“互联网+”背景下微信营销STP战略研究

The Research on STP Strategy of We Chat Marketing under the Background of Internet

"互联网+"时代,微信的营销作用更为凸显,但微信营销存在虚假宣传多、缺乏战略规划、内容同质化严重、沟通互动不足、碎片化阅读影响顾客学习、过度商业化等问题,营销方式改革势在必行。实施STP战略,需进行微信市场细分、目标受众选择和市场定位等方面规划,有助于提升企业微信营销效率。STP战略视角下微信策略选择有:开展诚信沟通、建立顾客信任;规范微信运行,不乱发广告;专业化运营,打造微信特色;提升内容质量,提高微信价值等策略上的改进。

Although the role of Wechat - marketing is more prominent in Internet ＋ era, marketing effect is not good. Marketing reform is imperative because there are many problems in enterprise Wechat. For example, there is too much false propaganda. It lacks of strategic planning and communication and interaction. Its content homogenei-ty is serious. Fragmented reading affects customer learning. Commercialization is excessive, and so on. Carrying out STP strategy will help to enhance the efficiency of Wechat - marketing business by segmenting WeChat market,se-lecting target audience and planning market positioning. Under the perspective of STP strategy, there are many choices of WeChat marketing,such as,to carry out good faith communication and build customeres＂trust,to standard WeChat run and no advertise random, to make professional operation and create WeChat features, to mprove the quality of content and the value of WeChat.