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MBA硕士毕业论文_J集团白酒微信营销策略研究PDF

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在当今移动互联网时代,企业传统的营销模式已经很难跟上时代发展的步 伐,许多企业逐渐转向线上营销,而微信作为超过十亿人使用的移动客户端应用, 备受青睐。当前,随着许多新型酒业公司的崛起,使本就竞争激烈的白酒行业面 临着更为严峻的挑战。FJ集团作为白酒行业中的传统企业,想要尽快抢占市场 份额,培养出一群粘性强而且流量价值丰富的用户群体,就要顺应移动互联网技 术快速发展的潮流,变革移动互联网时代的营销方式,提升企业微信营销策略。 鉴于此,本文选择FJ集团为研究对象,分析其当前微信营销的环境,通过调研 找到存在的问题并对症下药,为FJ集团白酒微信营销策略提出优化建议,帮助 企业突破市场瓶颈,吸引大量客户并满足他们的个性化需求,高效长久的留存顾 客,增强企业核心竞争力。 本文首先对国内外学者在微信营销领域方面的研究成果进行了梳理和归纳, 其次,利用调查问卷法,通过PEST和SWOT模型,对FJ集团白酒微信营销发展 状况和所处的环境进行了深入分析,明确FJ集团白酒微信营销的优势、劣势、 机会、挑战等。利用调查问卷获得一手资料并探讨调研结果,得出其微信营销现 阶段存在的主要问题有:缺乏整体营销战略意识、与客户互动沟通不足、与客户 关联度较低、与客户交互模式单一、回应客户需求不及时等问题。接着,结合 4C、4R、SICAS理论,有针对性地提出了优化对策,即构建整体策略、加强互动 沟通、增进与客户的关联、丰富与客户的交互模式、建立高效的反应机制等。最 后,为了保障FJ集团白酒微信营销策略的有效实施,建议在创新营销理念,加 大资金投入,培养适合白酒行业的微信营销团队等方面建立实施保障。希望经过 理论与实践的研究,对白酒行业的微信营销提供一些新的思路,帮助白酒企业营 销方式在移动互联网时代尽快完成转型升级。 关键词:FJ集团;白酒;微信营销;策略优化 II Abstract IntheeraofMobileInternet,thetraditionalmarketingmodelofenterpriseshas beendifficulttokeepupwiththepaceofthetimes,manyenterprisesaregradually turningtoonlinemarketing,andWechatasmorethanabillionpeopleusemobile clientapplications,popular.Atpresent,withtheriseofmanynew-typeliquor companies,thealreadycompetitiveliquorindustryisfacingmoreseverechallenges. Asatraditionalenterpriseinliquorindustry,FJgroupwantstoseizemarketshareas soonaspossibleandcultivateagroupofuserswithstrongstickinessandrichflow value,itmustconformtothetrendofrapiddevelopmentofmobileInternet technology,optimizetheenterpriseWechatmarketingstrategy,intheeraofmobile Internetmarketingreform,enhancecompetitiveness.Inviewofthis,thispaper choosesthemarketingstrategyofFJgroupliquorWechatastheresearchobject, throughanalyzingitscurrentmarketingadvantagesanddisadvantagesofWechat,and accordingtothecase,putsforwardrationalsuggestionsfortheoptimizationof marketingstrategyofWechatinthefuture,tohelpenterprisesbreakthroughthe marketbottleneck,attractalargenumberofcustomersandmeettheirpersonalized needs,efficientandlong-termretentionofcustomers,enhancethecore competitivenessofenterprises. Inthispaper,firstofall,scholarsathomeandabroadinthefieldofWechat marketingresearcharesummarizedandsummarized,andthen,usingquestionnaire, throughPESTandSWOTmodel,thispaperanalyzesthedevelopmentand environmentofWechatLiquorMarketingofFJgroup,andclarifiestheadvantages, disadvantages,opportunitiesandchallengesofWechatLiquorMarketingofFJgroup. Throughanalysis,themainproblemsofitsWechatmarketingatpresentstageare: lackofoverallmarketingstrategyawareness,lackofinteractionandcommunication withcustomers,lowrelevancewithcustomers,singlemodeofinteractionwith customers,untimelyresponsetocustomerneedsandsoon.Then,basedonthe theoriesof4C,4RandSICAS,thispaperputsforwardtheoptimization countermeasures,whicharetoconstructtheoverallstrategy,strengthentheinteractive communication,enhancetherelationshipwithcustomers,enrichtheinteractivemode withcustomers,andestablishtheefficientreactionmechanism.Finally,inorderto III ensuretheeffectiveimplementationofthemarketingstrategyofFJgroupliquor Wechat,itissuggestedtosetuptheimplementationguaranteeintheaspectsof innovatingthemarketingconcept,increasingthecapitalinvestment,andcultivating theWechatmarketingteamsuitableforliquorindustry.Ihopethatthroughthetheory andpracticeofresearch,theLiquorIndustryWechatmarketingtoprovidesomenew ideas,tohelpliquorenterprisesassoonaspossibletocompletethetransformationof marketingupgrading. Keywords:FJgroup;Liquor;WechatMarketing;strategyoptimization IV 目录 中文摘要....................................................................................................................Ⅰ 英文摘要....................................................................................................................Ⅱ 目录......................................................................................1 第一章绪论..............................................................................1 1.1研究背景............................................................................................................1 1.2研究意义............................................................................................................1 1.3研究方法............................................................................................................2 1.4研究内容............................................................................................................2 1.5国内外研究现状.................................................................................................3 1.5.1微信营销方面的研究.................................................................................3 1.5.2白酒营销方面的研究.................................................................................5 1.6论文创新点........................................................................................................6 第二章概念界定与相关理论......................................................................................7 2.1概念界定............................................................................................................7 2.1.1微信营销....................................................................................................7 2.2相关理论............................................................................................................7 2.2.14C营销理论..............................................................................................7 2.2.24R营销理论..............................................................................................7 2.2.3AISAS理论................................................................................................8 第三章FJ集团白酒微信营销的环境分析...............................................................9 3.1PEST分析...........................................................................................................9 3.1.1政治环境....................................................................................................9 3.1.2经济环境....................................................................................................9 3.1.3社会环境..................................................................................................10 3.1.4技术环境..................................................................................................10 3.2SWOT分析........................................................................................................11 3.2.1优势分析..................................................................................................11 3.2.2劣势分析..................................................................................................11 V 3.2.3机会分析..................................................................................................12 3.2.4威胁分析..................................................................................................12 第四章FJ集团白酒营销现状...................................................................................14 4.1FJ集团概述.....................................................................................................14 4.2FJ集团白酒营销渠道策略.............................................................................15 4.3FJ集团白酒的微信营销.................................................................................15 4.3.1构建微信营销平台.............