摘要微信发展至今，已不再是一款单纯的通讯工具，打开微信时看到的那个硕大星球下的渺小人物，正凝聚着每个人的力量而变得强大。在微信上，交友、购物、娱乐、出行、理财、看病等等都已不是梦，很多传统企业融入互联网，很多现实生活被凝结于指尖，很多商业模式被彻底颠覆.本文首先介绍了移动互联网时代、粉丝经济、社会化营销这三个方面的内容。然后，以微信平台为例来阐述粉丝经济学和社会化营销，并从微信的引流、推广、支付、客户关系管理等方面来讲述微信的商业模式。接着，文章探讨了朋友圈营销的局限性，特别针对目前存在的朋友圈刷屏问题进行了客户满意度调查，进一步地通过数据分析给出相应的营销策略。最后通过一些案例分子，总结了微信营销的适用行业并探究微信的未来发展趋势。47179

Abstract: Up to now, WeChat is on longer a simple communication tool. When WeChat is opened, the small character under the huge planet is embodied, the inpiduals' strength and becomes powerful. On the WeChat, dating, shopping, entertainment, travel, financial, medical care and so on are not a dream. Many traditional businesses went into the Internet, and a lot of real life is condensed in the fingertips. Many business models have been overturned. This article firstly describes the contents of the mobile Internet era, fans of economic, social marketing of these three areas. Secondly, we take, the WeChat platform as an example to example to expound fans economics and social marketing, and present the business model of WeChat from drainage, promotion, pay, customer relationship management. Then we discuss, the limitations of the first marketing circle of friends. To analysis the serious spam problem, we conduct the customer satisfaction surveys based on which we summarize, some appropriate marketing strategies. Finally, through the analysis of some typical examples we find some industry fields where WeChat is suitable to be applied and explore the future development trend of WeChat.

毕业论文关键词：粉丝经济； 社会化营销； 4C理论；微信营销

Keyword: Fans economy； Social marketing；4C marketing theory；WeChat marketing

目    录

第一章：引言 4

一、研究背景及意义 4

1.1移动互联网时代 5

1.2粉丝经济 5

1.3社会化营销 5

二、相关文献回顾 6

2.1关于网络营销策略的相关研究 6

2.2微信营销的劣势研究（微信营销存在的问题） 7

2.3关于移动支付风险研究 7

三、研究内容 8

四、本文的创新点 9

第二章：基于微信平台的电子商务模式 9

一、兴起的背景：粉丝经济学 9

二、 营销模式的变革：社会化营销 10

三、微信平台的商业模式 10

3.1微信引流 10

3.2微信平台的推广模式 11

3.3微信支付模式 13

3.4微信平台的客户关系管理模式 13

第三章 微信朋友圈营销现状及问题分析 14

一、存在问题