企业微信营销传播-研究

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1、英文摘要ABSTRACTWechatappearsin2011．itisdevelopingquicklyinlasttwoyearsandbecomesoneofthemostimportantapplicationofmobileInternetmarketing，Wechatmarketingistypcialapplicationofnewmediamarketingaftermicrobloggingmarketing．ThereareManysuccessfulenterpriseswechatmarketingcasesandmanye

2、nterprisespaycloseattentiononthewechat．Associal—lineapplicationsoftware，wechatsoftwarehavemanyfeaturessuchasthetimelydissemination，accuratedelivery，theviralproliferationandSOon．Wechathighlightsitssuperiorvalueofmarketingcommunication．Wechatmarketingcommunicationhasbeenacceptedb

3、ymanypeople，however，onlyafewenterprisesCansuccessfullyusewechatasamarketingcommunicationtool，mostenterprisesstillCannotfindasuitablematketingcommunicationstrategyfortheirownwechatmarketingcommunicationstrategy．Thetheoreticalstudyofwechatmarketingcommunicationisinrapiddevelopmen

4、tstageandthewechatmarketingtheoryresearchisincreasing．Buttheresearchisstilllackofsystemic．Withpropagationtheoryandmarketingtheory，thisarticleanalysisthepresentsituationoftheapplicationofwechatmarketingandputforwardthestrategytosolvetheproblemofwechatmarketing，hopingtoprovidsome

5、referenceforwechatmarketingInthisarticlehassixchapters，thefirstpartsummarizedthecurrentsituationofwechatmarketingcommunicationresearchanddevelopmentindomesticandforeign．Thenanalysisthedefinitionofcorrelationtheory．Thethirdchapteranalysisthemarketingcommunicationindetail．Thefour

6、thandfifthchapter,analyzedtheinnovationofwechatmarketingcommunicationschannelandstrategy．Thefinalchaptersummarizethewholearticle．Keywords：Weehat；Marketing；Communications；Model；Strategy目录第1章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯：⋯⋯⋯⋯11．1研究背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．2研究意义⋯⋯⋯⋯⋯⋯⋯⋯

7、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．3国内外研究现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．3．1国内研究现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．3．2国外研究现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯31．4研究方法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯4第2章理论综述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯52．1整合营销传播概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯52．2移动互联网营销传播概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

8、⋯⋯⋯⋯⋯⋯⋯⋯52．2．1移动互联网营销发展⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯52．2_2移动互