摘要
2011年微信的推出与应用催生了一种新型的网络营销方式——微信营销,微信营销凭借其独有的网络传播效力和潜在的精准优势,吸引了无数餐饮企业。然而,微信营销在大部分餐饮企业的应用广度、深度及效果并不令人满意,原因究竟为何,学界尚缺乏深入研究。文章基于前20强餐饮企业的调研数据,分析了目前微信营销的应用现状、存在问题,并提出了相关建议,旨在有效地促进微信营销在餐饮业中的应用和推广。
The appearance and wide spreading of Wechat in 2011 gave birth to a novel, advanced and convenient marketing--Wechat marketing. Because of its special online spreading effectiveness and potentially accurate efficiency, many catering enterprises have started to employ the new channel. Unfortunately, the effects of Wechat marketing of the catering enterprises are still limited, which needs further exploration of researchers. Based on data collected from the top 20 catering businesses, this paper analyzes its status quo and problems, and suggests corresponding measures, aiming to effectively promote its use in this field.
出处
《四川旅游学院学报》
2015年第6期25-29,共5页
Journal of Sichuan Tourism University
关键词
微信营销
餐饮业
公众账号
微信技术第三方
Wechat marketing
catering industry
public account
Wechat third-party technical service provider
