本文選題：微信　切入點(diǎn)：營銷創(chuàng)新　出處：《西北大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：目前國內(nèi)航空業(yè)由于運(yùn)力增長高于客源增長、客源需求發(fā)生明顯的分層變化等因素,航空公司之間競爭壓力不斷增強(qiáng),航空公司的營銷創(chuàng)新越發(fā)重要。微信營銷方法應(yīng)用體系的建立,將成為航空公司實(shí)現(xiàn)營銷創(chuàng)新能力提升、獲取移動(dòng)互聯(lián)市場競爭優(yōu)勢的重要方法之一。 本文使用營銷最常用的4P理論、服務(wù)營銷的7P理論以及客戶為中心的4C理論等作為通用理論基礎(chǔ),并充分融合微信營銷的行業(yè)應(yīng)用研究。使用文獻(xiàn)法、訪談法、問卷法、數(shù)據(jù)收集與分析法、評價(jià)指標(biāo)體系驗(yàn)證等手段,對山東航空公司應(yīng)用微信進(jìn)行營銷進(jìn)行研究,具體從營銷產(chǎn)品體系設(shè)計(jì)、微信營銷體系設(shè)計(jì)、微信營銷體系實(shí)施與部署等幾個(gè)部分展開。論文根據(jù)通用營銷理論和微信相關(guān)的行業(yè)應(yīng)用,結(jié)合山東航空公司的營銷現(xiàn)狀和目標(biāo)初步設(shè)計(jì)出山東航空公司微信營銷產(chǎn)品體系,然后依據(jù)該產(chǎn)品體系展開微信營銷體系設(shè)計(jì)以及實(shí)施與部署的研究。通過訪談、問卷等方式實(shí)現(xiàn)數(shù)據(jù)收集分析,對之前根據(jù)理論搭建的體系模型進(jìn)行驗(yàn)證和修訂,最終得出了較為完善的山東航空公司微信營銷體系。 本論文通過對以微信為代表的社交媒體相關(guān)理論和實(shí)踐的探索,初步形成國內(nèi)航空公司垂直業(yè)務(wù)領(lǐng)域如何建立起微信營銷產(chǎn)品體系的新型理念。對國內(nèi)航空企業(yè)進(jìn)行微信營銷體系建立所需要把握的核心要素點(diǎn)進(jìn)行總結(jié),嘗試探索出一個(gè)利用新興移動(dòng)互聯(lián)網(wǎng)產(chǎn)品來豐富完善航空公司自身營銷體系建設(shè)提供發(fā)展方向的借鑒。
[Abstract]:At present, due to factors such as higher capacity growth than passenger source growth and obvious stratification of passenger demand in the domestic aviation industry, competition pressure among airlines is constantly increasing. The establishment of the application system of WeChat marketing method will become one of the important methods for airlines to improve their marketing innovation ability and gain the competitive advantage of mobile internet market. This paper uses the most commonly used 4P theory of marketing, the 7p theory of service marketing and the customer-centered 4C theory as the general theoretical basis, and fully integrates the industry application research of WeChat marketing, using literature method, interview method, questionnaire method, etc. By means of data collection and analysis, evaluation index system verification, and so on, this paper studies the application of WeChat in Shandong Airlines marketing, including the design of marketing product system, the design of WeChat marketing system, and the design of WeChat marketing system. According to the general marketing theory and the application of WeChat related industries, combining the current marketing situation and target of Shandong Airlines, the paper preliminarily designs the marketing product system of Shandong Airlines WeChat. Then according to the product system, WeChat marketing system design and implementation and deployment research. Through interviews, questionnaires and other ways to achieve data collection and analysis, to verify and revise the previous system model built according to the theory. Finally, a more complete Shandong Airlines WeChat marketing system. This paper explores the theory and practice of social media represented by WeChat. Initially forming a new concept of how to establish the WeChat marketing product system in the vertical business field of domestic airlines, and summarizing the core elements needed to be grasped in the establishment of the WeChat marketing system for domestic aviation enterprises. Try to explore a new mobile Internet products to enrich and improve the airline's own marketing system to provide a reference for the development direction.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F562.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 王夏;;基于微信的新型營銷模式與策略[J];管理觀察;2013年22期

2 陳丙成;;從微信營銷透視民航營銷法則[J];中國民用航空;2013年05期

3 龍亞平;;微信營銷——基于SoLoMo的應(yīng)用[J];商場現(xiàn)代化;2013年22期

4 吳勇毅;;讓微信CRM成為營銷新銳器[J];信息與電腦;2013年11期

，

本文編號：1594828