摘 要
随着经济全球化的发展，世界各国为加强联系，促使了互联网的应用与发展。从此智能化生活必然成为社会的主流意识，智能科技通过对数据的收集进行分析处理。在社会智能化的背景下，一些具有远见的企业，通过对大数据的收集进行专业的分析，以此来挖掘其中的商业价值，使企业在科技智能背景下，成功占有一席之地，促进企业经济的快速发展。其中一些具有代表性的企业如微信，至问世以来就如破竹之势不可阻挡，经过两年的时间，企业发展就相当成熟，用户使用量达到了中国人口的一半，这样就带来了大量的用户信息。面对如此大量的数据资源，一些企业也跟风来进行微信营销，但效果欠佳，因为他们只看到了利益，而缺少系统化的管理知识，对于营销规划、营销内容等细化的专业知识都没有深刻的研究和分析，并没有将微信营销的特点和潜力发挥出来【1】。
通过对微信营销进行分析讨论，微信营销作为当今信息化时代的产物，有它特有的功能和作用。微信营销作为一种新兴的营销平台，拥有大量的数据资源，可以为企业的发展提供重要的数据信息。微信营销并不是一种固定的营销手段，而是要让企业自己寻找并深度挖掘大数据背景下的机会，结合企业本身的特点，来促进企业经济的发展，也借此进入数据化经济时代。
关键词：微信；微信营销；营销平台；数据化；
Abstract
With the development of economic globalization, all countries in the world have stepped up contacts and promoted the application and development of the internet. From then on, intelligent life will become the mainstream consciousness of society, and intelligent technology will analyze and deal with the collection of data. In the background of social intelligence, some far sighted enterprises, professional analysis according to the data collected, in order to tap the commercial value, so that enterprises in the background of intelligent technology, successfully occupy a space for one person, to promote the rapid economic development of the enterprise. Some representative companies such as WeChat, and since the advent of as an irresistible force is irresistible, after two years of time, enterprise development is quite mature, the number of users reached half China population, so it has brought a large number of user information. In the face of such a large amount of data resources, some enterprises have to follow the trend of WeChat marketing, but the effect is poor, because they only see the benefits, and the lack of systematic knowledge management, marketing planning, marketing and other content for the refinement of professional knowledge have profound research and analysis, and not the characteristics and potential of WeChat marketing play [1].
Through the analysis and discussion of WeChat marketing, WeChat marketing, as a product of today’s information age, has its unique functions and functions. As an emerging marketing platform, WeChat marketing has a large amount of data resources, which can provide important data information for the development of enterprises. WeChat marketing is not a fixed means of marketing, but to allow enterprises to find their own and the depth of excavation under the background of big data opportunities, combined with the characteristics of the enterprise itself, to promote the economic development of the enterprise, also enter the data of economic times..
Keywords：WeChat; WeChat marketing; marketing platform; data;
目 录
摘要………………………………………………………………………………………………………………………… I
Abstract………………………………………………………………………………………………………………….. II
一、绪论………………………………………………………………………………………………………………… 5
（一）研究背景及研究目的和意义………………………………………………………………….. 5
1.研究背景………………………………………………………………………………………… 5
2.研究目的………………………………………………………………………………………… 5
3.研究意义………………………………………………………………………………………… 6
（二）国内外研究综述……………………………………………………………………………………. 6
1.国外研究综述…………………………………………………………………………………. 6
2.国内研究综述…………………………………………………………………………………. 6
（三）研究方法………………………………………………………………………………………………. 7
1.文献研究法…………………………………………………………………………………….. 7
2.比较研究法…………………………………………………………………………………….. 7
3.案例研究法…………………………………………………………………………………….. 7
二、相关概念及相关理论……………………………………………………………………………………….. 7
（一）微信营销………………………………………………………………………………………………. 7
（二）O2O营销模式………………………………………………………………………………………. 8
（三）O2O微信营销模式……………………………………………………………………………….. 9
三、O2O微信营销模式应用分析……………………………………………………………………………. 9
（一）O2O微信营销模式应用现状…………………………………………………………………. 9
- 线上推广形式多样化…………………………………………………………………… 10
- 基于微信功能的线上推广……………………………………………………………. 10
- 线上线下不断融合………………………………………………………………………. 10
（二）O2O微信营销模式发展的优劣势分析…………………………………………………. 10
（三）O2O微信营销模式应用中存在的问题…………………………………………………. 11
3.市场竞争激烈……………………………………………………………………………….. 12
四、O2O微信营销模式应用策略………………………………………………………………………….. 13
（一）加强微信安全引导用户体验………………………………………………………………… 13
1.简易原则………………………………………………………………………………………. 13
2.简短原则………………………………………………………………………………………. 14
3.实用原则………………………………………………………………………………………. 14
4.趣味原则………………………………………………………………………………………. 14
5.精准原则………………………………………………………………………………………. 14
6.及时亲切原则……………………………………………………………………………….. 14
（二）微信功能寻求跨界合作……………………………………………………………………….. 15
（三）基于微信“二维码”的营销模式创新………………………………………………………. 15
1.关系营销策略……………………………………………………………………………….. 15
2.体验营销策略……………………………………………………………………………….. 16
3.品牌营销策略……………………………………………………………………………….. 16
4.精准营销策略……………………………………………………………………………….. 16
5.基于二维码功能的营销模式选择…………………………………………………… 16
（四）基于微信“朋友圈”的营销模式创新………………………………………………………. 17
1.口碑营销策略……………………………………………………………………………….. 17
2.体验营销策略……………………………………………………………………………….. 18
3.精准营销策略……………………………………………………………………………….. 18
4.关系营销策略……………………………………………………………………………….. 18
5.品牌营销策略……………………………………………………………………………….. 18
结论……………………………………………………………………………………………………………………… 20
致谢……………………………………………………………………………………………………………………… 21
参考文献 22
