基于微信服務(wù)營銷策略分析

XCLW50256  基于微信服務(wù)營銷策略分析  (字?jǐn)?shù)：13537)

中文摘要

  隨著移動互聯(lián)網(wǎng)技術(shù)的快速發(fā)展和移動終端的不斷普及，社交網(wǎng)絡(luò)等新興服務(wù)正在以前所未有的速度促進(jìn)人類社會數(shù)據(jù)類型和規(guī)模的增長。大數(shù)據(jù)時代正式來臨，全面影響營銷行業(yè)。大數(shù)據(jù)營銷從媒體、消費者、廣告營銷戰(zhàn)略規(guī)劃、效果評估四個方面突破傳統(tǒng)營銷體系。微信營銷隨著大數(shù)據(jù)營銷新營銷手段的出現(xiàn)，被廣泛應(yīng)用于社會生活的各個方面。本文以新興的營銷方式——微信營銷為例，介紹大數(shù)據(jù)的概念和特點，列舉大數(shù)據(jù)的一些處理工具和方法。然后主要闡述大數(shù)據(jù)對微信營銷的影響以及微信營銷的現(xiàn)狀。微信營銷在大數(shù)據(jù)時代的沖擊下無處不在。微信營銷的實證分析以酒店微信營銷為例，在營銷模式下，運用評價體系和模糊綜合評價法對營銷效果進(jìn)行評價，并提出營銷建議和對策;微信營銷是大勢所趨。基于用戶需求的個性化微信營銷，使服務(wù)變得更加周到、周到、方便、安全，使線上線下聯(lián)系更加緊密，用戶與企業(yè)有良好的互動交流，實現(xiàn)精準(zhǔn)營銷具有重要的影響。

【關(guān)鍵字】大數(shù)據(jù)；微信營銷；營銷策略

Abstract

With the growing popularity of the rapid development of mobile Internet technology and mobile terminals, social networking and other new services to promote data types and scale of human society at an unprecedented rate, the official arrival of the era of big data, and the full impact of the marketing industry. Big Data Marketing from the media, consumers, advertising and marketing, strategic planning, eva luation of the effect of breaking the traditional four-level marketing system, accompanied by a large micro-channel marketing, data marketing and the emergence of new marketing tools, widely used in all aspects of social life.

In this paper, a new marketing tool that appears in the big data environment micro-channel marketing, introduces the concept and characteristics of big data, cited a number of tools and methods for handling large data; Subsequently mainly illustrate the effect of large data on micro-channel marketing, the status quo micro-channel marketing; under the age of big data impact micro-channel marketing is everywhere, the empirical analysis of micro-channel marketing in the hotel's micro-channel marketing, for example, micro-channel marketing model, using the eva luation system and fuzzy comprehensive eva luation method of marketing effectiveness eva luation, given marketing advice and countermeasures; micro-channel marketing is the trend.

Based on the needs of users personalized micro-channel marketing services become more caring, thoughtful, convenient and secure, so contact online and offline become more closely, users and enterprises with benign interactive communication, to achieve precision marketing has an important influence. 

[Keyword] big data; We Chat Marketing; marketing strategy

目錄

第1章 緒論 1

1.1 課題研究的背景和意義 1

1.2 國內(nèi)外研究現(xiàn)狀 1

1.3 本文的結(jié)構(gòu)與主要內(nèi)容 3

第2章 相關(guān)理論綜述 4

2.1 大數(shù)據(jù)的概念及特征 4

2.2 大數(shù)據(jù)的處理工具與方法 5

2.2.1 大數(shù)據(jù)的處理工具 5

2.2.2 大數(shù)據(jù)的處理方法 6

2.3 傳統(tǒng)網(wǎng)上營銷策略 7

2.4 微信的概念 9

2.5 微信營銷的意義 9

第3章 微信營銷現(xiàn)狀分析 11

3.1微信營銷的發(fā)展現(xiàn)狀 11

3.2 大數(shù)據(jù)對微信營銷的影響 13

第4章 大數(shù)據(jù)微信營銷實證分析 16

4.1微信營銷在酒店中的應(yīng)用和效果 16

4.1.1 7天酒店微信營銷的現(xiàn)狀 16

4.1.2 微信營銷的的模式 16

4.1.3 微信營銷的效果評價 18

4.1.4 微信營銷的結(jié)果分析 21

4.2微信營銷的對策建議 21

第5章 結(jié)論與展望 23

5.1 結(jié)論 23

5.2 展望 24

參考文獻(xiàn)： 25