摘要：长期以来，市场营销的模式一直随着环境的变化而变化。二十一世纪互联网的发展使得市场营销再次迎来了新的变革。Web2.0时代下所诞生的社会化媒体，其互动参与、透明公开、以兴趣集成的特点令消费者的行为模式发生了根本的改变。而其天然具有的精准定向、及时互动、庞大数据库等属性，为精准营销提供了得天独厚的环境与条件。本文将通过对社会化媒体特质、社会化媒体营销的优点和缺点进行剖析，创建一个可行的社会化媒体精准营销策略，并通过时下较为流行的社会化媒体——腾讯微信来进行案例分析，探讨社会化媒体情境下实施精准营销的可能性。
关键词：社会化媒体 社会化媒体营销 精准营销 微信营销
Abstract:Over the years, the marketing pattern has changed with the changes in the environment. The Internet development in the 21st century makes marketing once again usher in a new revolution. The birth of the Web2.0 era of social media, which interactive participation, transparent and opening to interested integrated features make consumer behavior fundamentally changed. The precise orientation with its natural and timely interaction, huge database attributes such as precision marketing provides a unique environment and conditions. This article will feature on social media, analyzing advantages and disadvantages of social media and simulates a viable and precise social media marketing strategy.Use popular social media - Tencent Wechat in case studies to explore the possibility of implementing precision marketing in the social media scenarios.
Key words:Social Media Social Media Marketing Precision Marketing Wechat Marketing
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