摘 要随着经济的发展和科技的进步，以报纸期刊、电视、广播等为传播媒介的传统营销模式不再适应时代发展的潮流，而以电子信息技术、互联网、云计算为载体的新媒体营销逐渐发展成为营销传播的主流方式。作为新媒体营销方式之一的微信营销更是异军突起，成为越来越多企业改善营销方式、持续获得竞争优势的关键手段。作为微信营销的载体和平台，微信是腾讯公司于 2011 年推出的为广大用户提供即时通讯业务的免费软件，2019 年其使用用户人数已高达 10 亿。微信早期的功能与 QQ类似，也即为用户提供交流沟通的平台。为了进一步优化用户使用体验，腾讯公司在数年时间里不断研发微信的其他功能，以全方位满足用户的需求。也是基于此，微信因为其庞大的潜在用户、软件自身的灵活性和互动性等特点，受到各大企业的关注，成为企业并从中寻找到新的商机。本文首先对新媒体营销以及微信营销的概念进行阐述，并在此基础上主要从企业的微信营销策略的角度出发，选取星巴克和瑞幸咖啡两个典型案例，深入研究微信营销模式的特点，并从多方面分析微信营销模式的优势和存在的不足。最后，针对当前企业微信营销的现状，提出相应的对策与建议，以期为企业的发展提供指导意见。关键字：新媒体营销，微信营销，营销模式 本科论文AbstractWith the development of economy and the progress of science and technology, the traditional marketing model based on newspapers, periodicals, TV, radio and other media is no longer suitable for the trend of the times, but the new media marketing based on electronic information technology, Internet, cloud computing has gradually developed into the mainstream of marketing communication. As one of the new media marketing methods, wechat marketing has emerged as a new force. It has become a key means for more and more enterprises to improve their marketing methods and continue to gain competitive advantage. As the carrier and platform of wechat marketing, wechat is the free software that Tencent launched in 2011 to provide instant messaging services for users. In 2019, the number of users has reached 1 billion. The...
