摘要移动互联网时代的今天，微信，这一社交软件，正在深深地影响着我们的生活方式，万达院线，这一国内影院行业的领军企业自2013年注册并推广其微信账号，其一开始进行的微信扫码有奖励等一系列推广活动，迅速实现了初始粉丝的积累。其简单明了的设计风格，以及便利的微信购票系统，受到了粉丝们的青睐。创造了微信日出票量8000的佳话。虽然万达电影取得了巨大的成就，但是也发现了不少关于微信营销的漏洞，如公众号关注度总量偏低、每日发布的推广文章阅读量较少、服务咨询系统还不够完善等问题都会使微信营销效果大打折扣。针对这些情况和问题，本文根据营销理论4Cs模型分析了万达电影在购票便捷、价格实惠、丰富的线上服务咨询体系能够满足消费者的需求，注重与粉丝互动这些都是其成功地原因；而原创推广文章阅读量偏低，没有形成有影响力的粉丝互动平台，这些因素制约着万达电影微信营销的效果。因此提高主创内容的微信号的关注度，创造交流平台以及不断完善服务资讯平台是今后的方向。80420

毕业论文关键词 ：微信营销  万达电影  快捷购票

毕 业 论 文 外 文 摘 要

Title    Wechat Marketing of Wanda Film Model Research               

Abstract Mobile Internet era today, WeChat, a social software, are deeply affects the way we live, wanda cinema line, the domestic cinema industry leader since 2013 to register and to promote their WeChat accounts, one begin WeChat scan code are rewarded, and a series of promotional activities, quickly realized the initial accumulation of fans。 Its simple design style, and convenient WeChat ticketing system, get the favour of the fans。 Created WeChat sunrise ticket quantity 8000。 Although wanda film made great achievements, but also found a lot of holes on WeChat marketing, such as the total number of public attention on the low side, daily promotion articles reading quantity is less, consulting service system is not perfect enough problems can make WeChat marketing effect。 According to these situation and problems, based on the 4 cs marketing theory model analyzes the wanda cinema in the ticket is convenient, affordable, rich online consulting service system to meet the needs of the consumers, pay attention to interact with fans are its successful reason; The original article reading quantity is low, not form a influential fans interactive platform, these factors restrict the wanda cinema WeChat marketing effect。 Therefore improve the content creators WeChat ID attention, create communication platform, and constantly improve service information platform is the direction in the future。

Keywords 

WeChat marketing  wanda movie  Quick buy tickets

目  次

1  绪论 1

1。1  研究背景 1

1。2  研究意义 2

1。3  研究方法 2

2   理论基础 4

2。1  4Cs理论概述 4

2。2  4Cs营销理论分析 5

3  万达电影微信公众号介绍 7

3。1  万达电影微信服务号介绍 7

3。2  万达电影微信营销内容