本文選題：微信 + 微信平臺�。� 參考：《黑龍江大學(xué)》2015年碩士論文

【摘要】：營銷無縫不入,尤其在日益發(fā)達(dá)的移動互聯(lián)網(wǎng)時代。微信,作為時下最受歡迎的一款社交類APP,它成功將人們線下(現(xiàn)實(shí))與線上(虛擬)生活完美對接,構(gòu)筑起一個雙向、私密、閉環(huán)的交流空間。這種連接的“強(qiáng)關(guān)系”屬性,及其信息傳播的及時、精準(zhǔn)性,都彰顯了它強(qiáng)大的營銷價(jià)值。于是乎,眾多企業(yè)紛紛轉(zhuǎn)戰(zhàn)微信平臺,以期在激烈的市場競爭中占據(jù)一席之地。微信儼然成功掀起了既微博之后,不同企業(yè)間的又一場無聲硝煙戰(zhàn)。與此同時,國內(nèi)關(guān)于微信營銷的理論研究也進(jìn)入了白熱化階段,學(xué)者多從微信自身的發(fā)展特征、騰訊微信的商業(yè)化態(tài)度、微信營銷的基本模式以及不同行業(yè)間企業(yè)應(yīng)該如何實(shí)施微信營銷等方面做出了大量研究。本文筆者通過對這些文獻(xiàn)資料地梳理發(fā)現(xiàn):當(dāng)前理論還缺乏對企業(yè)為何要實(shí)施微信營銷以及應(yīng)該如何規(guī)劃微信營銷的系統(tǒng)性研究。因此,本文立足于對微信平臺商業(yè)化潛力及其營銷價(jià)值的研究基礎(chǔ)之上,結(jié)合傳播學(xué)、市場營銷學(xué)、消費(fèi)者行為學(xué)以及社會學(xué)相關(guān)理論,闡述了企業(yè)實(shí)施微信營銷的現(xiàn)實(shí)可行性和理論可行性;進(jìn)而提出以微信公眾賬號為根據(jù),以顧客體驗(yàn)為出發(fā)點(diǎn)的企業(yè)微信營銷策略,試圖為將來的企業(yè)在微信平臺上布局營銷提供些許借鑒。
[Abstract]:Marketing seamless, especially in the increasingly developed era of mobile Internet. WeChat, as one of the most popular social apps, successfully docked people offline (reality) with online (virtual) life, building a two-way, private, closed-loop communication space. This kind of connection 'strong relation' attribute, and its information dissemination timely, accurate, all demonstrated its powerful marketing value. As a result, many enterprises have turned to WeChat platform, hoping to occupy a place in the fierce market competition. WeChat has been a success after the Weibo, another silent battle between different enterprises. At the same time, domestic theoretical research on WeChat marketing has also entered a white-hot stage. Scholars have mostly followed the development characteristics of WeChat itself and Tencent WeChat's commercial attitude. A great deal of research has been done on the basic mode of WeChat marketing and how to implement WeChat marketing among different industries. The author finds that the current theory lacks systematic research on why enterprises should implement WeChat marketing and how to plan WeChat marketing. Therefore, based on the research on the commercialization potential and marketing value of WeChat platform, this paper combines the theories of communication, marketing, consumer behavior and sociology. This paper expounds the practical and theoretical feasibility of the implementation of WeChat marketing in enterprises, and then puts forward the marketing strategy of WeChat based on WeChat public account and customer experience. This paper tries to provide some reference for the future enterprise layout marketing on WeChat platform.
【學(xué)位授予單位】：黑龍江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;G206

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