摘要：随着移动互联网的不断发展与开拓，微信几乎成为每个人日常生活中必不可少的互动交流工具之一，更是成为了继博客、新浪微博之后的新媒体营销渠道，越来越多的企业愿意将目光投放于微信。微信作为免费的“一对一”及时通讯软件，其功能不仅仅只是沟通交流，还包括信息发布方便快捷、病毒式传播，传播速度快而精准，影响面广泛、成本低廉等特性，充分展现了微信不可估量的营销价值与潜力。82288

本文主要分以下3个部分进行撰写：首先就微信营销的背景加以概括，并对参阅的文献进行综述，以及本文所运用到的一些研究方法加以概括。第二部分前半章就微信基本概述与发展现状展开，保证读者对微信能够有一定的了解，并对微信用户及微信使用情况作一定的调查分析，后半章作为本文的重点，将微信五大功能列为微信5个基本营销模式，分别对不同营销模式作不同的分析，并且对比微信营销与传统营销的区别，结合微信营销的优缺点，在商家营销模式的选择上给予一定的帮助。最后根据以上分析，对微信营销的发展前景作出展望。第三部分对SICAS用户行为消费模型做出概念界定，并对其历史发展加以介绍，再而通过分析SICAS各个阶段用户行为提炼出营销策略，帮助商家更好地营销。

毕业论文关键词： 微信营销模式；SICAS模型；营销策略

WeChat Marketing Model Research

Abstract：With the continuous development and exploitation of the Internet, WeChat almost has become one of the most essential communication tools in everyone’s daily life, and it became a new marketing channel since blog and Sina micro-blog, more and more enterprises are willing to pay close attention to WeChat。 WeChat as a free "one to one" instant messaging software, its function is not just communication, which also includes conveniently information releasing, viral spread, spread fast and accurate, wide impact, low cost and other characteristics, fully demonstrated the inestimable marketing value and potential of WeChat。

This paper is pided into the following three parts: First of all, summarizing the background of WeChat marketing, and also reviewing the literature, as well as summarizing the methods used in this paper。 The first half of the second part is a basic overview on Wechat, introduce its development and current situation, which ensures readers have certain understanding on WeChat, and also do investigation and analysis on WeChat users; the second half of the second part is the focus of this paper, it takes "Circle of Friends", "the people nearby", “QR code", "drift bottle" and "public platform" as 5 basic marketing modes, make separate analysis on different marketing modes, and do comparison between WeChat marketing and traditional marketing, combined with the advantages and disadvantages of WeChat marketing to give some help on marketing mode selection, and finally according to the above analysis, prospecting the WeChat marketing prospect。 The third part gives the concept of SICAS user behavior consumption model, and its historical development is introduced, and then analysis each stage of SICAS model to refine marketing strategy, and help businesses do better marketing。

KeyWords:  Wechat marketing mode; SICAS model; Marketing strategy

目  录

一、绪论。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。1

  （一）课题研究背景。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。1