健力宝微信公众号营销研究.docxVIP

PAGE PAGE 10 健力宝微信公众号营销研究 内 容 摘 要 随着微信的蓬勃发展，用户量飞速增加，微信营销在企业多元化营销中扮演的角色越来越重要，发展微信营销是企业营销发展的重要途径，为企业带来新的营销途径与方法，为企业带来不菲的收益。随着微信的用户增加，微信公众号的读者也变得越来越多，公众号的营销价值越来越大，其互动性强，精准定位的优势更是被越来越多的企业利用在宣传和营销的方面。本文以健力宝的微信公众号营销为例，通过对其微信公众号的内容进行探究，挖掘微信公众号在营销中的意义和作用，了解当前微信公众号营销的开发现状与读者的阅读情况。展望微信公众号营销的发展前景，梳理其营销特点，剖析其营销策略。结合相关微信营销的理论，为微信公众号营销的发展提供新的思路和改进建议，以期为传统企业探索如何利用微信公众号进行营销提供参考。 关键词：健力宝；微信公众号；营销 Marketing Research about Jianlibao WeChat Official Account Abstract WeChat is a huge platform with a large number of users. WeChat marketing plays an increasingly important role in enterprise diversified marketing. The development of WeChat marketing is an important way for enterprise marketing development. With the increase of WeChat users, the readers of WeChat public number are also becoming more and more, and more and more enterprises and we media conduct publicity and marketing in the public number. Taking the WeChat public number of Jianlibao as an example, this paper explores the content of WeChat public number, excavates the significance and function of WeChat public number in marketing, and understands the current development status of WeChat public number marketing and the readers reading situation. Forecast the development situation of WeChat public number marketing, comb its marketing characteristics, analyze its marketing strategy. Combining with relevant theories of WeChat marketing, this paper provides new ideas and Suggestions for the development of WeChat public account marketing, and provides reference value for traditional marketing enterprises to explore how to use WeChat public account for marketing. Keywords：Jianlibao；WeChat official account；Marketing 目 录 TOC \o 1-3 \h \u 内 容 摘 要 I Abstract II 第一章 绪论 1 (一) 研究背景 1 (二) 研究目的和意义 1 1. 研究目的 1 2. 研究意义 1 (三) 微信营销的发展现状 1 (四) 研究方法和内容 2 1.研究方法 2 2.研究内容 3 第二章 健力宝微信公众号营销概述 4 (一) 微信营销的概述 4 1.微信公众号的概念 4 2.微信公众号的意义 4 3.微信营销的概念界定 4 (二) 微信公众号的营销优势 4 (三) 健力宝微信公众号的营销价值 5