微信营销外文文献翻译Word格式文档下载.docx
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微信营销外文文献翻译Word格式文档下载.docx
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TheResearchofWechatMarketingtoCustomers’Behavior
JAvery
Abstract
Theprogressofscienceandtechnologypromotethedevelopmentofthesociety.Withthecontinuousdevelopmentofinformationtechnology,humanbeingsusheredinaneweraofmobileInternetera.WiththeadventoftheeraofmobileInternet,smartphones,tablets,becomeanindispensabletoolinpeople'
slife.Allkindsofintelligentsoftwarewiththehelpofmobilephones,tabletsandotherterminalalsobecomemanyPeople'
sDaily"
partners"
.WeChatappearedtopullintothedistancebetweenpeople,notonlyofitsmanyexcellentfunctionwasfoundbyenterprises,theuse,moreandmorecompaniesspendalotofmoney,manpowerandmaterialresourcestoparticipateintheWeChatmarketing,tocommunicatewithconsumers,byWeChatinfluenceconsumerbehavior.
Keywords:
WeChatmarketing,consumerbehavior,andbuyingdecision
1Introduction
WiththecomingoftheageoftheInternet,allkindsofapplicationsoftwarewiththehelpofmobilephones,tabletintopeople'
slives.Oneofthesoftwareisusingtencentplatformquicklyhasmanyusers,itisWeChat.WeChatappearedtopullintothedistancebetweenpeople,notonlyofitsmanyexcellentfunctionwasfoundbyenterprises,theuseof,thisraisesWeChatmarketingcraze.Inearly2013,WeChatonly300millionbreakthroughin2yearsthenumberofusers,developmentspeedgreatlyexceededthemicroblog.Attheendof2014,tencentWeChatglobalnumberofregisteredusershasexceeded600million,ofwhichmorethan440millionactiveusers.WeChatbecomezerosheepinthemobileinstantmessaging,thedownloadsandthenumberofusersintheworld,formedtheworld"
wheretheChinesehaveWeChat"
.Afteritslaunchoverseasversion,duetoitsexcellentfunctionalsoreceivedalotofusersinthewest.TherapiddevelopmentofWeChatpullintothemilesofspacethatintervenebetweenamanandatthesametime,alsowidenthespreadofinformationchannel,tospeedupthespreadofinformation,ingraduallychangedpeople'
sabilitytoobtaininformationandcommunication.
2Literaturereview
2.1WeChatmarketingtheory
2.1.1WeChatandWeChatmarketing
WeChat(WeChat)onJanuary21,2011,tencentcompanyislaunchingasupportS40,S60v3,S60v5,BlackBerry,WindowsPhone,AndroidandiPhoneinstantmessagingsoftware,throughtheintelligentmobileterminaltoprovidecustomerswithtextandimagesharing,photos,videosharing,Sharedlocation,andsupportgroupchatandvoice,andvideointercomfunction,broadcastnews(one-to-many),informationcommunication,theInternetshopping,financialmanagement,gamesandotherservices,andalocationbasedsocialplugging"
shake"
"
bottle"
andSharedstreamingmediacontentofFeed,WeChatthroughmobilePhonenetworkortheInternettransmissioninformation,supportformultiplelanguages,aswellasavarietyofmobiledatanetwork,freeofcharge.WeChatafterlaunch,withtheaidoftencentthisbigtree,growsquicklyinthemobilephoneusers,arepopularwiththemassesofusers,theregistrationnumberhasbeensoaring,breakthrough300millioninJanuary2013,attheendof2014,600million.Thenumberofusersofitslargenumberofexcellentfunctions,formanyenterprisestoseethebroadmarket,mobileplatformbyusingthisplatformtopromotetheirbrands,productsofthecompany.SowhatexactlyisWeChatmarketing?
WeChatmarketingisbasedonWeChatplatform,throughthisplatformtofocusontheuserpromotionenterprisebrandandproductofakindofmodernmarketingmode.ThisresearchinstituteWeChatmarketingmainlyreferstotheenterprisethroughWeChatpublicnumbertoitsfocusontheuserpushrelatedtoenterprisebrandorproductorothermarketinginformation.WeChatprovideenterpriseswithavarietyofwaystodomarketing,enterprisesandpublicWeChatID.InAugust2014,tencentcompanytothepublic,isdividedintotwokinds:
subscriptionandservices.Service,comparedtosubscribeto,themorepreciseinteraction,subscription,interactioncanonlybeWeChatusermanualinput,voicesendsamessagetocompanies,andinadditiontothesubscriptionservice,interaction,waybeyond,alsoprovidesuserswithalreadydefinedmessagestotheuser,convenientforuserstosend,usersonlyneedtoclick,enterprisehasbeendefinedforthisgoodnewstothedefiniteanswer.
2.1.2WeChatmarketingroleanddevelopmenttrend
Firstofall,intheenterprisebusinesspromotionactivities,comparedtothepreviouswalladvertising,distributionofbrochuresandothertraditionalmodeofpropaganda.WeChatmarketinghasuniqueadvantages,itcanreal-timeconnectionconsumergroupsindifferentregions.Thesehugeconsumergroupsispropagandaenterprisehugenumberofpotentialcustomers.WeChatnewshighaccessibilityandtimelinessmarketingforWeChatprovidesahugeadvantage,andthemostideaisconsistentwiththeinformationdisseminationandconsistent.BecauseWeChatuserisactivesubscriptionenterprisebusinesspromotionactivitiesandotherrelatedinformation,subscriberstothismessagearenotusuallypresentresistance,enterprisecanalsothroughWeChatpushitsrelatedactivitiesintimelyandaccurateinformationtobusinesspromotionactivitiesisthemostimportantpotentialcustomersandusers.
Second,aformoftheembodimentofthecompetitioninthemarketcanbedoneinmarketingmanagement,nowsuchacompetitivemarketeconomy,WeChatmarketingcanbringmoreprofitsforenterpriseanddevelopmentprospects,isanimportantmeansofmarketingmanagement.WeChatmarketingnotonlymeetthedemandofthedevelopmentoftheenterprise,alsobringallkindsofcheapandgoodcustomer.
Again,WeChatmarketingcaneffectivelycombiningWeChatappealandwordofmouth,bydiversifiedmeanstoshowtheadvantagesofaproductconcept,corevalues,andmanyotherdeepvalue.Itcanbringtheaudienceapsychologicalshockandfriendlyinteractive,takegreatadvantageofthemarketingandpublicity,drivetheconsumersinthetraditionalmodelforbrandvaluetothemobileInternettoacceptthechangeofbrandvalue.WeChatmarketingeffectivelythebrandimageandwordofmouthpublicityproductstogether.
Inthenearfuture,thenumberofInternetusersusemobileInternetwillgreatlyexceedthenumberofInternetuserstousetraditionalInternet.
AndWeChatisoneoftheimportantstrategiesinthemobileInternetcompanytencentlayout,tencentcompanywillusetheWeChatthisatooltocreateanewchain,integrationofsocial,entertainment,shopping,anditsownresources,suchascommunication,takingataxiissolidformofbarriers,fortheirownfuturetolayabetterfoundationforthelong-termdevelopment.AsChina'
snetworkandcommunicationsbusiness,WeChatevenrunatindependencefrombasicnetworkservices,toprovideuserswithcallsandtextmessagesandothercommunicationservices.Theirownfuture,WeChatmayhavetopayfunctionorwithgoodstenpaybinding,inthefieldofChinesepayandpaytreasuretocompete,ashareinthefieldofmobilepayment.BecauseWeChatcancallmobilephonepositioningfunction,thefuturecanbeassociatedwithmerchantsfromallwalksoflife,toprovideuserswithnearbyshopsofferinformation,andprovideone-stopservicefortheuser.CurrentlyWeChatfunctionaswellasotherpropertiesarenotcompleted,thefuturedevelopmentofspaceislimited.
2.2Consumerbehaviorresearch
AjzenandFishbein(1980)arguethatbehavioralintentionreferstothecustomertoacertainbehaviorofthewillofthepositivedegree,ittendstohavespontaneously,withoutshadowinterferencewithotherexternalfactors,thepositiveintentionwillenablecustomerstosomekindofbehavior.Generallyengageinthisbehaviorthestrongerthewill,themorelikelytogoforthisbehavior.
Ajzen(1991)pointsoutthatthebehaviorintentionthanfactorssuchasattitudes,feelingsandbeliefsthatcanmoreaccuratelydescribethebehavior,thusdeterminetheconsumerisinthefutureacertainperiodoftimenowilltotakesomeactions,thebestwayistoknowwhethertheintentionforthebehavior.
FishbeinMartin(1992)pointedoutthatthestudyofconsumerbehaviorhasformanyyears,forthetraditionalresearchmethodsingeneralconsumerpurchasedecisionprocessfirst,andthenaccordingtoeachpartoftheprocessofresearchGuianalysis,determineitsinfluencingfactors.Thistraditionalmethodisaverybigdifficultyliesintheconsumerbehaviorishardtofollow,evenifcantrack,costishigh,it'
snotgoodforscholars,aftercontinuousexploration,manyscholarshaveresearched,notdirectlybutthroughindirectresearchactintendingtostudyconsumerbehavior,becauselightbehaviorintentionisthebehaviorofconsumers,itoftencanaccuratelypredictconsumerbehavior.
3analysismodelandresearchhypothesis
WeChatforthenewmarketingmode-WeChatprovidesagoodplatform,manycompanieswanttoseizethisopportunityintryinghard,tryingtousethisplatformtodeveloptheenterpriseitself.WhatWeChatmostwelcome,butconsumerswhichWeChatmarketingmethodsmosteasilyacceptedbyconsumers,marketingindifferentways,specifichowshouldoperate,whichWeChatmarketingmethodsprovidethepossibilityforitsowndevelopment,theproblemforWeChatmarketingcompaniesareuniversal,thenthisoneproblemtobesolved.
Toconductacomprehensiveanalysis,thefunctionoftheWeChatsummaryWeChatmarketingvariousfeaturesandcomparativeanalysisofadvantagesanddisadvantagesofWeChatanddevelopmentprospects,andthenbuild
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