企业微信营销策略及发展前景的研究_本科生毕业设计论文.docVIP

本科毕业论文 题 目：院 （部）： 商 学 院 专 业： 市场营销 班 级： 营销姓 名： 学 号： 201指导教师： 孙 博 完成日期： 摘 要 III ABSTRACT IV 1 前 言 1 1.1 选题背景 1 1.2 研究意义 1 1.3文献综述 3 2企业微信营销的方式及特点 3 2.1微信营销的概念 3 2.2企业微信营销的方式 4 2.2.1 “漂流瓶”营销方式 4 2.2.2”附近的人”营销方式 5 2.2.3“朋友圈+开放链接”营销方式 5 2.2.4“二维码扫描”营销方式 6 2.2.5“微信公众平台”营销方式 6 2.2.6“微信开店”营销方式 7 2.3微信营销的特点 7 2.3.1节省营销成本 7 2.3.2一对一的精准营销 8 2.3.3潜在客户数量大 8 2.3.4目标定位准确 8 2.3.6营销模式多种多样 8 3企业微信营销现状及存在的问题 8 3.1企业微信营销发展现状 9 3.2适合开展微信营销的企业——以行业划分 9 3.3企业微信营销存在问题 11 3.3.1微信营销平台不够完善 11 3.3.2信息推送阅读率低，企业的关注方式较为被动 11 3.3.3微信的粉丝活跃度明显低，大多数微信公众账号并没有承担客服的作用 12 3.3.4病毒式的信息大量传播 12 3.3.5用户隐私安全受到威胁 12 3.3.6公众帐号推广困难，粉丝积累速度慢 13 4企业微信营销的策略 13 4.1完善微信营销平台 13 4.2加强网络监管，保护用户权益 14 4.3注重与消费者互动 14 4.4加大公众帐号的推广力度 15 4.5与实体店同步经营 15 4.6企业应重视微信营销的开展 15 5企业微信营销的发展前景 16 6 结 论 17 谢 辞 17 参考文献 18 摘 要 关键词：微信营销；  WeChat marketing strategy and development prospect of research ABSTRAC With the popularity of smart phones, WeChat as a new way of social, changed peoples life. WeChat timely communication, accurate positioning, and the function such as qr code scanning can help enterprises to realize point-to-point precise marketing, enterprises through the way of WeChat marketing, influence and WeChat marketing coverage area of research, so as to explore WeChat consumer behavior in marketing, as well as WeChat customer development and maintenance of marketing, marketing for WeChat also better understand the target customer demand and more on a stage. The era of the rise is, of course, WeChat marketing way, the problems and solution strategy has caused people concern about the prospects for WeChat marketing industry. Aimed at WeChat marketing opportunities at the same time, it should be combined with the industry and characteristics of the enterprise itself, consumer orientation, make rational marketing strategies. In the current stage, WeChat marketing is a less mature marketing model, marketing process will produce many problems, enterprises should in solving the problem on the basis of the developme