论文题目微信公众号在营销中的应用研究——以“爱美丽”公众号为例目录摘要....................................................................1Abstract................................................................2第一章绪论.............................................................31.1研究背景及意义....................................................31.1.1研究背景.......................................................31.1.2研究意义.......................................................31.1.3研究目的.......................................................41.2本文研究内容及方法................................................41.2.1研究内容.......................................................41.3研究方法...........................................................4第二章微信公众号及其对企业营销的影响...................................52.1微信公众号简介....................................................52.1.1微信公众号的概念...............................................52.1.2微信公众号的发展现状...........................................62.2企业营销与微信公众号..............................................72.2.1微信公众号与企业营销的关系.....................................72.2.2微信公众号对企业营销的影响.....................................82.3微信公众号营销方式与特点..........................................92.3.1主要的营销方式.................................................92.3.2营销方式的特点.................................................9第三章问卷设计与调查..................................................103.1调查背景..........................................................103.2调查方式..........................................................113.2.1网上问卷......................................................113.3调查结果..........................................................113.4调查结论.........................................................11第四章“爱美丽”公众号在营销中的应用SWOT分析..........................124.1“爱美丽”公众号在企业营销中的作用................................124.2SWOT分析的介绍...................................................124.3优势分析..........................................................124.4劣势分析..........................................................134.5机会分析..........................................................134.6威胁分析..........................................................13第五章“爱美丽”公众号营销存在的问题及建议............................145.1“爱美丽”公众号营销存在的问题....................................145.1.1用户群体细分不明确............................................145.1.2缺乏用户粘性..................................................145.1.3互动体验欠佳..................................................155.2“爱美丽”微信公众号营销策略改进建议..............................155.2.1细分用户群体，实现定制化服务..................................155.2.2改善用户体验，增强用户粘性....................................165.2.3提升互动体验..................................................175.2.4提高对微信公众平台的重视......................................17第六章结论.............................................................18致谢...................................................................20参考文献...............................................................21附录.........................
