摘要移动互联网的迅速发展，移动通讯应用由个人电脑转向手机移动端。微信平台作为活跃用户最大的平台，其公众平台也成了很多企业进行营销的首选。本毕业设计以王者荣耀手游作为研究对象，首先对产品和市场环境进行了了解和分析，然后找出了现有营销的不足，在此基础上提出了基于微信公众号的微信营销方案设计，进行了一定程度的实施，最后分析了实施的效果并进行了优化。关键字：微信公众号；王者荣耀手游；微信营销ThisdocumentisproducedbytrialversionofPrint2Flash.Visitwww.print2flash.comformoreinformation目录引言.........................................................11.“王者荣耀”手游介绍......................................21.1产品介绍...............................................21.2产品分析...............................................22.市场分析和定位.............................................42.1SWOT分析.............................................42.2竞争对手分析..........................................42.3消费者分析............................................62.4目标市场...............................................62.5营销现状和不足分析....................................83.微信公众号的创建...........................................93.1基本设置...............................................93.2自定义菜单设置........................................93.3自动回复设置.........................................113.4图文排版设置.........................................114.微信营销方案设计..........................................134.1活动方案..............................................134.2活动形式.............................................144.3活动安排..............................................174.4广告配合.............................................184.5活动预算..............................................19ThisdocumentisproducedbytrialversionofPrint2Flash.Visitwww.print2flash.comformoreinformation4.6活动防范与效果评估...................................205.数据分析与优化............................................225.1微信营销数据分析.....................................225.2微信营销方案优化.....................................26总结.........................................................29致谢.........................................................31参考文献.....................................................32Thisdocumentisproduced