企业微信营销研究及策略分析

The Research of Enterprises' WeChat Marketing and Its Strategy

随着微信的日渐普及,微信营销也为众多企业所重视。伴随着精准营销概念的引入以及即时营销研究的不断深入,点对点精准营销已经成为微信营销的独特优势,与此同时,微信的独特营销模式带动了移动互联网的改革。以企业微信营销为研究对象,从多角度分析企业营销的利弊与企业微信营销的现状和问题,并化弊为利,提出注重互动性、个性化的营销策略、客户的维护与培养等方法,让微信营销能够在网络文化兴起背景下给企业创造更大正面效益。

WeChat marketing attracts more attention of enterprises with the spread of WeChat. Along with the introduction of accurate marketing definition and the deeper study of instant marketing, the poing-to-point accuate marketing has become the unique advantage of WeChat marketing. Meanwhile, the unique marketing mode of WeChat improves the reform of mobile internet. Taking the enterprise WeChat marketing as samples, this paper analyses the advantages and disadvantages of en- terprise marketing and the status and problem of enterprise WeChat marketing from multi-angles. In order to eliminate the disadvantages, this paper puts forward methods to focus on the interactivity, personalized marketing strategy, the maintenance and development of customers, which will promote the WeChat marketing create more positive benefits under the thriving network cultural background.