摘要：微信作为时下最热门的移动终端平台，已经“超越”了单纯的社交工具。作为文化产业元素“异业渗透”的典型，它担负了新时代营销的重要任务，成为了营销界的新宠，并具有巨大的发展空间。目前，众多企业都开展了微信营销活动，涌现出许多成功的案例。然而，仍有部分企业找不到微信营销思路的和策略，无法开展微信营销。本文通过整理前人的研究数据和结论，并结合自己的实习，以“一条”和“可口可乐中国”两个微信公众平台为实证，从当前微信营销的现实规模、优势特点及存在问题三个方面分析了微信营销的现状；从目前微信营销发展中遇到的瓶颈和发展方向，分析了微信营销未来的发展趋势；文章最后针对微信营销中存在的问题提出了创新性优化举措。希望通过本文的研究，为企业的微信营销提供一些切实可行的参考，帮助其开展微信营销及提高营销效果。48950

毕业论文关键词：微信营销　 现状与发展趋势  优化举措  文化产业异业渗透

The research on present situation and future development trend of WeChat marketing

——Take “one strip” and “Coca-Cola China” as examples

Abstract： As a major mobile terminal platform, WeChat goes further than simple communication tools，As the typical elements of cultural industry permeated into different industries，it plays an important role in new era’s marketing. The tide of WeChat with a promising future makes many enterprises to develop WeChat marketing activities, and brings in so many success. However, there are still some enterprises who couldn’t find the suitable way of marketing. Therefor, the paper turns the light on three aspects which are real scale, advantages and potential problems of WeChat marketing to analyze the current situation. The study is based on former study data and conclusions combined with my internship experiences by using two WeChat platforms examples from “Yitiao” and “Coca-Cola China”. In addition, the paper analyzes the future trend of WeChat marketing based on the current issues and puts forward creative measures. Hoping the study of this paper can provide some practicable suggestions and help improving the effect of marketing.

Keywords: WeChat Marketing  Present situation and development trend  Optimization measures   cultural industry permeated into different industries    

目录

一、 绪论 5

(一) 研究背景 5

(二) 研究目的及意义 6

(三) 研究思路与方法 6

二、 微信营销的相关概念 7

(一) 微信及其功能 7

(二) 微信公众平台 8

(三) 微信营销 8

三、 微信营销的现状分析 8

(一) 微信营销现实规模 8

(二) 微信营销具有的优势特点 9

(三) 微信营销存在的问题 12