本文選題：泛家居企業(yè) + 微營(yíng)銷(xiāo)　； 參考：《金融經(jīng)濟(jì)》2016年24期

【摘要】：信息化社會(huì)和互聯(lián)網(wǎng)經(jīng)濟(jì),微博、微信、直播平臺(tái)等新興微營(yíng)銷(xiāo)工具異軍突起,打破了傳統(tǒng)媒介的傳播方式和傳播疆域,改變了大眾生活方式的同時(shí),也顛覆了企業(yè)傳統(tǒng)的營(yíng)銷(xiāo)手段。但是,目前對(duì)微營(yíng)銷(xiāo)的運(yùn)用主要集中在互聯(lián)網(wǎng)企業(yè)和具有一定品牌力的快消品企業(yè),傳統(tǒng)的泛家居企業(yè)由于自身行業(yè)屬性、消費(fèi)頻次等限制,導(dǎo)致對(duì)微營(yíng)銷(xiāo)的認(rèn)識(shí)不足,缺少基礎(chǔ)理論知識(shí)和系統(tǒng)性的規(guī)劃,導(dǎo)致品牌在發(fā)展過(guò)程中錯(cuò)失良機(jī)。本文從微營(yíng)銷(xiāo)發(fā)展趨勢(shì)分析,用戶行為分析,微信、微博、直播等微營(yíng)銷(xiāo)平臺(tái)分析入手,并在分析泛家居企業(yè)營(yíng)銷(xiāo)工作存在問(wèn)題的基礎(chǔ)上,提供泛家居企業(yè)微營(yíng)銷(xiāo)工作的思路和可行性策略,以此為泛家居企業(yè)的營(yíng)銷(xiāo)工作提供一定的價(jià)值參考。
[Abstract]:The information society and Internet economy, Weibo, WeChat, live broadcast platform and other new micro-marketing tools have suddenly emerged, breaking the traditional media communication mode and spread territory, changing the way of life of the public at the same time, It also subverts the traditional marketing methods of enterprises. However, at present, the use of micro-marketing is mainly focused on Internet enterprises and fast consumer goods enterprises with a certain brand power. Traditional pan-home enterprises, because of their own industry attributes, consumption frequency and other restrictions, lead to a lack of understanding of micro-marketing. Lack of basic theoretical knowledge and systematic planning, leading to the brand in the process of missed opportunities. This paper starts with the analysis of micromarketing development trend, user behavior analysis, WeChat, Weibo, live broadcast and so on, and analyzes the problems existing in the marketing work of pan-home enterprises. This paper provides the ideas and feasible strategies for the micro marketing of pan-home enterprises, which provides a certain value reference for the marketing work of pan-home enterprises.
【作者單位】： 杭州鴻雁電器有限公司;
【分類號(hào)】：F274;F724.6
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本文編號(hào)：2089736