2011年微信出现在大众的视野,微信在近两年快速的发展,使其成为移动互

联网营销的重要应用之一,微信营销是继微博营销之后的新媒体营销的典型代表。

众多企业微信营销的成功案例,让国内企业将目光转向了微信。微信做为社交性

应用软件,其及时性传播,精准性投放、病毒性扩散等营销传播特性,日益凸显

了其优越的营销传播价值。

微信营销传播虽然被很多人认可,然而目前国内只有少数的企业能够成功的

利用微信作为营销传播手段,大部分的企业依然找不到适合自身的微信营销传播

策略。国内微信营销传播的理论研究正处在快速发展的阶段,微信营销传播理论

研究不断增加,但是理论的研究仍是缺乏系统性。本文借助传播理论和营销理论,

分析企业微信营销传播的应用现状,针对目前微信营销的问题提出策略,为将来

企业的微信营销传播提供些许借鉴。

本文共有七章,首先,对国内外对于微信营销传播的研究现状进行整理研究。

而后对文章整体涉及到的相关理论整理综合。第三章则是对微信营销传播现状进

行了详细的分析。第四章,对微信营销传播渠道提出来创新思路进行了分析。第

五章,提出微信营销传播在理念、策略、功能等方面提出了创新思路。第六章,

通过对企业成功案例的进行实证分析,将理论和现实应用相结合对未来其他企业

进行微信营销提供借鉴。

关键词:微信;营销传播;模式;策略

英文摘要

ABSTRACT

Wechat appears in 201L it is developing quickly in last two years and becomes one of

the most important application of mobile Internet marketing,Wechat marketing is typcial

application of new media marketing after microblogging marketing .There are Many

successful enterprises wechat marketing cases and many enterprises pay close attention on the

wechat. As social-line application software, wechat software have many features such as the

timely dissemination, accurate delivery, the viral proliferation and so on.Wechat highlights its

superior value of marketing communication .

Wechat marketing communication has been accepted by many people, however, only a

few enterprises can successfully use wechat as a marketing communication tool,most

enterprises still can not find a suitable matketing communication strategy for their own

weehat marketing communication strategy.The theoretical study of wechat marketing

communication is in rapid development stage and the wechat marketing theory research is

increasing.But the research is still lack of systemic .With propagation theory and marketing

theory, this article analysis the present situation of the application of wechat marketing and

put forward the strategy to solve the problem of wechat marketing, hoping to provid some

reference for wechat marketing

In this article has six chapters, the first part summmized the current situation of wechat

marketing communication research md development in domestic and foreign.Then analysis

the definition of correlation theory.The third chapter analysis the marketing communication in

detail. The fourth and fifth chapter, analyzed the innovation of wechat marketing

communications channel and strategy. The final chapter summarize the whole article.

Keywords: Wechat;Marketing; Communications;Model ;Strategy