品牌服装企业公众号营销中的用户需求挖掘与分析

Analysis of the customer demands in official account marketing of brand clothing enterprises

为了更好地分析和挖掘微信公众号用户的需求,基于文献查阅和实地调研,分析品牌服装企业微信公众号营销的现状及存在问题。通过焦点小组访谈和头脑风暴法,提取服装微信公众号用户的模糊需求,进一步对用户需求进行分类,构建用户在服装企业微信公众号功能、推送内容、推送方式上的需求模型。最后通过问卷调査,得到用户对于品牌服装企业微信公众号在功能、推送内容和推送方式等方面的需求满意度。

To analyze and excavate the demands of WeChat official account users better,the status of WeChat official account in brand clothing enterprises was explored and summarized based on the literature review and field research.The fuzzy requirement table of the WeChat official account users was extracted through the method of focus group interview and brainstorming,and the users′ sorted requirement table was obtained,the model of WeChat official account user demand on the function,push content and push way was further built.The user demand satisfaction with function,push content and push way of WeChat official account was obtained through the questionnaire survey.