基于SWOT分析的企业微信营销策略

On WeChat Marketing Strategy of Businesses Based on SWOT Analysis

微信营销作为新媒体环境下新兴的网络营销模式,具有投入成本低、操作简单快捷、信息传播速度快且互动性强、容易产生冗余信息等特点。基于这些特点,很多企业加入微信平台,为其营销活动带来新的发展机遇,但同时也面临不少问题。本文运用SWOT分析法对企业微信营销进行优势分析、劣势分析、机会分析、威胁分析,提出了企业微信营销的策略:保证内容及服务质量,提高用户体验度;联合多种营销方式,与同类或他类产品品牌合作;完善微信系统安全等。

WeChat marketing, as an emerging online marketing mode under the situation of new media, is characterized by low cost, easy operation, fast transmission of information and strong interactivi- ty, but an inclination of producing redundant information. What it brings to the businesses is not only op- portunities, but challenges as well. The paper, based on SWOT analysis, namely, analysis of strengths, weakness, opportunity and threats, proposes a WeChat marketing used by guaranteeing the quality of service, improving the user experience, realizing the integrated marketing between Wechat and microblog- ging, combining with the same or different brands, and perfecting the system of safety.