摘要:伴随着移动互联时代的到来，微信这一新型的即时通讯工具和社交平台得到了迅猛发展，它依托全新的用户体验为全民热捧。越来越多的营销人员发现了利用微信进行创新营销的机遇。诸多能够与时俱进的企业凭借着优良的血统和营销人员的精心运作，使微信完成了从即时通讯工具到创新营销工具的转变，为打破传统网络营销僵局提供了新的平台。
本文主要从微信的应用现状和营销模式入手，重点分析了微信营销存在的微信官方对微信营销行为的限制、微信推送内容易被滥用、用户互动感知度低、营销效果不容测定、公众帐号传播方式被动等问题，并结合微信平台诸多功能,针对性地提出了微信创意技巧、个性化内容推送、用户活跃度提升、营销效果评估指标及公众帐号相互推广等策略。
关键词：微信营销，用户活跃度，营销推广
ABSTRACT:With the commencement of mobile internet, Wechat—a newly instant communication tool and social platform --has developed rapidly. Due to its new user experience, Wechat is prevalent among the public .More and more marketers found it an opportunity that Wechat is an innovative marketing channel. Keeping up with the times,many companies with fine tradition and careful operation make Wechat transferred from an instant messaging tool to innovative marketing instrument, which provided a new platform to break through the bottleneck of the traditional network marketing.
This article will focus on the analysis of some existing drawbacks lying in the Wechat marketing such as the restriction on the Wechat marketing by Wechat authority, excessive circulation of posting content recommended by Wechat, low user interactive perceptibility, difficulty in assessing the effect of the marketing, the passivity of the public account in the means of spreading etc. from the perspective of current situation of application of Wechat and the marketing mode. Combining various function of Wechat, I will present some strategies to improve creativity on Wechat, personalized posting content recommended by authority, enhance the user engagement, introduce an index for assessing marketing effect and popularize the public account mutually.
Key words:Wechat marketing, User activity, Marketing
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