本文關鍵詞：酷豆派親子生活平臺2016-2017年度系列評選活動總體方案　出處：《浙江大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 微信營銷 微信投票 評選活動 運營模式

【摘要】：隨著微信的日漸普及,越來越多的企業(yè)開始重視微信營銷。伴隨著精準營銷概念的引入以及即時營銷研究的不斷深入,點對點精準營銷已經成為微信營銷的獨特優(yōu)勢。吾兒網也急需一系列營銷活動改變現狀,所以策劃包裝了一系列大賽形式的營銷活動。本方案根據微信4.0版本推出的社交分享式的"開放平臺"和"朋友圈"的設計,運用產品策略、價格策略、促銷策略,特別引入了大賽的投票活動、產品的線上砍價活動和拼團活動等;根據020+二維碼的微信營銷渠道,在活動宣傳推廣中特別設計了帶二維碼的活動海報;根據微信社群用戶特點,在活動方案設計中以"意見領袖型"營銷推廣策略、病毒式推廣策略、圖片營銷策略為指導。該方案的設計,是基于對微信營銷策略、微信營銷的特點、微信營銷的渠道的了解,并考慮了吾兒網的現實狀況。本文主要包括引言、作品闡述和吾兒網年度系列評選活動總體方案三個方面。引言主要介紹了微信營銷的背景及方案中引用的理論;作品闡述主要介紹了方案設計背景、方案簡介、方案設計目標和理念、方案實施效果及方案創(chuàng)新與反思。吾兒網年度系列評選活動總體方案主要包括六個章節(jié),前五章介紹了系列活動的總體要求,第六章是系列活動的具體執(zhí)行方案。
[Abstract]:With the increasing popularity of WeChat, more and more enterprises begin to pay attention to WeChat marketing. Point-to-peer precision marketing has become a unique advantage of WeChat marketing. We also urgently need a series of marketing activities to change the status quo. So we planned and packaged a series of competition marketing activities. According to WeChat 4.0 version of the social sharing "open platform" and "Moments" design, the use of product strategy, price strategy. Promotion strategies, especially the introduction of the big game voting activities, product online bargaining activities and group activities and so on; According to the WeChat marketing channel of 020 QR code, the activity poster with QR code is specially designed in the campaign promotion. According to the characteristics of users in WeChat community, "opinion leader" marketing promotion strategy, virus promotion strategy and picture marketing strategy are used as the guidance in the design of the activity scheme. The design of the scheme is based on the marketing strategy of WeChat. WeChat marketing characteristics, WeChat marketing channels to understand, and consider the reality of our children's network. This article mainly includes an introduction. The introduction mainly introduces the background of WeChat marketing and the theory cited in the scheme. The work mainly introduces the background of the project design, the brief introduction of the scheme, the goal and idea of the scheme design, the effect of the scheme implementation, the innovation and reflection of the scheme. The overall scheme of the annual series of activities of our network mainly includes six chapters. The first five chapters introduce the general requirements of the series of activities. Chapter 6th is the specific implementation plan of the series activities.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206-F

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本文編號：1358770