浅析“银泰杭州武林总店”微信公众号运营的得与失全解.doc

毕业论文（设计）正文 浅析“银泰杭州武林总店”微信公众号运营的得与失 Analysis the gain or loss of “Intime Hangzhou Wulin Store” WeChat public number 系 别：人文系 专 业 班 级 学 号 学生姓名 指导教师 二○一五年五月 “银泰杭州武林总店”微信公众号研究 摘 要：微信公众号是开发者或商家在微信公众平台上申请的应用账号，通过公众号，商家可在微信平台上实现和特定群体的文字、图片、语音、视频的全方位沟通、互动 。从而形成了一种主流的线上线下定向互动的营销方式。 近年来，传统广告的广告效果不断下降，移动互联网正在飞速发展，许多企业在做互联网营销时会选择开通企业微信公众号，建立或拉拢和企业产品或服务有一定联系的粉丝群体。但是，怎样让企业公众号的粉丝数日益增长，或者怎样在已有一定规模的粉丝基础上进行进一步稳固和发展公众平台却成了现在企业日益重要的工作。 “银泰杭州武林总店”是银泰百货杭州武林总店企业微信公众号。目前该公众号粉丝规模是55万，近八成关注用户为杭州本地粉丝，2015年该公众号粉丝指标是100万左右。本文主要研究目的是了解公众号自身的概况和定位，从而提出有效的加粉和运营建议。 关键词：企业微信公众号、粉丝增长、运营  Analysis the gain or loss of “Intime Hangzhou Wulin Store”WeChat public number Abstract: WeChat public account numberis application developers or businesses in the WeChat publicplatform application, through public number,?businesses can?in?words and pictures, voice, video WeChat platform and implementation of specific groups of the full range ofcommunication, interaction.?To form?a mainstream oriented interactive online and offline marketing mode. In recent years, the traditional advertising effect is declining, the mobile Internet is developing rapidly, many companies will choose to open business WeChat public marketing on the Internet, or to establish enterprises and products or services have a certain relationship with the fans. However, how to make the number of fans to the number of public enterprisesgrowing, or how the fan base has a certain scale to consolidate and develop the publicplatform has become increasingly important work now. Hangzhou Intime Wulin Store is Hangzhou intime Department store WeChat public number. At present, the public number of fans scale is 550000, nearly 80% of users attention for Hangzhou local fans in 2015, the public number of fans?index?is around 1000000.?The purpose of this study?is to understand the situation and?orientation ofpublic number?itself, so as to put forward effective suggestions and operation plus powder. Keywords: En