USST_Arts_112060625 碎片化时代微信营销及其效果评估研究——以中国银联培训中心为例

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摘要

随着移动互联网的发展，众多移动即时通讯产品与服务竞相推出。微信作为

国内首屈一指的新型移动即时通讯产品的代表，一经推出便迅速获得市场的关注

与青睐；越来越多的企业、组织和个人开始利用微信进入移动互联网，开展移动

营销，微信在移动营销领域中的价值日渐凸显。然而，社会各界至今仍未对微信

营销开展详细、全面的理论和实践研究。因此，结合当下碎片化的时代背景，对

微信营销及其效果评估进行深入探究，显得十分必要。

本文首先分析、总结了微信营销及其效果评估的相关理论；结合碎片化时代

特征，对微信营销发展轨迹、应用模式及特点进行了系统性阐述，归纳总结出微

信营销模式及相关策略。其次，借鉴已有网络营销效果和社会化媒体营销效果的

评估方法，从宏观和微观的角度，分析企业长期和短期微信营销效果产生的机理；

基于此，利用层次分析法和 AISAS 理论模型，分别构建了长期和短期微信营销效

果评估模型。最后，以中国银联培训中心微信平台为例，通过向用户发放调查问

卷，并监测短期营销活动，搜集大量真实、有效的样本数据；在此基础上，运用

相关性分析和回归分析法，得出中国银联培训中心长期和短期的微信营销效果评

估结果。

研究表明，在碎片化时代下，微信作为企业长期品牌建设的战略，企业应当

尽早利用微信进入移动营销领域；在长期的微信运营过程中，企业可从产品信息

传递、功能服务研发以及客户关系管理三方面加以强化，以取得用户的认可，进

而提升用户对企业品牌的忠诚度，提升长期微信营销效果；在短期微信活动中，

为克服营销活动影响力的自然衰减效应，企业需主动与用户进行沟通，了解用户

真实需求，并根据用户需求推出相应信息或活动，充分调动用户的积极性，扩大

当期营销活动的影响力，提升短期微信营销效果。

关键词：碎片化微信营销效果评估

ABSTRACT

With the development of mobile Internet, many companies are competing to

launch a mobile instant messaging product and service. Weixin as a representative of the

domestic new mobile instant messaging product, gain market attention and favor as

soon as it launched, more and more enterprises, organizations and individuals began

using Weixin to step into the mobile Internet, and carry out mobile marketing, Weixin in

the mobile marketing field value increasingly prominent. However, the community has

not yet carried out detailed and comprehensive study from theory and practice aspects

about Weixin, therefore, combined with the current fragmentation of the historical

background, give a deep research on Weixin marketing and in-depth assessment of the

effect of inquiry is really very necessary.

Firstly, this paper analyzes and summarizes the effects of Weixin marketing and

some marketing assessment theories now and before, combined with fragmentation

characteristics of the times, the development path for the Weixin marketing, application

patterns and characteristics were systematically elaborated. Secondly, learn existing

network marketing effectiveness and evaluation methods of social media marketing

effectiveness, and onlookers from the macro and microcosmic point of view, the

long-term and short-term analysis of the mechanism of Weixin business marketing

results generated based on this, using AHP and AISAS theoretical models, respectively

build a long-term and short-term Weixin marketing effectiveness evaluation model.

Finally, using China UnionPay Training Center Weixin platform for this study, over the

questionnaire distributed to the user and to monitor short-term marketing campaigns,

this paper collect a large number of real and effective sample data, and then use the

measurement of correlation analysis and regression analysis, get China UnionPay

long-term and short-term training centers Weixin marketing effectiveness evaluation

results.

Research shows that in the fragmentation of the times, as a strategic for the

long-term brand building of enterprise, the enterprise shall use Weixin to step into the

mobile marketing field as soon as possible; in the long-term Weixin operations process,

companies need to strengthen itself in product information delivery, functional service

development and customer relationship management in order to obtain user acceptance,

and thus enhance customer loyalty to the brand, enhance the long-term Weixin

marketing results; in short-term Weixin activities, enterprises should be initiative to

communicate with the users so that they can understand the user's real needs, and

according to the user’s needs to launch the appropriate marketing information or

activities, and excite users’ enthusiasm, expand the influence of the current marketing

activities to enhance short-term Weixin marketing.

Key Word：Fragmentation，Weixin Marketing，Effectiveness

Evaluation

中文摘要

ABSTRACT

第一章绪论 .................................................................................................................... 1

1.1 研究背景 ................................................................................................................ 1

1.2 理论和实践意义 .................................................................................................... 2

1.3 研究内容与研究方法、技术路线图 .................................................................... 2

1.3.1 研究方法 ........................................................................................................ 2

1.3.2 研究内容与技术路线图 ................................................................................ 2

1.4 相关概念 ................................................................................................................ 4

1.4.1 碎片化 ............................................................................................................ 4

1.4.2 碎片化时代 .................................................................................................... 4

1.4.3 微信营销 ........................................................................................................ 4

1.5 文献综述 ................................................................................................................ 5

1.5.1 相关营销理论 ................................................................................................ 5

1.5.2 社会化媒体营销 ............................................................................................ 7

1.5.3 国外社会化媒体营销评价理论 .................................................................... 7

1.5.4 国内社会化媒体营销评价理论 .................................................................... 8

1.6 本文创新点 ............................................................................................................ 9

第二章碎片化时代微信营销分析 .............................................................................. 10

2.1 碎片化时代形成基础 .......................................................................................... 10

2.2 碎片化时代市场特征 .......................................................................................... 12

2.3 碎片化时代对网络营销的影响 .......................................................................... 13

2.3.1 网络营销碎片化 .......................................................................................... 13

2.3.2 网络营销整合化 .......................................................................................... 13

2.3.3 网络营销互动化 .......................................................................................... 14

2.3.4 网络营销移动化 .......................................................................................... 14

2.4 碎片化时代微信的诞生 ...................................................................................... 14

2.4.1 微信比较优势 .............................................................................................. 14

2.4.2 微信技术优势 .............................................................................................. 16

2.5 碎片化时代下微信营销的发展 .......................................................................... 18

2.5.1 微信营销发展历程 ...................................................................................... 18

2.5.2 微信营销特点 .............................................................................................. 19

2.5.3 企业微信营销模式及对应策略 .................................................................. 20

第三章微信营销效果评估模型构建 .......................................................................... 26

3.1 微信营销效果评估概述 ...................................................................................... 26

3.1.1 网络营销的发展过程及其效果评估方法 .................................................. 26

3.1.2 微信营销效果评估模型及其种类 .............................................................. 27

3.2 长期微信营销效果评估模型构建 ...................................................................... 28

3.2.1 长期微信营销效果评估指标选择 .............................................................. 29

3.2.2 基于层次分析法的微信营销效果评估 ...................................................... 30

3.3 短期微信营销效果评估模型构建 ...................................................................... 33

3.3.1 AISAS 理论内容及缺陷 ............................................................................... 34

3.3.2 基于 AISAS 的AIFAS 模型建立 ............................................................... 35

3.3.3 模型假设 ...................................................................................................... 36

3.3.4 模型建立 ...................................................................................................... 38

3.3.5 模型分析 ...................................................................................................... 39

第四章中国银联培训中心微信营销效果评估 .......................................................... 41

4.1 银联培训中心微信营销实践分析 ...................................................................... 41

4.1.1 银联培训中心微信营销目标 ...................................................................... 41

4.1.2 银联培训中心微信营销策略与实践 .......................................................... 41

4.1.3 微信营销效果及产生的问题 ...................................................................... 43

4.2 中国银联长期微信营销效果评估 ...................................................................... 43

4.2.1 构造判断矩阵并赋值 .................................................................................. 43

4.2.2 层次总排序与检验 ...................................................................................... 44

4.2.3 问卷设计 ...................................................................................................... 45

4.2.4 结果分析 ...................................................................................................... 46

4.3 中国银联短期微信营销效果评测 ...................................................................... 46

4.3.1 数据采集 ...................................................................................................... 46

4.3.2 模型参数估计 .............................................................................................. 47

4.3.3 回归结果讨论 .............................................................................................. 49

4.4 相关建议 .............................................................................................................. 50

4.4.1 长期微信营销经营对策 .............................................................................. 50

4.4.2 短期微信经营对策 ...................................................................................... 52

第五章结论与展望 ...................................................................................................... 53

5.1 主要结论 .............................................................................................................. 53

5.2 研究不足与展望 .................................................................................................. 54

5.2.1 研究不足 ...................................................................................................... 54

5.2.2 未来展望 ...................................................................................................... 55

附录 ................................................................................................................................ 56

参考文献 ........................................................................................................................ 64

在读期间公开发表的论文和承担项目及取得成果 .................................................... 67

致谢 ............................................................................................................................ 68

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摘要：

摘要随着移动互联网的发展，众多移动即时通讯产品与服务竞相推出。微信作为国内首屈一指的新型移动即时通讯产品的代表，一经推出便迅速获得市场的关注与青睐；越来越多的企业、组织和个人开始利用微信进入移动互联网，开展移动营销，微信在移动营销领域中的价值日渐凸显。然而，社会各界至今仍未对微信营销开展详细、全面的理论和实践研究。因此，结合当下碎片化的时代背景，对微信营销及其效果评估进行深入探究，显得十分必要。本文首先分析、总结了微信营销及其效果评估的相关理论；结合碎片化时代特征，对微信营销发展轨迹、应用模式及特点进行了系统性阐述，归纳总结出微信营销模式及相关策略。其次，借鉴已有网络营销效果和社会化媒体营销效...

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