本文關(guān)鍵詞：酷豆派親子生活平臺(tái)2016-2017年度系列評(píng)選活動(dòng)總體方案　出處：《浙江大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著微信的日漸普及,越來(lái)越多的企業(yè)開(kāi)始重視微信營(yíng)銷。伴隨著精準(zhǔn)營(yíng)銷概念的引入以及即時(shí)營(yíng)銷研究的不斷深入,點(diǎn)對(duì)點(diǎn)精準(zhǔn)營(yíng)銷已經(jīng)成為微信營(yíng)銷的獨(dú)特優(yōu)勢(shì)。吾兒網(wǎng)也急需一系列營(yíng)銷活動(dòng)改變現(xiàn)狀,所以策劃包裝了一系列大賽形式的營(yíng)銷活動(dòng)。本方案根據(jù)微信4.0版本推出的社交分享式的"開(kāi)放平臺(tái)"和"朋友圈"的設(shè)計(jì),運(yùn)用產(chǎn)品策略、價(jià)格策略、促銷策略,特別引入了大賽的投票活動(dòng)、產(chǎn)品的線上砍價(jià)活動(dòng)和拼團(tuán)活動(dòng)等;根據(jù)020+二維碼的微信營(yíng)銷渠道,在活動(dòng)宣傳推廣中特別設(shè)計(jì)了帶二維碼的活動(dòng)海報(bào);根據(jù)微信社群用戶特點(diǎn),在活動(dòng)方案設(shè)計(jì)中以"意見(jiàn)領(lǐng)袖型"營(yíng)銷推廣策略、病毒式推廣策略、圖片營(yíng)銷策略為指導(dǎo)。該方案的設(shè)計(jì),是基于對(duì)微信營(yíng)銷策略、微信營(yíng)銷的特點(diǎn)、微信營(yíng)銷的渠道的了解,并考慮了吾兒網(wǎng)的現(xiàn)實(shí)狀況。本文主要包括引言、作品闡述和吾兒網(wǎng)年度系列評(píng)選活動(dòng)總體方案三個(gè)方面。引言主要介紹了微信營(yíng)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(shè)計(jì)背景、方案簡(jiǎn)介、方案設(shè)計(jì)目標(biāo)和理念、方案實(shí)施效果及方案創(chuàng)新與反思。吾兒網(wǎng)年度系列評(píng)選活動(dòng)總體方案主要包括六個(gè)章節(jié),前五章介紹了系列活動(dòng)的總體要求,第六章是系列活動(dòng)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(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206-F

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本文編號(hào)：1358770