企业微信粉丝量对企业销售业绩影响的定量评估
企业微信粉丝量对企业销售业绩影响的定量评估[20200418172503]
摘 要
*查看完整论文请 +Q: 3 5 1 9 1 6 0 7 2
关键字:微信营销；营销效果；粉丝数
微信是在2011年1月21日由腾讯公司推出，它是一个免费的应用程序，以智能终端为载体，为智能手机用户提供免费的即时的通讯服务。微信作为移动互联网时期最便利的交流沟通工具，在很短的时间内用户数量超过了6亿，2015年腾讯发布的微信用户数据报告中统计出微信用户已笼盖了200多个国家，各企业品牌微信的公众账号数更是超过了800万，并且每月微信用户的活跃度达到了5.49亿，大量的用户储备和庞大的信息交互数据更是让很多企业、媒体等入驻微信，吸引了大量粉丝来关注，商家企业都争先恐后的登录。企业期望通过微信公众平台与更多的粉丝进行沟通，营销自己的产品，微信粉丝量也因此受到更多商家和企业的重视，微信粉丝量对企业销售业绩来说确实是必不可少的一个因素，但有些企业管理者对企业微信营销的研究存在不足，认识程度不高，只注重微信粉丝量却忽视了其他要素。本文通过分析微信营销、微信公众平台、微信传播特点等理论借鉴微博粉丝量对营销效果影响的相关研究，以AESAR模型为基础，以几家企业微信公众平台的后台数据为数据来源，对企业微信营销效果中的变量分组命名并建立模型，通过运用spss软件进行数据的整理和分析，利用因子分析法给出合理建议。
通过实证数据分析可得：企业微信粉丝量对企业营销效果有一定影响但不是唯一因素，提高企业和粉丝的互动频率，提高粉丝活跃度，扩大品牌影响力等也是提高企业销售业绩的必不可少的因素。若企业只追求粉丝数量，会失去微信营销的价值，不利于正确判断粉丝量对销售业绩的影响。
ABSTRACT
WeChat is launched in January 21, 2011 by the Tencent Inc, it is a free application to intelligent terminal as the carrier, to provide free instant messaging service for smart phone users. Micro channel as the mobile Internet era the most convenient communication tools, in a very short period of time the number of users more than 6 billion, 2015 released Tencent micro user data report the statistics of micro letter users has covered more than 200 countries, the corporate brand micro channel public account number is more than 800 million, and monthly micro letter users active degree reached 5.49 billion. Companies expect the micro channel public platform and more fans to communicate, marketing their own products, micro amount of fans and therefore subject to the attention of more businesses and enterprises, micro amount of fans for enterprise sales performance is indeed essential, but some enterprise managers of the enterprise micro channel marketing research shortcomings, understanding degree is not high, focusing only on micro amount of fans but ignore the other factors. The through the analysis of the micro channel marketing, public platform for micro channel, micro channel propagation characteristics and theoretical reference for microblogging fans on the effects of marketing research, on the model of AESAR based, with several enterprises micro letter public platform of background data as the data source, to the enterprise micro channel marketing effect of a grouping variable name and model, through the use of SPSS software for data collation and analysis, using factor analysis method to give reasonable suggestions.
Through the analysis of the empirical data analysis available: enterprise micro amount of fans effect of enterprise marketing have certain influence but is not the only factor, improve enterprise and fans of the interaction frequency, improve fan activity, expand brand influence, is to improve the essential factor in the enterprise sales performance. If only the pursuit of the number of fans, will lose the value of WeChat marketing, only the purpose of a clear corporate marketing, in order to accurately make the judgment to the enterprise marketing.
Key words:WeChat marketing;marketing effectiveness;the number of fans
目录
一、 前 言 - 1 -
（一） 研究背景 - 1 -
（二） 研究目的与意义 - 1 -
（三） 研究思路与方法 - 2 -
（四） 创新点 - 3 -
二、 研究的相关理论与现状 - 5 -
（一） 微信 - 5 -
（二） 微信营销 - 6 -
（三） 微信、微博营销的粉丝量与销售业绩 - 7 -
（四） 微信粉丝量的价值和微信营销衡量标准 - 8 -
摘 要
*查看完整论文请 +Q: 3 5 1 9 1 6 0 7 2
关键字:微信营销；营销效果；粉丝数
微信是在2011年1月21日由腾讯公司推出，它是一个免费的应用程序，以智能终端为载体，为智能手机用户提供免费的即时的通讯服务。微信作为移动互联网时期最便利的交流沟通工具，在很短的时间内用户数量超过了6亿，2015年腾讯发布的微信用户数据报告中统计出微信用户已笼盖了200多个国家，各企业品牌微信的公众账号数更是超过了800万，并且每月微信用户的活跃度达到了5.49亿，大量的用户储备和庞大的信息交互数据更是让很多企业、媒体等入驻微信，吸引了大量粉丝来关注，商家企业都争先恐后的登录。企业期望通过微信公众平台与更多的粉丝进行沟通，营销自己的产品，微信粉丝量也因此受到更多商家和企业的重视，微信粉丝量对企业销售业绩来说确实是必不可少的一个因素，但有些企业管理者对企业微信营销的研究存在不足，认识程度不高，只注重微信粉丝量却忽视了其他要素。本文通过分析微信营销、微信公众平台、微信传播特点等理论借鉴微博粉丝量对营销效果影响的相关研究，以AESAR模型为基础，以几家企业微信公众平台的后台数据为数据来源，对企业微信营销效果中的变量分组命名并建立模型，通过运用spss软件进行数据的整理和分析，利用因子分析法给出合理建议。
通过实证数据分析可得：企业微信粉丝量对企业营销效果有一定影响但不是唯一因素，提高企业和粉丝的互动频率，提高粉丝活跃度，扩大品牌影响力等也是提高企业销售业绩的必不可少的因素。若企业只追求粉丝数量，会失去微信营销的价值，不利于正确判断粉丝量对销售业绩的影响。
ABSTRACT
WeChat is launched in January 21, 2011 by the Tencent Inc, it is a free application to intelligent terminal as the carrier, to provide free instant messaging service for smart phone users. Micro channel as the mobile Internet era the most convenient communication tools, in a very short period of time the number of users more than 6 billion, 2015 released Tencent micro user data report the statistics of micro letter users has covered more than 200 countries, the corporate brand micro channel public account number is more than 800 million, and monthly micro letter users active degree reached 5.49 billion. Companies expect the micro channel public platform and more fans to communicate, marketing their own products, micro amount of fans and therefore subject to the attention of more businesses and enterprises, micro amount of fans for enterprise sales performance is indeed essential, but some enterprise managers of the enterprise micro channel marketing research shortcomings, understanding degree is not high, focusing only on micro amount of fans but ignore the other factors. The through the analysis of the micro channel marketing, public platform for micro channel, micro channel propagation characteristics and theoretical reference for microblogging fans on the effects of marketing research, on the model of AESAR based, with several enterprises micro letter public platform of background data as the data source, to the enterprise micro channel marketing effect of a grouping variable name and model, through the use of SPSS software for data collation and analysis, using factor analysis method to give reasonable suggestions.
Through the analysis of the empirical data analysis available: enterprise micro amount of fans effect of enterprise marketing have certain influence but is not the only factor, improve enterprise and fans of the interaction frequency, improve fan activity, expand brand influence, is to improve the essential factor in the enterprise sales performance. If only the pursuit of the number of fans, will lose the value of WeChat marketing, only the purpose of a clear corporate marketing, in order to accurately make the judgment to the enterprise marketing.
Key words:WeChat marketing;marketing effectiveness;the number of fans
目录
一、 前 言 - 1 -
（一） 研究背景 - 1 -
（二） 研究目的与意义 - 1 -
（三） 研究思路与方法 - 2 -
（四） 创新点 - 3 -
二、 研究的相关理论与现状 - 5 -
（一） 微信 - 5 -
（二） 微信营销 - 6 -
（三） 微信、微博营销的粉丝量与销售业绩 - 7 -
（四） 微信粉丝量的价值和微信营销衡量标准 - 8 -
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