基于微信的文化传媒公司营销方案设计与实施本科论文.docVIP

基于微信的文化传媒公司营销方案设计与实施 摘 要 微信开发上线后，版本不断升级，功能也日益强大；因此，截止本文完稿，微信的实际使用用户已将近7亿。国内各大企业都将其纳入囊中，媒体也针对微信营销开设了奖项；但能正确找准自身定位并正确运用微信营销的企业却甚少。论文按照提出问题—解决问题—实施验证的思路，在分析微信营销功能与数据统计功能的基础上，针对互联网营销服务型公司新、小、以营销传播并最终获得忠实粉丝与客户为目的的特点，找到其受众、营销渠道与方法存在的问题，提出根据公司特点锁定目标受众、拓宽营销渠道、运用合适的营销方法并进行实施论证及效果分析的解决方案，为互联网营销服务型企业的微信营销顺利实施提供建议与参考。 本文共分为六大部分。首先，分析国内外现阶段微信的发展状况，在此基础之上，把本文所研究的目标、内容及所采用的方法明确，并对本文的组织结构进行总体介绍。其次，对微信营销方案设计的理论基础进行了研究，包括微信与微信营销的概念、微信的功能、微信的发展现状及特点。以坚实的理论基础为支撑，针对文化传媒公司微信营销存在的问题分不同维度进行分析，并决定以微信营销方案解决其存在的问题。进而，针对其存在的问题进行微信营销方案的设计。紧接着进行微信营销方案的实施。最后，对微信营销方案的效果评估与方案完善。 关键词：微信，营销方案，效果评估 Abstract During Mobile Internet Era, as the integration product of instant messaging and mobile Internet technology, Wechat, the presentative of the new mobile instant messaging, got the markets attention and favor quickly since its launch, indicating a huge market potential and broad prospects. Huge marketing market has attracted industry businesses from all kinds of fields settling in. Many businesses complete such work as market research, customer management, customer service, sales and payments, customers maintenance and new customers excavation successfully, taking advantage of the public and technology platform that Wechat offers. With the constant version promotion and function upgrading, Wechat has already had almost 0.7 billion users. Many companies in China revolve in it, and the media has opened awards for Wechat marketing. However, few companies can position themselves correctly and understand and implement Wechat correctly. According to the thinking of asking questions梤esolving questions梚mplementing and testing measure, on the basis of analyzing the functions of marketing and data statistics of Wechat, the essay points their problems such as target users, marketing channels and approaches according to the characteristics of Internet marketing services companies which are small-sized and eager to find loyal fans, proposes solutions to problems and implements demonstration and analyzes ef