论微信对企业营销方式的影响(硕士)(论文35000字)
Study on the Influence of Wechat on Firm Marking Methods
摘要
腾讯推出一款免费的智能终端提供即时通讯服务社交网络应用软件，该应用程序拥有快捷的语言通讯，短信功能，强大的图片传输功能。在经历了短期的内测后开始推向市场，便立即受到众多用户的喜爱和追捧，微信用户人数成几何倍数增长。对于众多的企业来说，微信庞大的用户数量意为着其潜在的客户群体数量巨大，潜在的大规模客户群体意味着企业有极大的利润空间可以挖掘。
微信营销起步较晚于微博营销，无数的成功微博营销案例已经证明了微博作为营销利器给诸多企业创造了巨大的价值，但我们也需看到微博的用户群体数量在2013年已经呈现出颓然之势，微博用户黏性降低，微博用户数量增长遭遇瓶颈，微博营销前景不甚明朗。反倒是微信作为营销新起之秀开始成为企业营销方式的重要营销方式。尽管微博营销在时间内仍然是营销利器，但是就其发展潜力而言，微信营销模式更具有商业价值，并且微信营销已经成为商界和学术界探讨的热点话题。
本论文通过理论研究和案例研究两个方面论证了微信对企业营销方式的影响。在理论研究尚，笔者基于“4P”营销理论与“4C”营销理论的前提下将传统营销模式与网络营销模式进行了多维度的对比，揭示出新媒体时代下，传统营销模式的转变的必要性；在此基础上，本文又基于拉斯韦尔的“5W”传播理论对比了网络营销模式中的微博营销与微信营销模式，试图探索微信营销对于企业的影响，特别是微信营销对于企业品牌传播和塑造的意义，从而在理论上形成了统分解构，突出微信营销对于企业的影响。此外，笔者通过西堤厚牛排营销的成功案例揭示出微信营销的特点和微信营销的优势，和企业如何利用好微信营销的特点和优势，为企业的后续营销方案提供了较好的案例蓝本。并为微信后续的发展之路提出了试探性和理论上的建议。
关键词：微信；企业营销；影响
Abstract
Tencent launched a free intelligent terminal which is a social network application software to provide instant-messaging service on January 24, 2011. And the application supports language communication, image transmission. After a short-time closed tests ,the appliance was put into market and loved by a lot of users ,and the number of Wechat users increased greatly. For an enterprise, the large number of users of Wechat means great potential of customers and benefits to develop.
Wechat marketing started later than micro-channel marketing. Numerous successful cases of micro-channel marketing have proved that micro is a powerful weapon for enterprises ,for micro has created great benefits for them,but at the same time ,we must notice that the number of micro-blog users is difficult to increase any more ,and it is hard to marketing through micro-blog now .meanwhile ,Wechat as a new way to marketing has showed its great potential .although ,micro-blog is still a main way to promote ,the value of Wechat seems bigger than micro-blog ,and Wechat marketing has becoming a hot topic between Business and academic circles.
This thesis will deal with the influence of Wechat on enterprises through theory researches and cases researches. Theoretically, based on 4p and 4c marketing theories ,this paper will compare the traditional marketing way and website marketing from all aspects ,aiming at putting forward that it is necessary to change the marketing way in the new media age. And at the same time , this paper will also discuss the influence of Wechat on enterprises based on 5w theory,especially the brand building through Wechat . In the third part of this thesis ,this paper will give several successful cases to uncover the advantages of Wechat so as to provide a better example for the enterprises .And this paper will give several tentative and theoretical suggestions to the development of enterprises.
Key words : Wechat ；enterprises marketing ；influence
目 录
第1章 绪论 1
1.1 研究目的与意义 2
1.1.1新媒体时代背景 2
1.1.2微信营销的意义及价值 3
1.2 国内外主要研究动态 4
1.3 研究方法和预期结果 6
1.3.1 方法 6
1.3.2 预期结果 6
1.4 创新点 7
第2章 微信与企业营销 7
2.1微信营销 7
2.1.1微信营销概述 8
2.1.2 微信营销的方式 9
2.2 微信营销模式及与其他营销模式比较分析 11
2.2.1企业传统营销现状 11
2.2.2 企业传统营销模式转变的必要性 12
2.2.3 比较分析 14
2.3 微信营销的优势与劣势 19
2.3.1 微信营销优势 19
2.3.2 微信营销劣势 21
第3章 微信与品牌传播 22
3.1 微信营销与品牌传播概述 22
3.2 微信在品牌传播中的应用 24
3.3 微信在品牌传播中新的发展方向 27
第4章 从西堤厚牛排看微信营销策略 29
4.1 西堤厚牛排营销概述 29
4.2 具体实施过程 30
4.3 营销效果 32
4.4 微信营销策略思考 32
第5章 结语 34
参考文献 35
致 谢 38
声 明 39
附录A “西堤官方微信取消关注的原因”调查问卷 40
附录B “西堤官方微信取消关注的原因”调查总结 41 |
