【摘要】：隨著互聯(lián)網(wǎng)時(shí)代的來(lái)臨,人們都在感慨微博和微信的影響力真的是“微”力無(wú)邊,商機(jī)無(wú)限。移動(dòng)互聯(lián)網(wǎng)時(shí)代的到來(lái)和網(wǎng)絡(luò)消費(fèi)的流行趨勢(shì),促使各種網(wǎng)絡(luò)營(yíng)銷(xiāo)方式的誕生,使得網(wǎng)購(gòu)的市場(chǎng)規(guī)模變得越來(lái)越大,人們的需求也隨之變的很多樣化。目前,在國(guó)內(nèi)個(gè)人微信的注冊(cè)用戶(hù)已經(jīng)超過(guò)了8億,300萬(wàn)家企業(yè)進(jìn)入到騰訊公共微信平臺(tái),其中有100多家擁有百萬(wàn)級(jí)的聽(tīng)眾數(shù)量�；旧厦恳徊恐悄苁謾C(jī)都會(huì)安裝微信,滲透率高達(dá)98%以上。微信營(yíng)銷(xiāo)已然成為一種全新的銷(xiāo)售模式。遵循相關(guān)策略,與多種模式的網(wǎng)絡(luò)媒體共同發(fā)揮作用,從而對(duì)系統(tǒng)展開(kāi)有效管理,使線(xiàn)上與線(xiàn)下的溝通更加便捷,更利于強(qiáng)化顧客關(guān)系,在最大程度上實(shí)現(xiàn)客戶(hù)價(jià)值。當(dāng)下,化妝品網(wǎng)絡(luò)營(yíng)銷(xiāo)盛行之風(fēng)與日俱增,具有悠久歷史的XFC化妝品有限公司在營(yíng)銷(xiāo)策略、模式等多個(gè)方面還處于傳統(tǒng)狀態(tài),無(wú)法滿(mǎn)足現(xiàn)代網(wǎng)絡(luò)營(yíng)銷(xiāo)的全新需要。本文以XFC化妝品有限公司作為研究對(duì)象,將著眼點(diǎn)落在該公司微信營(yíng)銷(xiāo)策略方面,分析微信營(yíng)銷(xiāo)模式的優(yōu)勢(shì)與弊端,探索如何運(yùn)用微信平臺(tái),從實(shí)際出發(fā),打造特色經(jīng)營(yíng)方式,為XFC化妝品有限公司與新時(shí)代市場(chǎng)接軌,擴(kuò)大客戶(hù)量,展開(kāi)有效銷(xiāo)售,獲得可持續(xù)性發(fā)展,提出應(yīng)對(duì)策略。希望通過(guò)本文的研究,能夠?yàn)樵摴镜陌l(fā)展拓寬路徑,貢獻(xiàn)微薄之力,同時(shí)也為其他公司依托微信平臺(tái),拓展銷(xiāo)售途徑提供借鑒。
[Abstract]:With the advent of the Internet era, people are feeling Weibo and WeChat's influence is really "micro" power boundless, unlimited business opportunities. With the arrival of the mobile Internet era and the popular trend of network consumption, the birth of various network marketing methods makes the market scale of online shopping become more and more large, and the demand of people becomes very diverse. Currently, more than 800 million registered users of personal WeChat in China have entered Tencent's public WeChat platform, including more than 100 million listeners. WeChat is installed on almost every smartphone, with a penetration rate of more than 98%. WeChat marketing has become a brand-new sales model. Following the relevant strategies and working together with various modes of network media, the system can be managed effectively, and the communication between online and offline will be more convenient, which will help to strengthen customer relationship and realize customer value to the greatest extent. Nowadays, the popularity of cosmetics online marketing is increasing. XFC Cosmetics Co., Ltd. has a long history in marketing strategy, mode and other aspects are still in a traditional state, can not meet the new needs of modern network marketing. This paper takes XFC Cosmetics Co., Ltd. as the research object, focuses on the marketing strategy of WeChat, analyzes the advantages and disadvantages of WeChat marketing mode, and explores how to use the WeChat platform to create the characteristic management mode from the actual situation. For XFC Cosmetics Co., Ltd. to connect with the new era market, expand customer volume, launch effective sales, obtain sustainable development, put forward countermeasures. Through the research of this paper, I hope to broaden the development of the company path, contribute to the modest strength, but also for other companies to rely on WeChat platform, expand sales channels to provide reference.
【學(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.72

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