微信營銷發展趨勢及對策研究

史竹生

摘要：隨著互聯網技術的不斷更新完善，以及智能手機的逐漸普及，人們生活的世界早已從傳統互聯網時代悄無聲息地過渡到移動互聯網時代。新時代的來臨，使得受眾的媒介接觸行為也隨之發生變化。人們改變了昔日使用電腦上網的習慣，轉而選擇用智能手機上網獲取信息和娛樂。微信作為移動互聯網這一時代的必然產物，憑借著自身優勢迅速搶占用戶市場，并且已演變成大量受眾生活中不可或缺的一部分。微信營銷是移動互聯網時代應運而生的重要營銷平臺和工具，龐大的用戶群落和數據信息為微信營銷提供基礎依據，為企業競爭獲勝提供重要支持。微信營銷需要結合企業戰略規劃進行深度營銷，企業應當以微信營銷為切入點，抓住這個數據經濟時代賦予的機會。目前，各企業隨之紛紛開始意識到利用微信進行營銷的無窮價值，廣泛的客戶數據資源，成為企業實現經濟利益的法寶。但是，大多數企業因缺乏理論知識、營銷策劃、戰略規劃，微信營銷還停留在把微信作為發廣告、做推送的免費通道的初級階段，微信營銷的潛力并沒有充分發揮，未來企業應如何更有效的進行微信營銷依然是一個值得研究的課題。

關鍵詞：移動互聯網；微信；微信營銷

中圖分類號：F274 文獻標識碼：A

文章編號：1005-913X（2019）01-0067-03

Research on the Development Trend and Countermeasures of WeChat Marketing

Shi Zhusheng

（Anhui University of Technology， Ma 'anshan Anhui 243032）

Abstract：With Internet technology constantly updated sound， and smart phone gradually spread， people living in the world has already from the traditional Internet era quietly transition to the era of mobile Internet. The coming of the new era， so that the audience's media contact behavior also changes. People have changed the habit of using computers to surf the Internet， and instead choose to use smart phones to access information and entertainment. WeChat as an inevitable product of the era of mobile Internet， with its own advantages to quickly seize the user market， and has evolved into a large number of life is an integral part of the audience.WeChat marketing is an important marketing platform and tools of the era of the mobile Internet era， a huge user community and data information to provide the basis for the WeChat marketing， to provide an important support for the enterprise to win the competition. WeChat marketing needs to be combined with enterprise strategic planning depth marketing， enterprises should take the WeChat marketing as the entry point， seize the opportunity to give our economic era. At present， the enterprises have begun to realize that the use of WeChat to carry out the infinite value of marketing， a wide range of customer data resources， to become a magic weapon for enterprises to achieve economic benefits. But most enterprises because of the lack of theoretical knowledge， marketing planning， strategic planning， micro channel marketing still stays in the micro channel as advertisers， push the free passage of the primary stage， micro channel marketing potential has not brought into full play， enterprises in the future should how to more effectively the micro channel marketing still is a topic worthy of study.

Key words： Mobile Internet； WeChat； WeChat marketing