快消品行业微信精准营销研究
摘要
时代在快速进步，社会化媒体形式也跟着不断变化，种类日益增多，并且成为主要的营销手段，例如，微博营销、论坛营销等等。与此同时人们的需求也逐渐多样化、复杂化，企业面临的很大的营销成本，如何在新形势下选择合适的营销手段，达到企业的目的已经成了重要的课题，近年来，随着微信的出现，微商逐渐出现在人们的生活中，微信营销是微博营销后一种全新的营销手段，因为其具有精准性，病毒性扩散等特征，逐渐成为企业营销的新宠。
快速消费品则与人们的生活息息相关，我们日常生活的方方面面都要接触快速消费品，快消品行业营销永远是走在前端的，在社会化媒体时代，快消品利用微信精准营销的方式是一个新的亮点，丰富了快消品的营销渠道，本文对快消行业微信精准营销进行了研究，对微信营销发展状况以及快消品行业发展进行了分析研究，最终提出了在快消行业微信营销过程中，从注重粉丝质量、分析客户需求，合理推送信息等方面提出了快消行业微信精准营销的意见建议。
关键词：微信，营销，快消品，社会化媒体
The resrarch on WeChat precision marketing of FMCG
Abstract
In the era of rapid progress, social media also followed the form of changing species increasing, and become a major marketing tool, for example, micro-blog marketing, forum marketing and so on. At the same time people’s needs have gradually diversified and complicated, a lot of marketing costs facing businesses, how to choose the right marketing tools in the new situation, to achieve the purpose of business has become an important issue in recent years, with the appear micro letter, derivative gradually in people’s lives, after the micro-channel marketing microblogging marketing a new marketing tool, because of its accuracy, viral diffusion characteristics, has become the new darling of corporate marketing.
FMCG and the people’s lives, every aspect of our daily lives to be in contact FMCG, FMCG marketing industry is always at the forefront in the era of social media, FMCG use micro-channel precision marketing is a new way highlights, enrich the FMCG marketing channels, the paper FMCG micro-channel precision marketing conducted research on micro-channel marketing development and FMCG industry development were analyzed, and ultimately proposed micro-channel marketing process in the FMCG industry the fans from a focus on quality, customer needs analysis, reasonable push information put forward opinions and suggestions FMCG micro-channel precision marketing.
Key Words：WeChat, marketing, FMCG
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