摘要在当今网络时代，越来越多的实体店运营采用网络营销模式，如手机APP，网店，微信小程序等，网络平台逐渐成为商家新的战场。企业要紧跟时代，跟随时代发展潮流投身网络营销之中，选定与自身相适应的网络营销推广渠道，探索合适企业的营销模式，总结出一条适合企业发展的网络营销发展道路。本文主要通过对美宜佳便利店企业的“美宜佳选”微信小程序营销现状进行分析，通过研究总结东莞区门店日常微信营销的现状，找出美宜佳公司小程序营销推广中存在的问题，并提出相应的建议来提高企业进行微信营销的推广效果。通过走访东莞区部分门店，访谈门店员工，搜集不同东莞区部分门店在进行小程序营销推广时遇到的问题，加以总结。本文旨在通过对门店采取不同营销模式进行小程序推广的过程进行分析，寻找出中间存在的问题，总结营销推广经验，给出建议，改善营销现状，为后续推广道路指明方向。同时整理出一套营销模式推广模板，给予美宜佳企业加盟门店予以借鉴参考，让更多的加盟门店可以通过该微信小程序获得更好的营销推广效果，给门店引流，带来利润，同时让更多的会员客户接受并且习惯线上消费，拓宽实体零售业发展道路，积极与电商时代接轨，实现转变。关键词：网络营销营销模式美宜佳选小程序AbstractIntoday'sonlineera,moreandmorephysicalstoresoperateusingonlinemarketingmodels,suchasmobileapps,onlinestores,WeChatapplets,etc.,andonlineplatformshavegraduallybecomeanewbattlefieldformerchants.Enterprisesshouldkeepupwiththetimesandfollowthedevelopmenttrendofthetimestoparticipateinnetworkmarketing,selectthenetworkmarketingpromotionchannelthatsuitsthem,explorethemarketingmodeofsuitableenterprises,andsumupanetworkmarketingdevelopmentpathsuitableforenterprisedevelopment.ThisarticlemainlyanalyzesthecurrentstatusofWeChatminiprogrammarketingof"MeiYiJiaXuan"ofMeiYiJiaconveniencestoreenterprises,summarizesthecurrentstatusofdailyWeChatmarketinginstoresinDongguan,andfindsouttheexistenceofMeiYiJiacompanyminiprogrammarketingpromotion.Problems,andputforwardcorrespondingsuggestionstoimprovethepromotioneffectofWeChatmarketing.ThroughvisitingsomestoresinDongguanarea,interviewingstoreemployees,collectingsomeproblemsencounteredbysomestoresindifferentDongguanareasinthepromotionofsmallprogramsandsummarizingthem.Thisarticleaimstoanalyzetheprocessofsmallprogrampromotionbyadoptingdifferentmarketingmodelsinthestore,findouttheproblemsinthemiddle,summarizethemarketingpromotionexperience,givesuggestions,improvethemarketingstatus,andpointoutthedirectionforthefollow-uppromotionroad.Atthesametime,asetofmarketingmodelpromotiontemplatesareorganizedtogivereferencetoMeiyijia'sfranchisedstores,sothatmorefranchisedstorescanobtainbettermarketingandpromotioneffectsthroughtheWeChat