1摘要在当前互联网时代中，企业通过新媒体平台开展商业活动的能力逐渐成为衡量其企业竞争力的重要指标，也成为提升传统企业、实现技术跨越的重要驱动力量。在逐渐激烈的市场竞争中，越来越多的传统企业开始对如何在互联网环境下发展的策略做出认真的思考，重新规划营销策略以适应当前市场，努力找寻新媒体营销模式以符合自身发展需要。当前，社交媒体也在不断变化，出现各种丰富的类型，成为主要的营销模式，特别是微信营销模式更是成为热点话题。本文将基于相关理论，以微信为例来探索新媒体营销模式应用管理存在的问题，且结合杭州银泰店微信营销模式进行分析，并提出相应的营销策略，以期为相关管理者提供有价值的参考。关键词：新媒体；营销模式；微信营销1AbstractInthecurrentInternetera,theabilityofenterprisestoconductbusinessactivitiesthroughnewmediaplatformshasgraduallybecomeanimportantindicatortomeasurethecompetitivenessoftheirenterprises,andhasalsobecomeanimportantdrivingforceforupgradingtraditionalenterprisesandachievingtechnologicalleapfrogging.Intheincreasinglyfiercemarketcompetition,moreandmoretraditionalenterpriseshavebeguntoseriouslythinkabouthowtodevelopintheInternetenvironment,re-planningmarketingstrategiestoadapttothecurrentmarket,andstrivetofindnewmediamarketingmodelstomeettheirowndevelopment.need.Atpresent,socialmediaisconstantlychanging,andvariousrichtypeshaveemerged,becomingthemainmarketingmodel,especiallytheWeChatmarketingmodelhasbecomeahottopic.Basedonrelevanttheories,thispaperusesWeChatasanexampletoexploretheproblemsofapplicationmanagementofnewmediamarketingmodel,andanalyzesthemarketingmodelofHangzhouYintaiStorewithWeChat,andproposescorrespondingmarketingstrategiestoprovidevaluablereferenceforrelevantmanagers..Keywords:newmedia;marketingmodel;WeChatmarketing1目录一、绪论........................................................................................................................1（一）研究背景及意义.........................................................................................1（二）研究内容及方法.........................................................................................1二、相关概念界定及理论基础....................................................................................1（一）新媒体营销模式.........................................................................................11.新媒体营销模式界定...................................................................................12.新媒体营销模式特点...................................................................................2（二）相关理论基础.............................................................................................21.市场细分理论...............................................................................................22.营销4C理论.................................................................................................2三、新媒体营销模式——微信营销应用....................................................................3（一）关于微信渠道的调查.................................................................................32.调查结果.......................................................................................................3（二）案例分析：“杭州银泰店”公众号营销模式应用.................................41.“杭州银泰店”公众号在企业营销中的作用.............................................42.“杭州银泰店”公众号营销模式存在的问题...............................
