目录中文摘要.........................................................1ABSTRACT.........................................................2前言.............................................................3一、理论与文献综述...............................................4（一）微信....................................................41.微信的发展...............................................42.微信的特点...............................................4（二）微信营销的理论..........................................51.微信营销的概念...........................................52.微信营销的特点...........................................5（三）微信营销的相关理论......................................61.网络营销的概念...........................................62.品牌营销的概念...........................................6二、西贝西北菜企业概况...........................................7（一）企业简介及发展历程......................................7（二）产品简介................................................7（三）市场定位................................................7三、西贝西北菜微信营销现状分析...................................9（一）微信营销模式分析........................................91.基于公众号的微信自媒体营销...............................92.基于朋友圈的微信口碑营销.................................93.基于扫一扫的微信O2O营销.................................94.基于定位功能的微信精准营销..............................10（二）西贝西北菜微信营销现状分析.............................101.微信营销菜品精细化介绍..................................102.微信营销菜品价格的制定..................................113.微信营销渠道的选择......................................114.微信营销促销策略的制定..................................12四、西贝西北菜微信营销存在的问题................................13（一）微信营销产品方面.......................................131.菜品缺乏差异化..........................................132.微信端菜品图片失实......................................13（二）微信营销价格方面.......................................141.微信端菜品价格缺乏竞争力................................142.部分菜品价格虚高........................................14（三）微信营销渠道方面.......................................151.推送内容单一............................................152.推送频率、时间不合理....................................16（四）微信促销活动方面.......................................161.促销手段简单，缺乏系统性................................162.促销活动缺乏创新性......................................17五、西贝西北菜开展微信营销的建议................................18（一）西贝西北菜微信产品策略建议.............................181.重视菜品的系列化和差异化................................182.实事求是进行菜品的宣传..................................18（二）西贝西北菜微信价格策略建议.............................181.菜品价格覆盖高中低档次..................................182.采用价值导向定价策略....................................19（三）西贝西北菜微信渠道策略建议.............................191.推送内容体现自身的特色并进行整合营销....................192.推送数量、时间、频率遵循适度原则........................193.建立客户关系管理数据库以有利于精准营销..................20（四）西贝西北菜微信促销策略.................................201.培养专业的微信营销技术人员..........................
