基于新媒体时代下的微信营销——以招商银行为例.docVIP

防灾科技学院毕业论文 基于新媒体时代下的微信营销——以招商银行为例 作 者：夏茜 指导教师：梁娟 摘要：随着网络社交工具的不断进步，微信等应用软件由其移动性等特点已经成为我们生活中不可或缺的一部分。现在微信不仅作为一种即时聊天工具，也因为其自身的独特特点，同时还具有营销价值。很多企业利用微信进行营销活动，微信营销油然而生，并取得很好的效果。招商银行微信营销是国内微信营销最成功的典范。充分利用微信不同的功能，结合自身特点以服务营销的方式来营销自己做好服务营销，有利于提高自身品牌知名度和美誉度。微信不仅给人们的生活带来了便利，也为新媒体时代下营销提供了一个新的渠道和方式。 关键词：微信营销；招商银行；品牌形象 Abstract: along with the advance of social networking tools, such as Wechat application software by its mobility characteristics has become an indispensable part of our life. Now WeChat not only as a kind of instant chat tools, but also because of its unique characteristics, but also has marketing value. Many companies use WeChat for marketing activities, WeChat marketing arises spontaneously, and achieved good effect. China merchants bank WeChat marketing is one of the most successful domestic WeChat marketing model. Make full use of WeChat different function, combined with their own characteristics in the form of service marketing to market yourself, service marketing to improve its brand awareness and reputation. WeChat not only brought convenience to peoples life, but also for the era of new media marketing offers a new channels and means. Key words: Weixin marketing; China merchants bank; The brand image 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc418665659 引言 1 HYPERLINK \l _Toc418665660 一、微信营销 1 HYPERLINK \l _Toc418665661 （一）微信营销 1 HYPERLINK \l _Toc418665662 （二）微信营销的可行性 1 HYPERLINK \l _Toc418665663 （三）微信营销的特点 2 HYPERLINK \l _Toc418665664 二、招商银行公众平台微信营销模式下营销策略分析 3 （ HYPERLINK \l _Toc418665665 一）品牌活动式“漂流瓶” 4 HYPERLINK \l _Toc418665666 （二）会员制“二维码扫描” 4 HYPERLINK \l _Toc418665667 （三）社交营销式 5 HYPERLINK \l _Toc418665668 （四）互动式微信营销 5 HYPERLINK \l _Toc418665669 （五）地理位置获取模式 5 HYPERLINK \l _Toc418665670 （六）微信公众平台（订阅号和服务号） 6 HYPERLINK \l _Toc418665671 三、招商银行针对微信营销弊端的应对策略 6 HYPERLINK \l _Toc418665672 （一）坚持适度原则 6 HYPERLINK \l _Toc418665673 （二）在营销中应提高用户参与体验感 6 HYPERLINK \l _Toc418665674 （三）规范网络安全措施 6 HYPERLINK \l _Toc418665675 （四）针对“扫一扫”功能的推广 7 HYPERLINK