【摘要】：微信自2011年1月推出以來,用戶數(shù)量飛速增長(zhǎng),已成為主流社交媒體之一。微信公眾平臺(tái)于2012年8月正式推出后已成為企業(yè)營(yíng)銷推廣及客戶服務(wù)的又一重要途徑,為企業(yè)加強(qiáng)品牌推廣、實(shí)現(xiàn)精準(zhǔn)營(yíng)銷、增強(qiáng)客戶滿意度開辟了新的道路。近年來,我國(guó)傳統(tǒng)百貨零售行業(yè)在電子商務(wù)的巨大沖擊下,已逐漸喪失行業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)。A百貨公司作為傳統(tǒng)百貨零售行業(yè)的代表,在當(dāng)前資源優(yōu)勢(shì)不斷弱化、網(wǎng)購(gòu)零售電商平臺(tái)興起的大環(huán)境下,其經(jīng)營(yíng)模式和企業(yè)發(fā)展受到前所未有的挑戰(zhàn)和沖擊,迫切需要通過構(gòu)建微信公眾平臺(tái),改變企業(yè)營(yíng)銷理念,貼近用戶需求,打通線上線下銷售渠道,實(shí)現(xiàn)企業(yè)經(jīng)營(yíng)利潤(rùn)的增長(zhǎng)。本文以A百貨企業(yè)微信公眾平臺(tái)的構(gòu)建及推廣策略為研究對(duì)象,首先介紹了微信以及微信公眾平臺(tái)特點(diǎn)和發(fā)展趨勢(shì);在分析A百貨公司概況的基礎(chǔ)上,對(duì)其構(gòu)建微信公眾平臺(tái)進(jìn)行SWOT分析,總結(jié)出其構(gòu)建微信公眾平臺(tái)的必要性;然后運(yùn)用訪談方法定性研究了A百貨公司工作人員對(duì)微信公眾平臺(tái)的需求,運(yùn)用調(diào)查問卷方法實(shí)證研究了公司客戶對(duì)微信公眾平臺(tái)構(gòu)建的需求和建議;從標(biāo)準(zhǔn)、服務(wù)、要素及功能等方面分析了微信公眾平臺(tái)的架構(gòu),從客戶端和后臺(tái)管理兩方面設(shè)計(jì)了平臺(tái)的功能和界面;最后結(jié)合行業(yè)特點(diǎn)及客戶需求,提出了微信公眾平臺(tái)的推廣策略。
[Abstract]:Since the introduction of WeChat in January 2011, the number of users has grown rapidly and has become one of the mainstream social media. The WeChat public platform, launched in August,2012, has become another important way of enterprise marketing promotion and customer service. It opens up a new way for enterprises to strengthen brand promotion, realize accurate marketing and enhance customer satisfaction. In recent years, the retail industry of traditional department stores in China has gradually lost the competitive advantage of the industry under the great impact of e-commerce. A department store, as the representative of the traditional department store and retail industry, has been weakened in the current resource advantage, and the business model and enterprise development of the online shopping retail e-commerce platform have been challenged and impacted with unprecedented challenges and impact, and it is urgent to build the WeChat public platform. Change the marketing idea of the enterprise, close to the user's demand, get through the sales channel under the line, and realize the growth of the enterprise's operating profit. In this paper, the characteristics and development trend of WeChat and WeChat public platform are introduced in the paper. The characteristics and development trend of WeChat and WeChat public platform are introduced in this paper. Based on the analysis of the general situation of A department store, the paper makes a SWOT analysis on the construction of the WeChat public platform. This paper summarizes the necessity of constructing the WeChat public platform, then uses the interview method to qualitatively study the demand of the staff of the department store on the public platform of WeChat, and uses the method of questionnaire to study the needs and suggestions of the company's customers on the construction of the WeChat public platform; and from the standard and the service, The paper analyzes the structure of the public platform of WeChat, and designs the function and interface of the platform from the client and the background management. Finally, the promotion strategy of the WeChat public platform is put forward in the light of the characteristics of the industry and the customer's demand.
【學(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206;F721;F274

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