微信營(yíng)銷發(fā)展趨勢(shì)及對(duì)策研究

史竹生

摘要：隨著互聯(lián)網(wǎng)技術(shù)的不斷更新完善，以及智能手機(jī)的逐漸普及，人們生活的世界早已從傳統(tǒng)互聯(lián)網(wǎng)時(shí)代悄無(wú)聲息地過(guò)渡到移動(dòng)互聯(lián)網(wǎng)時(shí)代。新時(shí)代的來(lái)臨，使得受眾的媒介接觸行為也隨之發(fā)生變化。人們改變了昔日使用電腦上網(wǎng)的習(xí)慣，轉(zhuǎn)而選擇用智能手機(jī)上網(wǎng)獲取信息和娛樂(lè)。微信作為移動(dòng)互聯(lián)網(wǎng)這一時(shí)代的必然產(chǎn)物，憑借著自身優(yōu)勢(shì)迅速搶占用戶市場(chǎng)，并且已演變成大量受眾生活中不可或缺的一部分。微信營(yíng)銷是移動(dòng)互聯(lián)網(wǎng)時(shí)代應(yīng)運(yùn)而生的重要營(yíng)銷平臺(tái)和工具，龐大的用戶群落和數(shù)據(jù)信息為微信營(yíng)銷提供基礎(chǔ)依據(jù)，為企業(yè)競(jìng)爭(zhēng)獲勝提供重要支持。微信營(yíng)銷需要結(jié)合企業(yè)戰(zhàn)略規(guī)劃進(jìn)行深度營(yíng)銷，企業(yè)應(yīng)當(dāng)以微信營(yíng)銷為切入點(diǎn)，抓住這個(gè)數(shù)據(jù)經(jīng)濟(jì)時(shí)代賦予的機(jī)會(huì)。目前，各企業(yè)隨之紛紛開(kāi)始意識(shí)到利用微信進(jìn)行營(yíng)銷的無(wú)窮價(jià)值，廣泛的客戶數(shù)據(jù)資源，成為企業(yè)實(shí)現(xiàn)經(jīng)濟(jì)利益的法寶。但是，大多數(shù)企業(yè)因缺乏理論知識(shí)、營(yíng)銷策劃、戰(zhàn)略規(guī)劃，微信營(yíng)銷還停留在把微信作為發(fā)廣告、做推送的免費(fèi)通道的初級(jí)階段，微信營(yíng)銷的潛力并沒(méi)有充分發(fā)揮，未來(lái)企業(yè)應(yīng)如何更有效的進(jìn)行微信營(yíng)銷依然是一個(gè)值得研究的課題。

關(guān)鍵詞：移動(dòng)互聯(lián)網(wǎng)；微信；微信營(yíng)銷

中圖分類號(hào)：F274 文獻(xiàn)標(biāo)識(shí)碼：A

文章編號(hào)：1005-913X（2019）01-0067-03

Research on the Development Trend and Countermeasures of WeChat Marketing

Shi Zhusheng

（Anhui University of Technology， Ma 'anshan Anhui 243032）

Abstract：With Internet technology constantly updated sound， and smart phone gradually spread， people living in the world has already from the traditional Internet era quietly transition to the era of mobile Internet. The coming of the new era， so that the audience's media contact behavior also changes. People have changed the habit of using computers to surf the Internet， and instead choose to use smart phones to access information and entertainment. WeChat as an inevitable product of the era of mobile Internet， with its own advantages to quickly seize the user market， and has evolved into a large number of life is an integral part of the audience.WeChat marketing is an important marketing platform and tools of the era of the mobile Internet era， a huge user community and data information to provide the basis for the WeChat marketing， to provide an important support for the enterprise to win the competition. WeChat marketing needs to be combined with enterprise strategic planning depth marketing， enterprises should take the WeChat marketing as the entry point， seize the opportunity to give our economic era. At present， the enterprises have begun to realize that the use of WeChat to carry out the infinite value of marketing， a wide range of customer data resources， to become a magic weapon for enterprises to achieve economic benefits. But most enterprises because of the lack of theoretical knowledge， marketing planning， strategic planning， micro channel marketing still stays in the micro channel as advertisers， push the free passage of the primary stage， micro channel marketing potential has not brought into full play， enterprises in the future should how to more effectively the micro channel marketing still is a topic worthy of study.

Key words： Mobile Internet； WeChat； WeChat marketing