企业微信营销发展研究论文.docxVIP

PAGE \* MERGEFORMATv *****商学院 毕 业 论 文 企业微信营销发展研究 摘 要 在2011年微信首次出现在大众的视野，并以迅雷不及掩耳之势占领了手机即时通讯软件排行榜的第一位，拥有超过6亿用户的社交媒体，其市场需求量日益剧增，微信也成为了移动互联网营销的重要的应用之一，微信营销指的是随着微信技术发展而产生的创新型的点对点模式的营销方式，也是继微博营销之后的新媒体运营的典型代表。众多的企业使用微信营销获得成功，使得国内许许多多企业的目光都转向了微信。 微信作为一款社交性的应用软件，其及时性传播，病毒性扩散与精准性投放等营销特性，日益凸显其优越的营销价值；微信营销虽然被很多人认可，但目前国内只有较少的企业能成功的使用微信作为营销手段，大部分的企业都找不到适合自身的微信营销策略。国内微信营销的理论研究正处在快速发展的阶段，微信营销理论研究不断增加，但理论的研究仍然缺乏系统性。 本文以微信为对象进行研究，分析微信发展的现状以及收到热烈追捧的原因，并对企业在当前使用微信营销的情况和如何在未来利用微信营销等方面做出一些阐释，以便加深人们对于微信的认知了解和企业以及个人运用微信营销做个借鉴。 关键词：微信 营销 模式 企业  Abstract WeChat first appeared in 2011 in the popular field of vision, and in the ears of occupied the list of the first mobile instant messaging software, has more than 600 million users of social media, the growing market demand, WeChat has become one of the important application of mobile Internet marketing WeChat marketing refers to with the emergence of innovative WeChat technology development and marketing of point to point mode, also after the microblogging marketing representative of the new media operation. Many enterprises in the use of WeChat marketing success stories, many domestic enterprises will let eyes are turned to WeChat. WeChat as a social application software, the spread of timeliness, viral diffusion and precision on the features such as marketing, increasingly highlights its superior marketing value; WeChat marketing accepted by many people, but at present only less domestic enterprises successfully using WeChat as a marketing tool, most companies cant find suitable for their own WeChat marketing strategy. Domestic WeChat marketing theoretical research is in rapid development stage, increasing WeChat marketing theory research, but it still lack of systematic theory research. Taking WeChat as object for research, analysis of WeChat development present situation and the reason for the received warm welcome, and to the enterprise in the current use of WeChat marketing and how to use WeChat marketing aspects in the