企业微信营销策略研究（完整版）资料(可以直接使用，可编辑优秀版资料，欢迎下载）摘要随着智能和移动互联网的崛起，我们迎来了移动社交媒体的井喷式发展，同时也掀起了一股以移动社交媒体为基础的全新营销浪潮。微信的诞生，为企业的低成本推广和精准营销提供了可能，微信营销正在企业运营中发挥着越来越大的作用。本文首先对微信发展的背景和国内外研究成果进行了梳理，并在此基础上对我国企业微信营销现状进行分析，指出微信营销目前存在的诸如企业微信平台不完善，微信营销体系不健全，O2O模式不成熟，客户关系管理工作缺失，微信传播受众的覆盖率低，推送信息的内容和频率有待改善等一系列问题，在相关理论的指导下，提出企业应加强微信平台建设，完善微信营销体系，完成O2O闭环，注重客户关系管理，提高微信传播受众的覆盖率，优化推送信息的内容和频率等策略，以期达到更好的微信营销效果，从而完善企业营销体系，提升整体运营绩效。关键词：微信；微信营销；新媒体营销；营销策略AbstractWiththedevelopingofsmartphonesandthemobileInternet,weusheredintheexplosivedevelopmentofmobilesocialmedia.Atthesametime,weareopeninganewwavebasedonmobilesocialmediamarketing.ThebirthofWeChat,whichprovidesapossibleforthelowcostofpromotionandprecisionmarketingfortheenterprise,isplayinganincreasinglyimportantroleinenterpriseoperation.Firstofall,thisarticleanalysesthedevelopmentoftheWeChatbackgroundandgeneralizestheresearchachievementsathomeandabroad.BasedonthepresentsituationanalysisofWeChatmarketingtoourcountryenterprise,thisarticlepointsoutsomeproblemsoftheWeChatmarketingatpresentsuchasimperfectWeChatplatform,thesystemofWeChatmarketingisnotsound,theO2Oformisimmature,thecustomerrelationshipmanagement（CRM）ofenterpriseisinsufficient,thecoveragerateofWeChataudienceislowandthecontentandfrequencyofthepushinformationneedstobeimproved.Undertheguidanceofrelevanttheories,thisarticleputsforwardsomestrategiessuchasenterpriseshouldimprovetheWeChatplatform,bringtheWeChatmarketingintotheenterprisemarketingsystem,perfecttheCRM,improvethecoveragerateofWeChataudienceandoptimizethecontentandfrequencyofthepushinformation.Inthisway,WeChatmarketingcanachievebettermarketingeffect,thusperfectingtheenterprisemarketingsystemandimprovingtheoveralloperatingperformance.Keywords：WeChat；WeChatmarketing；Newmediamarketing；Marketingstrategy目录TOC\o"1-2"\h\z\uHYPERLINK\l"_Toc391285601"第1章绪论PAGEREF_Toc391285601\h1HYPERLINK\l"_Toc391285602"1.1研究背景及意义PAGEREF_Toc391285602\h1HYPERLINK\l"_Toc391285603"1.2国内外研究现状PAGEREF_Toc391285603\h3HYPERLINK\