企业微信营销策略研究.doc

摘 要 随着智能手机和移动互联网的崛起，我们迎来了移动社交媒体的井喷式发展，同时也掀起了一股以移动社交媒体为基础的全新营销浪潮。微信的诞生，为企业的低成本推广和精准营销提供了可能，微信营销正在企业运营中发挥着越来越大的作用。 本文首先对微信发展的背景和国内外研究成果进行了梳理，并在此基础上对我国企业微信营销现状进行分析，指出微信营销目前存在的诸如企业微信平台不完善，微信营销体系不健全，O2O模式不成熟，客户关系管理工作缺失，微信传播受众的覆盖率低，推送信息的内容和频率有待改善等一系列问题，在相关理论的指导下，提出企业应加强微信平台建设，完善微信营销体系，完成O2O闭环，注重客户关系管理，提高微信传播受众的覆盖率，优化推送信息的内容和频率等策略，以期达到更好的微信营销效果，从而完善企业营销体系，提升整体运营绩效。 关键词：微信；微信营销；新媒体营销；营销策略 Abstract With the developing of smart phones and the mobile Internet, we ushered in the explosive development of mobile social media. At the same time, we are opening a new wave based on mobile social media marketing. The birth of WeChat, which provides a possible for the low cost of promotion and precision marketing for the enterprise, is playing an increasingly important role in enterprise operation. First of all, this article analyses the development of the WeChat background and generalizes the research achievements at home and abroad. Based on the present situation analysis of WeChat marketing to our country enterprise, this article points out some problems of the WeChat marketing at present such as imperfect WeChat platform, the system of WeChat marketing is not sound,the O2O form is immature, the customer relationship management （CRM） of enterprise is insufficient,the coverage rate of WeChat audience is low and the content and frequency of the push information needs to be improved . Under the guidance of relevant theories, this article puts forward some strategies such as enterprise should improve the WeChat platform, bring the WeChat marketing into the enterprise marketing system, perfect the CRM ,improve the coverage rate of WeChat audience and optimize the content and frequency of the push information . In this way, WeChat marketing can achieve better marketing effect, thus perfecting the enterprise marketing system and improving the overall operating performance. Key words： WeChat； WeChat marketing； New media marketing； Marketing strategy  目 录 第1章 绪 论 1 1.1 研究背景及意义 1 1.2 国