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Abstract In the era of Web3.0, Internet application formed a “fragmented communication era”, which takes micro-blog and WeChat as the representatives, and everyone can has his own voice and take part in. During every change of the Internet era, shrewd businessmen will change their marketing strategy according to the age characteristics. At present, domestic personal registered users of WeChat more than 60 billion, 3 million enterprises joined Tencent official account, of which has more than 100 enterprises with millions followers. With the explosive growth of WeChat’s users, many visionary enterprises and businesses invest a lot of efforts in digging the broad prospects and unlimited potential of WeChat marketing. Today, the traditional, extensive advertising delivery model has been slowly transferring to the precise, delicate, low cost promotion mode, thus cosmetics enterprises have to adapt to changes in consumer spending habits, to grasp the WeChat marketing opportunities, taking this channel transfer opportunities to develop new consumer groups. This trend brings both enormous economic benefits and problems.26167
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Based on E-IMC (network integrated marketing) 4I principles, which emphasize interesting, interests, interaction and inpiduality, this passage takes Mary Kay (China) for inpidual case, to study WeChat marketing status of Mary Kay, a cosmetics enterprise, which has 20 years of development history in China and has their own WeChat official account, to analyze the problems and challenges Mary Kay encountered in WeChat marketing and to propose solutions to these problems. I hope this paper can provides reference of market development for Mary Kay in the future, promoting the progress and development of the Mary Kay.
Key words: WeChat marketing 4I principle Mary Kay
摘要在web3.0时代，以微博、微信为代表的互联网应用组成了一个“碎片化沟通时代”，每个人都能发声并参与其中。每一次互联网时代更迭，精明的商家都会根据时代特性改变自己的营销策略。目前，个人微信国内注册用户超过6亿，300万家企业加入腾讯公众微信平台，其中有100多家百万级听众数量的企业，伴随着微信软件用户的爆炸式增长,很多嗅觉敏锐的企业和商家投入大量精力来挖掘微信营销的广阔前景和无限潜力。如今，传统的、粗放的广告投放模式已经慢慢向精准的、细腻的、低成本的推广方式转变，化妆品企业顺应消费者消费习惯的改变,率先把握微信营销先机，利用渠道转移的机会开发新的消费群体,带来了巨大的经济利益但同时也出现了很多问题。
本文结合以4I网络整合营销理论为基础，强调兴趣、利益、互动、个性化，以中国地区的玫琳凯为个体案例，研究这个在中国有20年发展历史并拥有自己微信公众号的化妆品企业微信营销现状，解析玫琳凯在微信营销中所遇到的问题和挑战, 并针对这些问题提出解决方案，希望本文能为玫琳凯今后的市场开发提供参考意见，推动玫琳凯的进步和发展。
毕业论文关键词: 微信营销 4I营销组合 玫琳凯
Contents
Abstract i
摘要 iii
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Significance 2
Chapter Two Literature Review 4
2.1 WeChat and WeChat Marketing 4
2.2. Positive Effects WeChat Makes on Cosmetics Industry 5
2.3 Integrated Marketing Theory 7
Chapter Three Analysis on WeChat Marketing of Mary Kay 12
3.1 Methods of Research 12
3.2 Questionnaire Design 13
3.3 Characteristics of the Samples 14