基于微信服务营销策略分析

XCLW50256  基于微信服务营销策略分析  (字数：13537)

中文摘要

  随着移动互联网技术的快速发展和移动终端的不断普及，社交网络等新兴服务正在以前所未有的速度促进人类社会数据类型和规模的增长。大数据时代正式来临，全面影响营销行业。大数据营销从媒体、消费者、广告营销战略规划、效果评估四个方面突破传统营销体系。微信营销随着大数据营销新营销手段的出现，被广泛应用于社会生活的各个方面。本文以新兴的营销方式——微信营销为例，介绍大数据的概念和特点，列举大数据的一些处理工具和方法。然后主要阐述大数据对微信营销的影响以及微信营销的现状。微信营销在大数据时代的冲击下无处不在。微信营销的实证分析以酒店微信营销为例，在营销模式下，运用评价体系和模糊综合评价法对营销效果进行评价，并提出营销建议和对策;微信营销是大势所趋。基于用户需求的个性化微信营销，使服务变得更加周到、周到、方便、安全，使线上线下联系更加紧密，用户与企业有良好的互动交流，实现精准营销具有重要的影响。

【关键字】大数据；微信营销；营销策略

Abstract

With the growing popularity of the rapid development of mobile Internet technology and mobile terminals, social networking and other new services to promote data types and scale of human society at an unprecedented rate, the official arrival of the era of big data, and the full impact of the marketing industry. Big Data Marketing from the media, consumers, advertising and marketing, strategic planning, eva luation of the effect of breaking the traditional four-level marketing system, accompanied by a large micro-channel marketing, data marketing and the emergence of new marketing tools, widely used in all aspects of social life.

In this paper, a new marketing tool that appears in the big data environment micro-channel marketing, introduces the concept and characteristics of big data, cited a number of tools and methods for handling large data; Subsequently mainly illustrate the effect of large data on micro-channel marketing, the status quo micro-channel marketing; under the age of big data impact micro-channel marketing is everywhere, the empirical analysis of micro-channel marketing in the hotel's micro-channel marketing, for example, micro-channel marketing model, using the eva luation system and fuzzy comprehensive eva luation method of marketing effectiveness eva luation, given marketing advice and countermeasures; micro-channel marketing is the trend.

Based on the needs of users personalized micro-channel marketing services become more caring, thoughtful, convenient and secure, so contact online and offline become more closely, users and enterprises with benign interactive communication, to achieve precision marketing has an important influence. 

[Keyword] big data; We Chat Marketing; marketing strategy

目录

第1章 绪论1

1.1 课题研究的背景和意义1

1.2 国内外研究现状1

1.3 本文的结构与主要内容3

第2章 相关理论综述4

2.1 大数据的概念及特征4

2.2 大数据的处理工具与方法5

2.2.1 大数据的处理工具5

2.2.2 大数据的处理方法6

2.3 传统网上营销策略7

2.4 微信的概念9

2.5 微信营销的意义9

第3章 微信营销现状分析11

3.1微信营销的发展现状11

3.2 大数据对微信营销的影响13

第4章 大数据微信营销实证分析16

4.1微信营销在酒店中的应用和效果16

4.1.1 7天酒店微信营销的现状16

4.1.2 微信营销的的模式16

4.1.3 微信营销的效果评价18

4.1.4 微信营销的结果分析21

4.2微信营销的对策建议21

第5章 结论与展望23

5.1 结论23

5.2 展望24

参考文献：25