1陕西省自学考试销售管理专业本科毕业论文大众朗逸汽车微信营销策略研究姓 名刘瑜杰 准考证号 011017100337指导老师陈姝 写作时间 联系方式2摘 要互联网和电子科技的发展，为人们的生活提供了许多新的可能性，人们的思维方式、生活习惯也因此发生了巨大的改变。传媒行业也随着互联网的发展，迎来了新媒体时代，微信作为这个大时代中运用最为广泛的新媒体工具，不断地更新换代，开发新功能。近几年的微信营销开启了一个新的互联网营销模式，而且营销效果显著，使得企业主们纷纷开始运用微信进行营销宣传。本文以大众朗逸作为研究对象，首先以市场营销、新媒体营销以及微信营销等相关知识作为切入点，通过归纳总结，为后文打好基础。其次通过调查了解大众朗逸的发展现状和营销策略，对其中所存在的问题进行分析。然后对企业的主要客户群体进行调研，发掘客户们的具体需求与购买倾向，并以此作为基础，探究有利于企业发展的营销策略。 关键字：大众朗逸汽车;新媒体营销、微信营销、策略指导3A study on the marketing strategy of WeChat in automobile industryAbstractWith the continuous development of network communication technology and electronic information technology, people's life style and catalyst habits have changed greatly. The role of new media tools in life gradually become larger, new media marketing based on Internet has been developing rapidly, WeChat is an important part of new media tools, WeChat marketing is an important part of new media marketing, accustomed to traditional media enterprises must think: how to use WeChat marketing.In this paper, the public long Yi, for example, from the marketing, new media marketing and marketing theory, such as WeChat, the collation and summary, as the theoretical basis for the follow-up part. The Volkswagen marketing strategy, WeChat marketing situation summarized, found the existing problems, and through the investigation of Volkswagen Lavida target consumer groups, understand their needs and psychological characteristics, so as to guide ...
