基于企业公众号的营销策略研究——以石一介文化传播有限公司为例

广东东软学院本科生毕业设计（论文）基于企业公众号的营销策略研究——以石一介文化传播有限公司为例内容摘要从微信的发展开始，信息传播转变到了一个新的时代，微信公众号多样化的信息传递满足了用户的需求，许多公司企业将微信公众号作为最主要的营销手段。因此公众号运营中能否为公司带来商业价值成为许多公司困扰的问题。许多公司企业在运营公众号时，没有高质量的内容吸引用户，没有做好社群的日常维护，使公众号沦为单纯的信息传递的工具，用户对公众号的黏合力也随之下降。本研究基于“石一介”微信公众号为研究对象，探索公众号的传播特征和运营模式中挖掘商业价值，针对软文内容质量、社群互动、多媒体联动等角度探索适合“石一介”微信公众号发展的营销策略。关键词：信息传播、内容质量、社群、营销策略AbstractFrom the development of WeChat, information dissemination has changed to a new era. The diversified information transmission of WeChat public accounts satisfies the needs of users. Many companies take WeChat public accounts as the most important marketing means. Therefore, whether the public account can bring business value to the company in the operation has become a problem that many companies are troubled by. Many companies in the operation of the public number, there is no high-quality content to attract users, do not do a good job in the daily maintenance of the community, make the public number into a simple tool for information transmission, users of the public number glue also declined. Based on the WeChat public number of "shi yi jie" as the research object, this study explores the communication characteristics and business value of the public number in the operation mode, and explores the marketing strategy suitable for the development of "shi yi jie" WeChat public number from the perspectives of soft text content quality, community interaction and multimedia linkage.KeyWords：Information dissemination、Content quality、comm...