【正文】 分 類 號(hào) ： TP391 學(xué)號(hào)： 1122240123 學(xué)號(hào)： 1234567891 本科畢業(yè)論文 微信公眾賬號(hào)營(yíng)銷理論探析 Micro Letter Public Account Marketing Theory Analysis 姓 名： 王 浩 君 專 業(yè)： 市 場(chǎng) 營(yíng) 銷 指導(dǎo)教師姓名： 白 樺 指導(dǎo)教師 職稱 ： 副 教 授 2020 年 4 月 長(zhǎng)春師范大學(xué)本科畢業(yè)論文 I 摘 要 國(guó)外研究機(jī)構(gòu) Gartner 發(fā)布最新統(tǒng)計(jì)數(shù)據(jù)，全世界智能手機(jī)的銷售量在 2020 年的最新記錄。 2020 年智能手機(jī)的銷售量將近 12 億支，和 2020 年比較成長(zhǎng)了差不多%，占全世界智能手機(jī)銷量的 3/2。 隨著智能手機(jī)的崛起，意味著其大大加速了移動(dòng)互聯(lián)網(wǎng)的的發(fā)展，而智能手機(jī)也是我們?nèi)粘Ｉ钪行斡安浑x的必備品。因此也推動(dòng)了電子商務(wù)的巨大發(fā)展，而其中網(wǎng)絡(luò)營(yíng) 銷成為其重中之重， 網(wǎng)絡(luò)營(yíng)銷已經(jīng)進(jìn)入了一個(gè)成熟期 。 而 移動(dòng) 互聯(lián)網(wǎng)時(shí)代的營(yíng)銷就是 “ 微信營(yíng)銷 ” ，移動(dòng) 互聯(lián)網(wǎng) 營(yíng)銷 方式 是一種新的營(yíng)銷方式，那么微信 公眾平臺(tái) 營(yíng)銷就是一場(chǎng) 網(wǎng)絡(luò)營(yíng)銷 偉大的革命。 自從 2020 年 1 月 微信 正式面世以來(lái) ， 直到現(xiàn)在已經(jīng)有 億用戶了。 不少 商家也看到 了微信中的巨 大的商機(jī)， 慢慢從 微博營(yíng)銷 方式轉(zhuǎn)向 微信營(yíng)銷。騰訊 當(dāng)初研發(fā)微信是為了 人們可以 更好的 互動(dòng)交流 ，功能 差不多和 飛信 那樣 ，脫機(jī) 都 能 收到 信息，能讓 信息準(zhǔn)時(shí)到達(dá)用戶手上。騰訊 這時(shí)候 也發(fā)現(xiàn) 了 這是一個(gè)很大的商機(jī)，就 慢慢 推出微信公眾平臺(tái)和微信 。 微信公 眾平臺(tái)是企業(yè)與 粉絲（客戶） 之間溝通 交流 的平臺(tái)，微信 推出的最新功能也是除了增加游戲外，還 增加了微信錢包提供了支付功能 。 從而加倍推動(dòng)了微信工作平臺(tái)營(yíng)銷，微信 公眾平臺(tái) 營(yíng)銷逐漸成為了網(wǎng)絡(luò)營(yíng)銷的主流。 其中微信公眾平臺(tái)它本身的強(qiáng)大功能 是企業(yè)可以用很低 的成本就可以組建起一支龐大的 粉絲宣傳團(tuán)隊(duì)，每當(dāng)企業(yè)有活動(dòng)或者推出新品，這些粉絲就會(huì)相互轉(zhuǎn)載， 評(píng)論，點(diǎn)贊，奔走相告，讓企業(yè)幾乎不需要成本就可以起到巨大的宣傳效果，甚至可以將其所有粉絲轉(zhuǎn)換為有效客戶，進(jìn)而促進(jìn)成交率，為企業(yè)帶來(lái)巨大的收益。如果沒(méi)有社交網(wǎng)絡(luò)，企業(yè)想在極 短的時(shí)間內(nèi)達(dá)到相同的效果，不花極高的成本是不可能的。 繼微信公眾平臺(tái)之后，微信相繼推出了微信紅包，微商城等，微信功能的不斷完善也奠定了微信公眾平臺(tái)在網(wǎng)絡(luò)營(yíng)銷的主導(dǎo)地位。 2020 年新年 最火的微信紅包，更是加強(qiáng)了用戶與企業(yè)，用戶與用戶之間的互動(dòng)，穩(wěn)固了微信營(yíng)銷在網(wǎng)絡(luò)營(yíng)銷中地位。微信公眾平臺(tái)讓你可以瞬間擁有千萬(wàn)粉絲，千 萬(wàn)的潛在客戶瀏覽產(chǎn)品，絕對(duì)是企業(yè)發(fā)展的超級(jí)秘密武器，是微信營(yíng)銷中的第一大法寶 關(guān)鍵詞：智能手機(jī) 移動(dòng)互聯(lián)網(wǎng) 微信公眾平臺(tái) 網(wǎng)絡(luò)營(yíng)銷 微信營(yíng)銷 微商城 長(zhǎng)春師范大學(xué)本科畢業(yè)論文 II Abstract International research and consultancy Gartner released the latest statistics, the global intelligent mobile terminal sales hit a new record in phone terminal sales for billion, 2020, a % growth in 2020, accounts for twothirds of the global mobile phone sales. With the rise of smartphones, means that it has greatly accelerated the development of mobile Inter, and smart phones is also inseparable essentials in our daily promote the great development of electronic merce, and the work marketing bee its top priority, the work marketing has entered a mature period, and the era of mobile Inter marketing is marketing micro letter, mobile marketing is a kind of new marketing methods, the micro letter marketing is a great revolution. Since the micro letter officially launched in January 2020, until now has 483 million smart businessmen have also seen the huge opportunity, start by weibo marketing to micro is originally developed micro letter in order to better munication between people, like Yu Feixin function, offline information, also can accept makes information arrive at the user39。s also found that this is a great opportunity, is gradually introduced the micro believe it public platform and micro, micro letter public platform is a platform of munication between enterprises and individuals, micro letter is the latest function in addition to increasing the game, still have one more payment functions. To be more promoted the micro letter marketing, micro letter marketing gradually bee the mainstream of the work marketing, including micro letter public platform itself is the power of the enterprise can use very low very low cost can form up a huge fan of propaganda team, when firms have activities or launch new products, these fans will mutually reproduced, ments, some praise, infectious almost do not need to cost can make enterprises have huge publicity effect, all of his fans can even convert customers effectively, and promote sellthrough rate, bring huge benefits for the there is no social work, enterprise want to in a very short period of time to achieve the same effect, it is impossible to not spend high cost. Micro letter successively introduced the micro letter a red envelope, the shopping mall and the continuous improvement of the micro letter function also laid its dominance in the work marketing, the 2020 New Year red envelopes, the most popular micro letter is reinforced by the user and the enterprise, the user and the user interaction, lead to the position of micro letter marketing in work marketing can39。t shake, and micro letter public 長(zhǎng)春師范大學(xué)本科畢業(yè)論文 III platform is the first big magic weapon in marketing micro letter, let you can instantly have millions of fans, thousands of potential customers browse products, micro letter public platform is definitely a super secret weapon in the development of enterprises. Key words： A smart phone The mobile Inter Micro public platform The work marketing Micro letter marketing Micro mall 長(zhǎng)春師范大學(xué)本科畢業(yè)論文 IV 目 錄 摘 要 .............................................................. I Abstract ........................................................... II 目 錄 ............................................................. IV 一、緒 論 .......................................................... 6 （一）研究背景 ......................................................... 6 （二）問(wèn)題的提出 ....................................................... 6 （三）研究的理論意義與現(xiàn)實(shí)意義 ......................................... 7