本文選題：農(nóng)業(yè)企業(yè) + 微信營(yíng)銷�。� 參考：《海南大學(xué)》2015年碩士論文

【摘要】：微信是騰訊公司推出的以智能終端為載體,為用戶提供免費(fèi)通訊服務(wù)的即時(shí)通訊軟件。微信以其低成本、高送達(dá)率、強(qiáng)關(guān)系等特點(diǎn),迅速成為企業(yè)管理者青睞的社會(huì)化媒體營(yíng)銷方式。但是,在目前的微信營(yíng)銷過程中卻存在著企業(yè)管理者對(duì)微信營(yíng)銷效果重要性的認(rèn)識(shí)程度不高,國(guó)內(nèi)外學(xué)者對(duì)企業(yè)微信營(yíng)銷效果的研究不足等問題。在企業(yè)營(yíng)銷效果評(píng)估體系的構(gòu)建中,多數(shù)企業(yè)依舊沿用傳統(tǒng)的評(píng)估方法,用財(cái)務(wù)指標(biāo)作為衡量企業(yè)營(yíng)銷效果的標(biāo)桿,從而忽視了消費(fèi)者在營(yíng)銷過程中的關(guān)鍵性作用,因此,本文在分析研究網(wǎng)絡(luò)營(yíng)銷、社會(huì)化媒體營(yíng)銷、農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷、微博營(yíng)銷等相關(guān)理論的基礎(chǔ)上,通過分析微信的傳播方式、傳播特點(diǎn)及微信營(yíng)銷的模式,以整合營(yíng)銷傳播理論為基礎(chǔ),基于AESAR模型提出了衡量企業(yè)微信營(yíng)銷效果的變量指標(biāo)體系。 本文以10家農(nóng)業(yè)企業(yè)微信公眾平臺(tái)的后臺(tái)數(shù)據(jù)作為數(shù)據(jù)來源,以因子分析法為演算方法,通過SPSS17.0軟件對(duì)數(shù)據(jù)進(jìn)行分析整理,對(duì)影響企業(yè)微信營(yíng)銷效果的變量指標(biāo)進(jìn)行分組并對(duì)公共因子命名,通過分析影響這10家農(nóng)業(yè)企業(yè)的因子得分給出合理的營(yíng)銷建議。通過對(duì)農(nóng)業(yè)企業(yè)微信營(yíng)銷效果的實(shí)證分析得出：農(nóng)業(yè)企業(yè)微信營(yíng)銷效果可以從企業(yè)現(xiàn)有顧客和潛在顧客的數(shù)量以及現(xiàn)有顧客價(jià)值這兩個(gè)方面進(jìn)行評(píng)估。粉絲數(shù)量不是衡量企業(yè)營(yíng)銷效果的唯一指標(biāo),提高顧客的活躍度在一定程度上能夠幫助企業(yè)獲得理想的營(yíng)銷效果。因此,企業(yè)想要獲得理想的營(yíng)銷效果就必須要擴(kuò)大品牌的影響力,吸引更多的潛在顧客,并要與現(xiàn)有顧客保持互動(dòng)交流,提高用戶的活躍度,增加用戶的價(jià)值。
[Abstract]:WeChat is an instant messaging software developed by Tencent to provide users with free communication service based on intelligent terminals. WeChat, with its low cost, high delivery rate and strong relationship, has quickly become a popular social media marketing method for enterprise managers. However, in the current marketing process of WeChat, there are still some problems, such as the lack of understanding of the importance of WeChat marketing effect by enterprise managers, and the lack of research on the effect of WeChat marketing at home and abroad. In the construction of enterprise marketing effect evaluation system, most enterprises still follow the traditional evaluation method and use financial index as the benchmark to measure the enterprise marketing effect, thus neglecting the key role of consumers in the marketing process. On the basis of analyzing the related theories of network marketing, social media marketing, agricultural product network marketing, Weibo marketing and so on, this paper analyzes the communication mode, communication characteristics and the mode of WeChat marketing of WeChat. Based on the integrated marketing communication theory and AESAR model, a variable index system is proposed to measure the marketing effect of WeChat. In this paper, the backstage data of 10 agricultural enterprises' WeChat public platform are used as the data source, the factor analysis method is used as the calculation method, and the data are analyzed and sorted by SPSS 17.0 software. This paper classifies the variables that affect the marketing effect of WeChat and names the common factors, and puts forward reasonable marketing suggestions by analyzing the factor scores that affect the 10 agricultural enterprises. Through the empirical analysis of the marketing effect of agricultural enterprise WeChat, it is concluded that the marketing effect of agricultural enterprise WeChat can be evaluated from two aspects: the number of existing customers and potential customers and the value of existing customers. The number of fans is not the only index to measure the marketing effect of enterprises. To a certain extent, increasing the activity of customers can help the enterprises to obtain the ideal marketing effect. Therefore, in order to obtain the ideal marketing effect, the enterprise must expand the influence of the brand, attract more potential customers, and keep interactive communication with the existing customers to improve the activity of users and increase the value of users.
【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F324

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