本文選題：微信 + 營銷策略　； 參考：《寧夏大學(xué)》2016年碩士論文

【摘要】：近年來,微信在國內(nèi)外得到了迅猛發(fā)展,用戶多,受眾廣。微信公眾平臺(tái)于2012年8月正式開通,企業(yè)組織、媒體機(jī)構(gòu)還有個(gè)人都可以申請開通微信公眾賬號(hào),吸收粉絲,開展互動(dòng)。微信公眾賬號(hào)也隨之進(jìn)入了一個(gè)百家爭鳴,百花齊放的時(shí)代。寧夏移動(dòng)從2014年6月開始進(jìn)行微信營銷,期望通過打造這種新興的電子渠道來代替逐漸失去用戶寵愛的傳統(tǒng)電子渠道,緩解實(shí)體渠道受理業(yè)務(wù)的壓力。同時(shí),按照集團(tuán)公司提出的“集中化、標(biāo)準(zhǔn)化和信息化”三大發(fā)展策略,寧夏移動(dòng)需要通過集中化管理的方式,探索出一種全新的低成本、高效率的營銷方式。本文從營銷管理的理論知識(shí)出發(fā),結(jié)合營銷理論、微信營銷特點(diǎn)以及目前寧夏移動(dòng)微信營銷的發(fā)展現(xiàn)狀,確定寧夏移動(dòng)微信營銷的優(yōu)勢,打造寧夏移動(dòng)微信營銷的競爭優(yōu)勢,提高寧夏移動(dòng)微信營銷的核心競爭力,使其快速確立市場地位、擴(kuò)大關(guān)注用戶數(shù),提高用戶體驗(yàn),進(jìn)而獲得收益。本文以移動(dòng)互聯(lián)網(wǎng)時(shí)代、公司集中化管理為背景,利用理論結(jié)合實(shí)際的研究方法,在對寧夏移動(dòng)微信營銷的實(shí)際情況開展深入分析和研究的條件下,通過PEST環(huán)境分析方法和SWOT分析方法對寧夏微信營銷的整體環(huán)境和自身?xiàng)l件進(jìn)行了分析,根據(jù)寧夏移動(dòng)微信營銷面臨的機(jī)會(huì)和挑戰(zhàn),綜合寧夏移動(dòng)的實(shí)際情況及微信營銷的現(xiàn)狀,深入剖析寧夏移動(dòng)微信營銷工作中出現(xiàn)的問題,結(jié)合管理學(xué)和市場營銷理論,提出了寧夏移動(dòng)微信營銷的改進(jìn)策略,力求通過實(shí)際分析找到解決問題的有效方法。
[Abstract]:In recent years, WeChat has developed rapidly at home and abroad, with many users and a wide audience. The WeChat public platform was officially launched in August 2012. Business organizations, media organizations and individuals can all apply for a WeChat public account to attract fans and interact. WeChat public account also entered a hundred schools of thought contending, a hundred flowers blooming era. Ningxia Mobile, which began WeChat marketing in June 2014, hopes to replace the traditional electronic channel, which has gradually lost the favor of users, by creating such a new electronic channel to ease the pressure on the entity channel to accept business. At the same time, according to the three development strategies of "centralization, standardization and information" put forward by the group company, Ningxia Mobile needs to explore a new marketing method with low cost and high efficiency through centralized management. Based on the theoretical knowledge of marketing management, combined with marketing theory, the characteristics of WeChat marketing and the current situation of Ningxia Mobile WeChat Marketing, this paper determines the advantages of Ningxia Mobile WeChat Marketing, and builds the competitive advantage of Ningxia Mobile WeChat Marketing. To improve the core competitiveness of WeChat marketing of Ningxia Mobile, to establish its market position quickly, to expand its attention to the number of users, to improve the user experience, and then to gain income. Based on the background of mobile internet era and company centralized management, this paper makes use of the research methods of theory and practice, under the condition of deeply analyzing and researching the actual situation of Ningxia mobile WeChat marketing. This paper analyzes the whole environment and its own condition of Ningxia WeChat marketing by PEST environment analysis method and SWOT analysis method. According to the opportunity and challenge of Ningxia mobile WeChat marketing, it synthesizes the actual situation of Ningxia mobile and the present situation of WeChat marketing. This paper deeply analyzes the problems in the marketing work of Ningxia Mobile WeChat, combines the management and marketing theory, puts forward the improving strategy of the marketing of Ningxia Mobile WeChat, and tries to find out the effective method to solve the problem through the actual analysis.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F626

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 杜偉錦,章斌,張鳳霞;市場營銷策略的比較研究[J];電子科技大學(xué)學(xué)報(bào);2004年03期

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本文編號(hào)：1882370