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1、哈尔滨工业大学管理学硕士学位论文AbstractAsthecontinuousdevelopmentofInternetand4Gcommunicationtechnology,informationtechnologygraduallymakethefocusshifttomobiledevices.WeChatisapopularinformationtechnologyproductnowadays,andWeChatmarketingisthenewcontentofmobileInternetmarketinginelectroniccommerce,wh
2、ichistakenseriouslybymoreandmoreenterprises,buttherealsuccessenterprisesthattakeWeChatmarketingislittle.ChoosingWeChatmarketingmodereasonablyisthekeyofWeChatmarketingforenterprises,thereforethestudyputWeChatmarketingmodeasthemaincontent,analyzethedifferentWeChatmarketingmode,evaluateth
3、eeffectofWeChatmarketingmode,andfinallyputforwardtotheimprovementsuggestionsaboutenterpriseWeChatmarketingmode.Firstofall,throughtheliteratureresearch,theresearchanalyzethesummarybasicsituation,functionsandcharacteristicsofWeChat，anddefinetheconceptofWeChatmarketingmode.Onthebasis,ther
4、esearchanalyzetheelementsandprocessesofinformationtransmissionintheWeChatmarketingmodel.Accordingtothecommunicationmodeof"5W",theresearchanalyzetheelementsofinformationdisseminationinWeChatmarketingmode,andcombiningwithfivecasesanalyzeinformationtransmissionprocessfordifferententerpris
5、esinWeChatmarketingmodel.Then,combiningwithWeChatmarketingfivecorefunctionstheresearchformfivemodes,andrespectivelytherearethemarketingmodelbasedonthefunctionofpeoplenearby,themarketingmodelbasedonthefunctionoffloatingbottle,themarketingmodelbasedonthefunctionofscanningQRcode,themarket
6、ingmodelbasedonthefunctionofWeChatsharingandopenplatform,andthemarketingmodelbasedonthefunctionofWeChatpublicplatform,differentmodescorrespondtoavarietyofmarketingstrategies,inordertobuildmoreperfectmarketingmodel,therearedifferentapplicableconditionsindifferentmodes,whenenterprisescho
7、oseWeChatmarketingmodes,enterprisesshouldcombinewiththeirownsituation.ByXiaomienterpriseWeChatmarketingcase,theresearchanalyzehowaspecificenterpriseadoptWeChatmarketingmodesandstrategiesatpresent.Finally,theresearchevaluatetheeffectofWeChatmarketingmode.Accordingtotheconsumerbehavior
