杭州银泰店微信营销模式的探究.docVIP

杭州银泰店微信营销模式的探究 摘要：在当前互联网时代中，企业通过新媒体平台开展商业活动的能力逐渐成为衡量其企业竞争力的重要指标，也成为提升传统企业、实现技术跨越的重要驱动力量。在逐渐激烈的市场竞争中，越来越多的传统企业开始对如何在互联网环境下发展的策略做出认真的思考，重新规划营销策略以适应当前市场，努力找寻新媒体营销模式以符合自身发展需要。当前，社交媒体也在不断变化，出现各种丰富的类型，成为主要的营销模式，特别是微信营销模式更是成为热点话题。本文将基于相关理论，以微信为例来探索新媒体营销模式应用管理存在的问题，且结合杭州银泰店微信营销模式进行分析，并提出相应的营销策略，以期为相关管理者提供有价值的参考。 关键词：新媒体;营销模式;微信营销 Abstract In the current Internet era, the ability of enterprises to conduct business activities through new media platforms has gradually become an important indicator to measure the competitiveness of their enterprises, and has also become an important driving force for upgrading traditional enterprises and achieving technological leapfrogging. In the increasingly fierce market competition, more and more traditional enterprises have begun to seriously think about how to develop in the Internet environment, re-planning marketing strategies to adapt to the current market, and strive to find new media marketing models to meet their own development. need. At present, social media is constantly changing, and various rich types have emerged, becoming the main marketing model, especially the WeChat marketing model has become a hot topic. Based on relevant theories, this paper uses WeChat as an example to explore the problems of application management of new media marketing model, and analyzes the marketing model of Hangzhou Yintai Store with WeChat, and proposes corresponding marketing strategies to provide valuable reference for relevant managers. . Keywords: new media; marketing model; WeChat marketing 一、绪论 (一)研究背景及意义 微信营销是新时代发展带来的一种全新的营销模式，以精准为基础开展微信精准营销模式。它是以计算机信息技术为指导，实现针对性的营销，它具有类似快速传播、效率较高、成本低廉等优势，能够使传播在渠道营销中突出其价值。许多国内企业已经开展研究微信营销，以微信为例探讨新媒体营销模式的有效应用，具有十分重要的实践意义。 (二)研究内容及方法 本文将借助文献研究法、案例分析法等研究方法，基于新媒体营销模式相关理论，以微信为例来探索新媒体营销模式应用管理存在的问题，且以杭州银泰店为具体案例进行分析，并提出相应的营销策略，以期为推进新媒体营销模式的高效运用贡献微薄之力。 二、相关概念界定及理论基础 (一)新媒体营销模式 1.新媒体营销模式界定 营销模式是产品或服务从生产者向消费者转移过程的具体通道或路径。新媒体营销模式则是指通过新媒体平台使产品或服务能够被使用或消费。 依靠数