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随着智能手机的普及和无线网络的发展,微信作为最活跃的即时通讯工具,凭借其LBS、二维码、公众平台等功能成为继微博之后的企业营销新平台。本文对微博营销与微信营销进行了对比分析,指出微信营销具有高转化率、高精准性、高互动性等特点,为以客户为中心构建企业和客户之间的关系提供了新的渠道。本文基于微信营销的特点,引入移动营销的4I模型,从分众识别、即时的信息、互动沟通和个性化这四个维度深入探析了企业微信营销的策略。
With the popularization of smartphones and the development of wireless networks, WeChat is the most active instant messaging tool and has become the new platform for enterprise marketing after Weibo based on its LBS, QR codes and public platforms. This article makes a comparative analysis of Weibo marketing and WeChat marketing, and points out that WeChat marketing has such characteristics as high conversion rate, high precision and high interactivity, and provides a new channel for building the relationship between enterprises and customers with the customer as the center. This paper, based on the characteristics of WeChat marketing, introduces the 4I model of mobile marketing and probes into the strategy of WeChat marketing from the four dimensions of identity recognition, instant messaging, interactive communication and personalization.