基于微信的零售企业新媒体营销策略探析

An Analysis of New Media Marketing Strategy of Retail Enterprises Based on WeChat

微信营销与移动互联网技术相结合,形成了其特有的营销模式和优势。从当前零售企业微信营销开展现状来看,其主要存在以下比较突出的问题:有效互动缺失、信息传播失真、客户挖掘不足、虚假承诺较多。零售企业可以改进微信营销策略,有效加强交流互动,推送真实信息提高客户忠诚度,加强客户信息搜集和开发利用,提高微信信息传播效果。

WeChat marketing combined with the mobile Internet technology forms its unique marketing model and advantage. According to the current situation of WeChat marketing carried out by the retail enterprises,the main problems are as follows： lack of effective interaction,information transmission distortion,insufficient customer mining,and more false promises. This paper thinks that retail enterprises can improve WeChat marketing strategy by strengthening interaction effectively,pushing the true information to improve customer loyalty,collecting and utilizing customer information to improve the effect of WeChat information dissemination.