资源描述：
《电子商务背景下企业微信营销模式研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、哈尔滨工业大学管理学硕士学位论文AbstractAsthecontinuousdevelopmentofInternetand4Gcommunicationtechnology,informationtechnologygraduallymakethefocusshifttomobiledevices.WeChatisapopularinformationtechnologyproductnowadays,andWeChatmarketingisthenewcontentofmobileInternetmarketinginel
2、ectroniccommerce,whichistakenseriouslybymoreandmoreenterprises,buttherealsuccessenterprisesthattakeWeChatmarketingislittle.ChoosingWeChatmarketingmodereasonablyisthekeyofWeChatmarketingforenterprises,thereforethestudyputWeChatmarketingmodeasthemaincontent,analyzethed
3、ifferentWeChatmarketingmode,evaluatetheeffectofWeChatmarketingmode,andfinallyputforwardtotheimprovementsuggestionsaboutenterpriseWeChatmarketingmode.Firstofall,throughtheliteratureresearch,theresearchanalyzethesummarybasicsituation,functionsandcharacteristicsofWeChat
4、，anddefinetheconceptofWeChatmarketingmode.Onthebasis,theresearchanalyzetheelementsandprocessesofinformationtransmissionintheWeChatmarketingmodel.Accordingtothecommunicationmodeof"5W",theresearchanalyzetheelementsofinformationdisseminationinWeChatmarketingmode,andcomb
5、iningwithfivecasesanalyzeinformationtransmissionprocessfordifferententerprisesinWeChatmarketingmodel.Then,combiningwithWeChatmarketingfivecorefunctionstheresearchformfivemodes,andrespectivelytherearethemarketingmodelbasedonthefunctionofpeoplenearby,themarketingmodelb
6、asedonthefunctionoffloatingbottle,themarketingmodelbasedonthefunctionofscanningQRcode,themarketingmodelbasedonthefunctionofWeChatsharingandopenplatform,andthemarketingmodelbasedonthefunctionofWeChatpublicplatform,differentmodescorrespondtoavarietyofmarketingstrategie
7、s,inordertobuildmoreperfectmarketingmodel,therearedifferentapplicableconditionsindifferentmodes,whenenterpriseschooseWeChatmarketingmodes,enterprisesshouldcombinewiththeirownsituation.ByXiaomienterpriseWeChatmarketingcase,theresearchanalyzehowaspecificenterpriseadopt
8、WeChatmarketingmodesandstrategiesatpresent.Finally,theresearchevaluatetheeffectofWeChatmarketingmode.Accordingtotheconsumerbehavior
