海南黎锦微信营销策略研究

海南黎锦微信营销策略研究

作者：张秀珍

导师：蔡道成

摘要

自从微信出现以来，用户增长速度非常惊人，短短不到三年的时间里微信的注册用户量就已经突破6亿。随着互联网络时代的快速发展，微信平台未来的发展空间是特别广阔的。很多企业看到微信的迅猛发展及其微信营销带来的商业利益，纷纷利用微信平台开展营销，微信营销渐渐成为一种热门的网络营销方式。但鉴于目前网络营销的快速发展，微信营销也迎来新的机遇与挑战，由此看来，企业如何制定营销策略才能更好的利用微信平台开展微信营销为企业获利成为一道难题。本文以海南黎锦微信营销策略研究为例，以营销理论作为指导对营销的相关概念及网络营销的特征进行综述，从更多的角度对微信营销进行研究，通过对微信营销的概述，微信营销的概念及发展，微信的定义与特点，微信营销和传统营销、微博营销等的区别，对微信营销的策略进行介绍分析。最后对海南黎锦营销现状及存在的问题进行阐述，分析现阶段黎锦营销策略存在的问题及黎锦的需求特征，结合黎锦微信营销现状案例与传统营销模式和现状营销方式存在的问题进行比较，探索适合海南黎锦的微信营销策略，为黎锦微信营销制定策略提供参考和借鉴。

关键词：微信营销；海南黎锦；营销策略

Hainan Li Jin WeChat marketing strategy research

Author：Zhangxiuzhen

Tutor：Caidaocheng

ABSTRACT

Since the advent of WeChat, user growth is terrible, less than three years of WeChat had 600 million registered users. With the rapid development of the Internet era, WeChat platform for future development space is especially broad. The rapid development of many enterprises saw WeChat WeChat marketing and business interests, by using WeChat platform to carry out marketing, WeChat marketing has become a popular way of network marketing. But with the rapid development of network marketing at present, WeChat marketing also usher in new opportunities and challenges, it seems that enterprises how to develop marketing strategies to better use WeChat platform to carry out the WeChat marketing profit become a difficult problem for the enterprise. This paper, taking hainan Li Jin WeChat marketing strategy research, for example, using the marketing theory as the guidance of marketing related concept and the characteristics of the network marketing were reviewed, from the Angle of more WeChat marketing research, through to the WeChat marketing overview, WeChat marketing concept and development of the, the definition and characteristics of WeChat WeChat marketing and traditional marketing, weibo, etc, the difference between the WeChat marketing strategy analysis is introduced. Finally of hainan Li Jin marketing present situation and existing problems are expounded, the problems existing in the analysis of the present stage Li Jin marketing strategy and the demand characteristics of Li Jin, combining Li Jin WeChat marketing status quo of the case and the present condition of the traditional marketing model and marketing problems, to explore the hainan Li Jin WeChat marketing strategy, for Li Jin WeChat marketing strategy to provide the reference and reference.

Keywords:WeChat marketing; Hainan Li Jin; The marketing strategy

目录

1绪论 (1)

1.1研究背景 (1)

1.2研究意义 (1)

1.3论文创新点 (1)

2理论综述 (2)

2.1营销的相关理论 (2)

2.1.1市场营销的概念 (2)

2.1.2网络营销的概念及特征 (2)

2.1.3产品定位的慨念 (2)

3微信营销概述 (3)

3.1.1微信的定义 (3)

3.1.2微信的特点 (3)

3.1.3微信的应用 (4)

3.2微信营销的概述 (4)

3.2.1微信营销的概念 (4)

3.2.2微信营销的发展 (4)

3.3微信营销与传统营销的方式对比 (5)

3.4微信营销与微博营销的对比 (5)

3.4.1属性不同 (5)

3.4.2用户的使用习惯不同 (6)

3.4.3传播特性不同 (6)

3.4.4使用的对象不同 (6)

4海南黎锦营销的现状及存在的问题 (6)

4.1海南黎锦的简介 (6)

4.2黎锦的需求特征 (7)

4.3黎锦营销现状 (7)

4.4黎锦营销现状存在的问题 (7)

4.4.1缺乏战略意识 (8)

4.4.2黎锦专业制作人员缺少 (8)

4.4.3黎锦专业公司不够 (8)

4.4.4缺乏创新产品方式 (8)

4.4.5营销渠道不完善 (9)