微信营销的应用研究

The Applied Research of WeChat Marketing

自2012年8月微信公众平台正式上线后,特别是随着'精准营销'概念的引入,微信的'点对点'精准营销优势更加明显,使得微信在企业营销策略中的作用越来越不可忽视。如今随着智能手机的普及以及移动互联网、自媒体的迅猛发展,微信已成为集通信、营销、社交、媒体、工具五大功能于一体的平台化产品。选取了在发展和运营上都相对成功的微信公众号'罗辑思维'为研究对象,通过案例分析、内容分析、文献分析等,借鉴'5W'传播理论、市场营销相关理论、传播效果理论对其进行运营策略和运营效果的研究,概括出微信公众号在营销中的现实意义。

Since WeChat’s public platform was officially launched in August 2012,especially with the introduction of the concept of'precision marketing',WeChat’s'point-to-point'precision marketing advantages have become more and more obvious,making WeChat’s role in corporate marketing strategies increasingly important.Can not be ignored.With the popularity of smartphones and the rapid development of mobile Internet and self-media,WeChat has become a platform product that integrates the five functions of communication,marketing,social networking,media,and tools.This paper selected WeChat’s public number'Luoji’s Thinking',which is relatively successful in its development and operation,as the research object.Through case analysis,content analysis,literature analysis and other research methods,Based on the'5 W'communication theory,marketing related theory,and communication effect theory,the research on its operational strategy and operational effect summarized the practical significance of WeChat public number in marketing.