目 录
目录···············································1
内容摘要···············································2
1.引言···············································3
2.社交媒体与营销的相关概念···················3
2.1 社交媒体的概述··············································3
2.2 社交媒体特征 ··············································3
2.3 市场营销的概述··············································4
3.社交媒体营销出现及其发展·····································4
4.社交媒体营销应用——以微信为例························4
4.1 微信营销的定义·············································4
4.2 微信营销的特点·············································4
4.2.1 点对点精准营销········································4
4.2.2 形式灵活多样·········································5
4.2.3 强关系的机遇········································5
4.3 微信营销的优势························5
4.3.1 客户数量大，营销成本低··································5
4.3.2 营销定位准，营销方式多··································6
4.3.3 营销方式人性化，客户群体真实·······················6
4.4 微信营销存在的问题及对策························6
5.结语················································7
6.参考文献················································8
内 容 摘 要
目前，人们的生活方式随着社交媒体的变化而变化，同时，社交媒体也给不同的实践领域带来了更多的发展机会。网络全球化所引发的资讯流通加强了信息传播者与使用者的互动，在以往，受众只能在少数情况下介入媒介，但新媒体的出现打破了此类障碍。当社交媒体不断被演化，如何面对社交新形势，需要对已存在的和正在兴起的社交媒体来进行思考。现阶段，社交媒体充斥着我们的日常生活，每个人会花费大量的时间来消费媒介，从而间接地变成受众，这弱化了人与人之间的界限。社会化媒体逐渐进入企业市场营销工作的视野，越来越多的企业开始意识到社交媒体营销的重要性，并将社会化媒体平台作为营销推广的主战场。
关键词：社交媒体；营销；微信；应用
