石河子大学学位论文独创性声明及使用授权声明
学位论文独创性声明
本人所呈交的学位论文是在我导师的指导下进行的研究工作及取得的研究成果。据我所知，除
文中已经注明引用的内容外 ，本论文不包含其他个人已经发表或撰写过的研究成果。对本文的研究
做出重要贡献的个人和集体，均已在文中作了明确的说明并表示谢意
研究生签名：时间：年月日
使用授权声明
本人完全了解石河子大学有关保留、使用学位论文的规定，学校有权保留学位论文并向国家主
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研究生签名：时间：年月日
导师签名：时间：年月日
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摘要
移动互联网技术的快速发展与普及给企业营销模式增添了全新的营销方式，也就是微信营销方
式。随着智能手机在全国范围内得到广发普及，全民互联网的时代已然开始了。微信已成为人们生
活、学习、工作中必不可缺少甚至无法离开的应用工具。据2016年底统计数据显示，我国微信用户
数量已达7.5亿、用户注册量以惊人的速度增加。在这种社会和经济背景下，微信和营销结合在一
起，微信营销模式慢慢渗透到社会的方方面面。微信没有时间和空间的距离，沟通方便快捷，有利
于开展各种创意营销活动，同时有助于企业扩大影响力和品牌知名度。有网民聚集地就有很大商机，
微信巨大的营销潜力被越来越多的企业所吸引，并纷纷进入到微信营销队伍中来
微信营销有着成本比较低，营销效率高，市场定位精确，便于维护管理等特点，因此，越来越
多的中小企业将微信营销选择为一条持续的营销策略。微信这一新社交媒体给新疆中小企业带来扩
宽营销渠道的机会和更多的市场潜力。新疆因地处偏远、文化交流缓慢、地区产业发展不均衡、经
济发展水平相对缓慢、地区信息化程度弱等诸多原因，导致新疆中小企业规模受限、缺乏人才与资
金资源、信息化程度不高，新媒体营销能力普遍比较薄弱，市场竞争优势不强。目前新疆中小企业
微信营销的发展还处在探索发展阶段，相关的研究资料比较少，但从发展前景来说，尚存很大的发
展空间
本文主要由六部分构成。第一部分是国内外文献综述、研究意义和研究方法。随着移动网络环
境的不断地改善，手机普及率的提高，微信得到广泛应用。微信具有成本低、营销效率高、门槛低、
信息精准到达率、传播范围广与信息传递速度快等特点，被广大中小企业所青睐。第二部分是核心
内容和理论基础。研究中小企业的定义、微信、微信营销的核心内容及其模式。第三部分是新疆中
小企业现状与营销困境分析。新疆中小企业占地区企业总数的97.48%,是新疆经济发展的支撑力量
其中乌鲁木齐为中心的北疆中小企业在新疆经济中起到主导型作用。规模小、人才短缺、融资难、
技术基础薄弱等所有中小企业遇到的共同问题以外，新疆中小企业本土化、同质化、产业分布不均
匀、封闭性强、网络营销手段单一，缺乏创新等独特障碍。第四部分是新疆中小企业微信营销现状、
成效及问题分析。通过对AD公司和AS公司作为背景分析，比较传统营销方式与微信营销方式之
间的优劣势，分析并找出中小企业微信营销过程中存在的问题。第五部分是AD房产信息服务公司
微信营销实施方案。AD为例分析了公司实施微信营销的策略实施过程，总结该公司微信实施过程得
到了实际营销效果，并给该公司带来增值的效益，但是实施过程中还是摆脱不了中小企业本身存在
的弱点以外，对这新的媒体营销的管理、实施上也有很多问题。第六部分是新疆中小企业微信营销
策略分析。对新疆中小企业营销现状和特殊性进行分析，对目前常用的营销方法和微信营销手段进
行对比分析和总结，为新疆中小企业生存和发展过程中遇到的问题提供相应的微信营销对策和建议，
为新疆中小企业实施微信营销上提供理论和实践应用价值
关键词：微信；微信营销；新疆中小企业
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Abstract
Internet technology has rapid development and popularization and add new marketing way to
enterprise marketing mode, called Wechat marketing mode. The internet age for all has begin along with
the spread of smart phones across the country. WeChat has become an indispensable and even can’t leave
application tool in people's life, study and work. The number of WeChat users in China has reached 750
million and are increasing at an amazing speed according to statistics at the end of 2016. WeChat marketing
mode gradually permeates all aspects of society combining Wechat with marketing under this social and
economic background. WeChat has no distance of time and space. Its convenient and fast communication is
conducive to various creative marketing activities and the expansion of corporate influence and brand
awareness. A lot of business opportunities exist in where internet users gathering. WeChat's huge marketing
potential is attracting more and more enterprises who are entering WeChat marketing team in succession.
Wechat has the characteristics of low cost, high marketing efficiency, accurate market positioning,
convenient to maintain, etc. Therefore, more and more small and medium-sized enterprises choose WeChat
marketing as a continuous marketing strategy. The new social media of Wechat brings opportunities to
expand marketing channels and more market potential for small and medium-sized enterprises in Xinjiang.
Small and medium-sized enterprises in Xinjiang are limited in size, lack of talents and capital resources,
informatizationand the marketing capability of new media is generally weak and the market competitive
advantage is not strong due to many reasons, such as remoteness, slow cultural exchange, uneven industrial
development, slow economic development and weak informatization. At present, the development of
WeChat marketing of small and medium-sized enterprises in Xinjiang is still in the exploration stage.
Relevant research data are relatively few, but there is still a lot of room for development from the
perspective of development.
This paper is consist of six parts. First part is literature review, research significance and research
methods at home and abroad. With the continuous improvement of mobile network environment and the
improvement of mobile penetration rate, WeChat has been widely used. Wechat is favored by the vast
number of small and medium-sized enterprises for its low cost, high marketing efficiency, low threshold,
accurate information arrival rate, wide broadcast range, fast information transmit and other features.
Second part is core content and theoretical basis. This part studies the definition of small and medium-sized
enterprises, core content and mode of WeChat and WeChat marketing. Third part isanalysis of current
situation and marketing difficulties of small and medium-sized enterprises in Xinjiang. Small and
medium-sized enterprises accounting for 97.48% of the total number of enterprises in Xinjiang are the
supporting force of Xinjiang's economic development. Urumqi - centered small and medium-sized
enterprises in northern Xinjiang play a leading role in Xinjiang economy. Except the small size, talent
shortage, financing difficulties, weak technological base and other common problems encountered by all
small and medium-sized enterprises, there are also some unique obstacles such as localized, homogeneous,
uneven industrial distribution, highly closed, single network marketing means, lack of innovation and
others. Forth part is current situation, effectiveness and problem analysis of WeChat marketing in small and
medium-sized enterprises in Xinjiang. Through the background analysis of AD company and AS company,
the advantages and disadvantages of traditional marketing method and WeChat marketing method are
compared tofind out the problems in the marketing process of WeChat in small and medium-sized
enterprises.Fifth part is WeChat marketing implementation plan ofAD real estate information service
company. Taking AD as case to analyze the executing process of WeChat marketing strategyand
summarize the actual marketing effect of WeChat of the company, and brings the value-added benefits to
the company. But the implementation process still can not get rid of the small and medium-sized enterprises
own weaknesses and there are also many problems in the management and implementation of this new
media marketing. Sixth part is the WeChat marketing strategy analysis of small and medium-sized
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enterprises in Xinjiang. This paper analyzes the marketing status and particularity of small and
medium-sized enterprises in Xinjiang and makes comparative analysis and summary of current marketing
methods and WeChat marketing methods to provide WeChat marketing countermeasures and suggestions
for the problems encountered in the survival and development of small and medium-sized enterprises in
Xinjiang, and theoretical and practical application value for small and medium-sized enterprises in
Xinjiang to implement WeChat marketing.
Key words: WeChat, WeChat marketing, Small and medium sized enterprises in Xinjiang