快消品行业微信精准营销研究摘要时代在快速进步，社会化媒体形式也跟着不断变化，种类日益增多，并且成为主要的营销手段，例如，微博营销、论坛营销等等。与此同时人们的需求也逐渐多样化、复杂化，企业面临的很大的营销成本，如何在新形势下选择合适的营销手段，达到企业的目的已经成了重要的课题，近年来，随着微信的出现，微商逐渐出现在人们的生活中，微信营销是微博营销后一种全新的营销手段，因为其具有精准性，病毒性扩散等特征，逐渐成为企业营销的新宠。快速消费品则与人们的生活息息相关，我们日常生活的方方面面都要接触快速消费品，快消品行业营销永远是走在前端的，在社会化媒体时代，快消品利用微信精准营销的方式是一个新的亮点，丰富了快消品的营销渠道，本文对快消行业微信精准营销进行了研究，对微信营销发展状况以及快消品行业发展进行了分析研究，最终提出了在快消行业微信营销过程中，从注重粉丝质量、分析客户需求，合理推送信息等方面提出了快消行业微信精准营销的意见建议。关键词：微信，营销，快消品，社会化媒体TheresrarchonWeChatprecisionmarketingofFMCGAbstractIIntheeraofrapidprogress,socialmediaalsofollowedtheformofchangingspeciesincreasing,andbecomeamajormarketingtool,forexample,micro-blogmarketing,forummarketingandsoon.Atthesametimepeople'sneedshavegraduallydiversifiedandcomplicated,alotofmarketingcostsfacingbusinesses,howtochoosetherightmarketingtoolsinthenewsituation,toachievethepurposeofbusinesshasbecomeanimportantissueinrecentyears,withtheappearmicroletter,derivativegraduallyinpeople'slives,afterthemicro-channelmarketingmicrobloggingmarketinganewmarketingtool,becauseofitsaccuracy,viraldiffusioncharacteristics,hasbecomethenewdarlingofcorporatemarketing.FMCGandthepeople'slives,everyaspectofourdailylivestobeincontactFMCG,FMCGmarketingindustryisalwaysattheforefrontintheeraofsocialmedia,FMCGusemicro-channelprecisionmarketingisanewwayhighlights,enrichtheFMCGmarketingchannels,thepaperFMCGmicro-channelprecisionmarketingconductedresearchonmicro-channelmarketingdevelopmentandFMCGindustrydevelopmentwereanalyzed,andultimatelyproposedmicro-channelmarketingprocessintheFMCGindustrythefansfromafocusonquality,customerneedsanalysis,reasonablepushinformationputforwardopinionsandsuggestionsFMCGmicro-channelprecisionmarketing.KeyWords：WeChat,marketing,FMCG目录第1章绪论.........................................................11.1研究背景....................................................11.2研究意义....................................................11.3研究思路与方法..............................................21.3.1研究思路..............................................21.3.2研究方法..............................................2第2章相关概念与理论概述...........................................32.1相关概念概述................................................32.1.1社会化媒体............................................32.1.2社会化媒体营销........................................3II2.1.3精准营销..............................................42.2相关理论概述................................................42.2.1市场细分理论..........................................42.2.2营销4C理论...........................................42.2.3客户关系理论..........................................52.2.4顾客让渡价值理论......................................5第3章微信与微信营销研究...........................................63.1微信的起源与发展............................................63.1.1微信起源介绍..........................................63.1.2微信...
