【正文】 ying defects and errors are more obvious. This article looks at the microchannel public platform to explore microchannel public platform marketing strategy, interpret the advantages and shortings microchannel marketing, public platform marketing, noting solutions defects to help settled microchannel public platform for enterprises to overe deficiencies, out of misunderstanding, correct and efficient public use microchannel marketing platform. Keywords: Wechat。 Marketing strategy 徐州工程學(xué)院畢業(yè)論文 I 目 錄 1 緒論 ............................................................................................................................................. 1 研究背景及意義 .................................................................................................................. 1 研究背景 ....................................................................................................................... 1 研究意義 ....................................................................................................................... 1 研究?jī)?nèi)容、方法與技術(shù)路線 .............................................................................................. 2 研究?jī)?nèi)容 ....................................................................................................................... 2 研究方法 ....................................................................................................................... 2 技術(shù)路線 ....................................................................................................................... 2 2 微信公眾平臺(tái)概論 ..................................................................................................................... 4 微信 公眾平臺(tái)簡(jiǎn)介 .............................................................................................................. 4 微信公眾平臺(tái)的概念 ................................................................................................... 4 微信公眾平臺(tái)的發(fā)展現(xiàn)狀 ........................................................................................... 4 企業(yè)營(yíng)銷與微信公眾平臺(tái) .................................................................................................. 5 微信公眾平臺(tái)與企業(yè)營(yíng)銷的關(guān)系 ............................................................................... 5 微信公眾平臺(tái)對(duì)企業(yè)營(yíng)銷的影響 ............................................................................... 6 微信公眾平臺(tái)營(yíng)銷方式與特點(diǎn) .......................................................................................... 7 主要的營(yíng)銷方式 ........................................................................................................... 7 營(yíng)銷方式的特點(diǎn) ......................................................................................................... 10 3 招商銀行微信公眾賬號(hào)營(yíng)銷策略研究 ................................................................................... 12 企業(yè)微信公眾賬號(hào)發(fā)展前景預(yù)估 .................................................................................... 12 微信支付是關(guān)鍵切入點(diǎn) ............................................................................................. 12 線上線下，微信無(wú)縫對(duì)接 ......................................................................................... 13 關(guān)于招商銀行微信公眾賬號(hào) ............................................................................................ 14 招商銀行微信公眾賬號(hào)簡(jiǎn)介 ..................................................................................... 14 招商銀行微信公眾賬號(hào)發(fā)展現(xiàn)狀 ............................................................................. 15 招商銀行微信公眾賬號(hào)營(yíng)銷策略分析 ............................................................................ 15 品牌營(yíng)銷 ..................................................................................................................... 15 情感營(yíng)銷 ..................................................................................................................... 15 產(chǎn)品營(yíng)銷 ..................................................................................................................... 16 互動(dòng)營(yíng)銷 ..................................................................................................................... 18 招商銀行公眾賬號(hào)營(yíng)銷存在的問(wèn)題 ................................................................................ 19 用戶群體細(xì)分不明確 ................................................................................................. 19 缺乏用戶粘性 ............................................................................................................. 19 徐州工程學(xué)院畢業(yè)論文 II 互動(dòng)體驗(yàn)欠佳 ............................................................................................................. 20 對(duì)微信公眾平臺(tái)營(yíng)銷不夠重視 ................................................................................. 21 4 招商銀行微信公眾賬號(hào)營(yíng)銷策略改進(jìn) ................................................................................... 23 細(xì)分用戶群體，實(shí)現(xiàn)定制化服務(wù) .................................................................................... 23 實(shí)施 CRM 策略進(jìn)行用戶細(xì)分 ..................................................................................... 23 進(jìn)行定制化信息推送 ................................................................................................. 23 改善用戶體驗(yàn)，增強(qiáng)用戶粘性 ........................................................................................ 23 時(shí)刻了解用戶滿意度 ................................................................................................. 23 掌握最佳推送時(shí)間與頻率 ......................................................................................... 24 繼續(xù)提升信息質(zhì)量 ..................................................................................................... 24 提升互動(dòng)體驗(yàn) .................................................................................................................... 24 人工與智能互動(dòng)并存 ................................................................................................. 24 線下互動(dòng)定期開展 ..................................................................................................... 25 提高對(duì)微信公眾平臺(tái)的重視 ...............