks, these six existing problems. The fourth part, has proposed the above extant question reasonable countermeasure. Shenyang shopping malls have built their own WeChat marketing platform, trying to open another door to their success through WeChat marketing. However, the problems existing in the application of WeChat marketing are worthy of study and analysis, so as to make the path of WeChat marketing in Shenyang shopping mall more stable and orderly, and finally achieve the purpose of commercial profit.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206-F

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本文編號：1997710