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1、AbstractSincethebornofWechatin2011,itsfunctionhasbeenimprovingdayafterday.Itisnotonlyaninstantmessageapplication,butalsoacomprehensivemobileapplicationwithcommunication,entertainment,personalcareandservices.Astheresultofitshugenumbersofusers,Wechatmarketing
2、hasbeenattachedmoreandmoreimportancebythemerchants.Wechatmarketinghasitsowncharacteristics,higharrivalrate,highexposurerate,highacceptancerate,highprecisionandhighconvenience,forexample.Itismoreprecisethanmicroblogmarketing,sothatithasimprovedthemarketingsu
3、ccessrate.Wechatmarketingisreplacingthemicroblogmarketinggraduallywhichwasonceastarinmobileinternetanditisalsobecomingthemostvaluablemobilebusinessplatform.NowtheWechatmarketingmostlydependsontheLBS,whichisshortforlocationbasedsystem,thedriftbottle,two-dime
4、nsioncode,circleoffriendsandtheredenvelope.Inordertocompletetheexpectedgoal,merchantsisusedtocombiningdifferentmethodsinthemarketing.TheWechatmarketingisstillgrowingupwithdefects.Itisdifficulttoclassifythedifferentcustomers,expensivetomaintainthecustomerser
5、viceandincompleteininformationregulation.ButtheseproblemscanbesolvedbytheWechatresearchgroup’sandrelevantdepartment’sefforts.TheWechatmarketinghasbroaddevelopingspaceandwonderfulfuture.Itwillbethemaintrendinthemobileinternetmarketing.TheO2O(Onlinetooffline)
6、marketingandtheInternetofTingsaresuretobecomemorepopularbythestimulatingofWechatmarketing.Keywords:Wechatmarketing,LBS,two-dimensioncode,O2Omarketing,InternetofThingsII目录中文摘要…………………………………………………………………………………………I英文摘要…………………………………………………………………………………………II目录………………
7、………………………………………………………………………………III1绪论……………………………………………………………………………………………11.1选题背景与意义……………………………………………………………………………11.2国内研究现状………………………………………………………………………………21.3本文研究内容与方法……………………………………………………………………31.4本文的创新之处……………………………………………………………………………42微信与微信营销的概述………………………………………
8、……………………………62.1微信的诞生…………………………………………………………………………………62.2微信营销的含义…………………………………………………………………………72.3企业利用微信进行营销的优势………………………………………………………83企业微信营销模式与微博营销模式的对比——基于SWOT模型…………………103.1SWOT模型的概述…………………………………………………………
