微信营销中英文对照外文翻译文献

微信营销中英文对照外文翻译文献

现状:

微信营销是一种新兴的营销方式,迅速成为品牌制造商除官方微博外的另一种互联网营销热点。自2012年8月18日微

信公众平台正式推出以来,媒体、品牌和名人使用更多的方法向粉丝推送各种信息,越来越多的微信营销效果不可忽视。微信营销逐渐传播到国内行业销售领域,并在改变现有营销模式方面发挥着重要作用。本文是对前人相关微信营销研究的总结,通过分析、总结学者们的微信营销研究,概括了微信营销模式的优缺点、微信营销前景、存在的问题和对策,并提出了思路方向。

主题

1.微信营销模式的诞生

In recent years。XXX。they are still XXX face risks in the marketing process。the associated costs increaseXXX。XXX greater returns on sales with small XXX mode。The main way XXX is through a nal code。The emergence of this code has been

a XXX enterprises。both domestic and nal。and has XXX to the

development of the marketing and media XXX's increasingly competitive market。many enterprises are using WeChat's nal code。which offers a low-cost。quick ork marketing mode.

From a WeChat business perspective。dealers XXX into the platform to XXX n。industry n。business activities。the official website。XXX their business。build their brand。and push n to customers.

WeChat marketing has four main modes: LBS+ "nearby" n。O2O+ "nal code scanning" n。WeChat public platform+ "circle of friends" new features。XXX。open up new sales channels。boost brand virality。create new modes of enterprise n。XXX.

Zhang Li (2013) analyzed the use of XXX different enterprises with different products and services should adopt different marketing methods when using WeChat。For example。dining。entertainment。and other closely related enterprises should use O2O+ and nal code XXX is cost-effective and has the potential to attract XXX.

XXX's features。WeChat has no distance limit。and users

can register and connect with their "friends" on the same platform。Businesses XXX。

Note: The third paragraph was deleted as it is XXX.)

Han Mei (2013) defines WeChat as a new media and a new channel for ork XXX。and analyzes the XXX targeted marketing activities。such as word-of-XXX。n content ning。and n-XXX mass media marketing。

To summarize。Han Mei (2013) argues that XXX characteristics make XXX.

XXX。In this article。I will discuss n marketing and how WeChat marketing。based on the mobile。is the first attempt to neer it。

XXX。XXX for user-specific n to be XXX is the first choice

of the user。The user n rate is small。and the message type is rich。supporting mixed maps。text。video。and other flexible and diverse forms。

As a mobile social orking n。XXX n marketing。where businesses can target specific users with XXX

XXX。XXX。With its user-specific n and diverse message types。businesses XXX。XXX.

Marketing: XXX to create their own WeChat public account using their QQ number。XXX。pictures。voice and specific groups。Recently。XXX" campaign。XXX with them。Other content includes model XXX。Cadillac uses their account to publish real-time content。such as safe travel alerts before Shanghai's orange rainstorm warning.

This marketing strategy was also used during the Shandong Auto Show in Ji'nan。where Cadillac had a public XXX scan a nal code to follow the public platform and stay up-to-date on the latest Cadillac automobile 4S shop news.

Starbucks has also XXX "woke up" mode.

Marketing: XXX interactive activities for fans。brands XXX direct XXX。For example。when users add Starbucks as a friend on WeChat and send ns。Starbucks can respond with a mood and even play music from their album in response to the user's message。This type of XXX image.

Analysis of XXX marketing:

In his 2012 article on WeChat marketing。Tan Kai XXX may face。such as LBS。QR code scanning。circle of friends。speech n。and multimedia features。These tools can help companies provide XXX。XXX can also lead to problems for users。WeChat marketing requires a "license" to operate。XXX.

XXX een the user and the enterprise。it is XXX with the user。While some users may be loyal to the enterprise。they may still choose to limit their XXX。it XXX.

XXX (2013)。XXX platform with great potential。However。there are still some issues that need to be addressed。One of the most significant problems is that the demands of WeChat users do

not always match those of the public platform。In order to e this challenge。XXX.

Overall。XXX and addressing the unique demands of WeChat users。enterprises XXX.

XXX by Wu En and Mao Xiuli in 2013.it was found that WeChat has a smaller number of clients compared to micro-blogs。XXX improve its marketing effectiveness。it needs to expand its client types。develop more diverse n。and better meet consumer demands.

XXX。The current use of WeChat and its n mode。as well as its existing marketing problems。have been XXX。XXX maintenance.

XXX is not just a tool for marketing。but can also be XXX。XXX utilize the full potential of XXX.

微信营销综述

现状

随着微博营销的兴起,微信也快速成为众多品牌商除了官方微博外的另一个互联网营销热点。自2012年8月18日微信公众平台正式上线以来,媒体、品牌商和名人使用各种手段向他们的粉丝推送各种信息,微信的营销效果越来越不可忽视。微信营销逐渐蔓延至国内各个行业的销售领域,并为改变现有营销模式发挥着重要作用。本文对前人有关微信营销研究进行了归纳总结,并经过分析说明,总结了有关学者对微信营销的研究成果。同时,综述了微信营销的模式、利弊、前景以及存在的问题和对策,并提出了自己的思考方向。

主题

1.微信营销模式的诞生

近年来,虽然国内各个企业在电子营销方面都有了大幅度的提升,但仍然会受到社会环境的影响和制约。当企业在市场销售过程中产生风险时,因风险产生的费用就会提高,产品的销售也会受到影响,这对企业而言是十分危险的。如何采用较小的投资方式获得较大的销售回报,成为了企业需要考虑的关

键问题,而微信的出现则成为了解决企业营销模式的灵丹妙药。微信公众平台进行传播的主要方式是二维码,二维码的出现对于国内外众多企业而言是一个具有创造性的变革,也为营销广告和媒体传播行业等带来了新的发展动力。在市场竞争日益激烈的今天,微信、二维码这些成本低、见效快的网络营销方式很快被众多企业所采用。

从目前开通微信企业来看,他们会把经销商拉到微信阵营来,企业可以让一些骨干员工参与,组建起一支企业的微信大军。从发布的信息来看,主要以品牌信息、行业资讯、企业活动、官方网站、促销活动等为主,这实际上都是为企业宣传、品牌塑造、资讯推送搭建了良好的平台。

2.关于微信营销模式的探讨

1)关于微信营销模式,人们熟知以下四种模式:

2)LBS+“查看附近的人”功能,挖掘潜在客户群,开拓企

业销售新渠道;

3)O2O+“二维码扫描”功能,助推品牌病毒式传播,打通

企业线上和线下的关键入口;

4)微信公众平台+“朋友圈”新功能,打造全新社交关系链,开创企业口碑宣传新方式;

5)互动式推送微信,通过一对一的推送,品牌可以与“粉丝”开展个性化的互动活动,提供更加直接的互动体验。

XXX(2013)分析了企业在微信营销中的应用,认为不

同的企业和产品服务需要采用不同的营销方式,例如O2O+扫

描二维码模式适用于餐饮、娱乐等与用户紧密相联系的企业。她还指出微信营销的成本低、潜在客户多等优势。

微信营销是网络经济时代企业创新营销模式的一种方式。微信平台没有距离限制,用户注册后可以与周围的“朋友”建立联系,商家可以通过提供用户需求的信息,采用点对点的营销方式推广产品。韩梅(2013)将微信定义为新媒体和网络营销的新渠道。通过对比微信平台和传统网络平台的特色和优势,她分析了企业在微信平台上开展营销活动的三个特点:口碑传播、内容定位精准营销和地理位营销。接受度高和内容精准是

利用微信平台进行网络营销的两大特色,而这正是传统营销模式中的大众传播欠缺的。

微信营销解决了营销中的重大问题——精准营销。基于移动互联网,微信营销率先尝试精准营销。微信公众平台的认证账号后台可以根据各种条件对关注它的用户进行分类,认证账号可以针对某一分类的用户发送特定的信息。微信公众账号的信息传播是首先由用户主动选择,用户对信息排斥性较小,并且发送的消息类型丰富,支持图文混排甚至视频、音频等,形式灵活多样。作为一款移动社交应用,微信还提供了更大的公众账号与个体用户进行互动的可能性。

在微信公众平台上,每个人都可以用一个QQ号码打造自己的微信公众号,并与特定群体进行全方位的文字、图片、语音沟通和互动。例如,凯迪拉克在微信公众账号上开展了“发现心中66号公路”活动,每天会发布一组最美的旅行图片,以引起共鸣。其他内容主要以车型美图为主,如海外车展、谍照等。凯迪拉克还利用账号发布实时内容,例如在上海公布暴雨橙色警报时,发布了安全出行提醒。这种营销方式在山东济南秋季车展也得到了应用,凯迪拉克汽车展台处有该展商的公众

平台,观众可以通过扫描二维码关注公众平台,随时了解凯迪拉克汽车4s店的动态。

营销方式:品牌可以通过一对一的推送与“粉丝”进行个性

化的互动活动,提供更加直接的互动体验。例如,当用户添加“XXX”为好友后,用微信表情表达心情,XXX就会根据用户

发送的心情,用《自然醒》专辑中的音乐回应用户。这种营销方式符合消费群体的特征,同时有助于塑造XXX的形象。

关于微信营销潜在问题的分析:学者XXX(2012)认为,微信营销存在一些技术层面暂不能避免的问题,如LBS、二

维码扫描、朋友圈、语音功能等多媒体功能。企业可以为用户提供更加丰富的服务,制定更明确的营销策略。然而,企业过度热情的微信营销也会给用户带来困扰。因此,维系与用户之间的关系将成为推广微信营销的关键。

XXX(2013)认为,微信作为一种新兴的营销手段和平台,价值不言而喻,但不能对微信期望过高。微信营销的最直接问题是公众平台与微信用户需求不匹配。此外,微信营销团队必须考虑做用户关系还是做信息关系,这是值得考虑的核心问题。

XXX和XXX(2013)对比微博和微信的营销能力,发现微信的客户端种类较少,营销能力有限。微信需要进行转型,扩宽客户端种类,拓宽消费群,发展更多的信息种类,更好地满足消费者的需求。

总结:虽然学者们对微信、微博营销进行了详细的研究,但在企业使用微信营销时,仍需要进一步分析其作用性和有效性,如何评估和衡量营销效果是需要考虑的问题。微信营销也可以转化为维护客户关系,不仅仅是一种营销手段。

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