微信社交化电子商务的营销模式分析
研究社交化电子商务的营销模式对电商企业的营销具有重要意义。本文主要研究以微信为媒介的社交化电子商务营销模式。论文主要内容是说明微信营销的概念、发展现状和模式的特点，具体分析微信营销模式，并对其中一个模式稍作重点分析，预估微信营销发展趋势并提出营销建议。
毕业论文关键词：社交化电子商务 微信 营销模式 分析
Analysis of Social E-commerce Marketing Model An Analysis of Wechat
Abstract：In the era of universal rapid development of mobile Internet and smart phones, social networks, which deeply affects all aspects of our lives, occupies more and more important in people's daily communication. In the new era of social media, traditional e-commerce marketing model has been insufficient to arouse consumer desire to buy the goods. People’s buying behavior will always be subject to close friends and influence network of friends. In this states, combined with the expansion of e-commerce and social media, a new social e-commerce business marketing. Wechat marketing is the advent of the era of true dialogue marketing, e-commerce will also be a social marketing orientation.
It has an important signification that researching on social e-commerce marketing model for social business enterprise marketing. This paper studies Wechat marketing, as one of the social media e-commerce marketing. The main contents contain the concept of Wechat marketing and development status, as well as features of Wechat marketing model. Meanwhile, it has a specific analysis of Wechat marketing model, and one of which focuses on. At last, the content has estimated Wechat marketing trends and make some suggestions.
Keywords: social e-commerce ，Wechat ，marketing mode ，analysis
目录
一、引言 1
（一）研究背景 1
（二）研究目的与意义 2
（三）文献回顾 2
（四）研究方法与思路 5
二、社交化电子商务的营销模式 7
（一）电商联合第三方SNS模式 7
（二）独立的社交电商网站模式 7
（三）电商企业自身强化社交功能 8
三、微信营销 9
（一）社交化电子商务营销中的微信营销 9
（二）微信营销的发展现状 9
（三）微信营销模式的特点 10
（四）微信营销模式分析 12
（五）微信营销的SWOT分析 13
（吹冰）分析微信营销模式之一:微信公众号 14
四、微信营销案例分析 21
（一）招商银行的微信营销 21
（二）小米手机的微信营销 22
（三）欧莱雅的微信营销 22
五、微信营销的发展趋势与建议 24
（一）微信营销的发展趋势 24
（二）对微信营销的建议 24
吹冰、结语 26
参考文献 1