微信營(yíng)銷中英文對(duì)照外文翻譯文獻(xiàn)PAGEI--微信營(yíng)銷中英文對(duì)照外文翻譯文獻(xiàn)(文檔含英文原文和中文翻譯)原文：WeChat

Marketing

ReviewJohnScouriaspresentsituationWeChatmicro-blogmarketingbejustunfolding,andquicklybecamethebrandmanufacturersinadditiontotheofficialmicro-bloganotherInternetmarketinghot.SinceAugust18,2012WeChatpublicplatformofficiallylaunched,themedia,brandsandcelebritiesusemoremethodstotheirfanspushallkindsofinformation,moreandmoreWeChatmarketingeffectcannotbeignored.WeChatmarketing,andgraduallyspreadtothedomesticindustrysalesfield,andplaysanimportantroletochangetheexistingmarketingmode.ThispaperisasummaryoftherelevantWeChatmarketingresearchsummaryofpredecessors,throughanalysis,summaryofthescholarsoftheWeChatmarketingresearch.TheadvantagesanddisadvantagesofWeChatmarketingmode,andWeChatmarketingprospects,existingproblemsandcountermeasuresaresummarized,andputforwardthedirectionoftheirthinking.Theme1.WeChat

born

marketingmodelInrecentyears,althoughthedomesticenterprisesintheelectronicmarketingaspectswithgreatlyimprovedbutitisstillwillbeinfluencedandrestrictedbysocialenvironment.Whentheenterpriseriskinthemarketingprocess,thenbecauseoftheriskandthecostwillrise,whilethesalesoftheproductwillbeaffected,thisisverydangerousforenterprises.Howtogetagreaterreturnonsalesbysmallinvestment,hasbecomeakeyissueintheenterpriseneedtoconsider,thereWeChatisbecomeaready-madepanaceatosolvetheenterprisemarketingmode.ThemainwayWeChatplatformforpubliccommunicationisatwo-dimensionalcode,theemergenceofatwo-dimensionalcodeisacreativetransformationofmanyenterprisesfordomesticandinternational,itisthemarketingandmediaindustryhasbroughtnewimpetustothedevelopmentof.Intoday'sincreasinglycompetitivemarket,WeChatthesetwo-dimensionalcode,lowcost,quicknetworkmarketingmodewasusedbymanyenterprises.FromtheopeningofWeChatbusinesspointofview,theywillputthedealertoWeChatcamp,theenterprisecanmakesomebackbonestaffparticipation,establishingabusinessWeChatarmy.Fromtheinformationreleased,mainlyinbrandinformation,industryinformation,businessactivities,theofficialwebsite,promotionalactivities,infact,areforbusinesspromotion,brandbuilding,informationpushtobuildagoodplatform.2.onthe

WeChat

marketingmodel

toexplore(1)

onthe

WeChat

marketing

modeis

knownas

thefollowing

fourmodes:(2)

LBS+

seenearby"function,

mining

potentialcustomers,

openingupnewchannels

ofenterprisesales;(3)

O2O+"two-dimensionalcodescanning"function,boostbrandvirality,keyentrancethroughonlineandofflinebusinesses;(4)

WeChat

publicplatform

+

"circleoffriends"

newfeatures,

tocreateanew

socialrelationshipschain,

tocreatea

new

modeof

enterprise

reputation;(5)

WeChat

interactive

push,

pushthroughabrandcandeveloppersonalized,

interactiveactivities

and

"fans",

toprovide

moredirectinteraction

experience.ZhangLi(2013)usedintheanalysisofenterprisemarketingWeChatwhen,thinktotheenterprise,WeChatmarketingormarketingmodemustbeusedtodistinguish,fordifferententerprisesofdifferentproductsandservices,toadoptdifferentmarketingmethods,suchasO2O+,two-dimensionalcodescanningmodeissuitablefordining,entertainmentandotherproductsorservicesanduserscloselyrelatedenterprises;shealsopointedoutthatWeChatmarketingcostislow,theadvantagesofpotentialcustomers.3.ComparisonofdefinitionofWeChatmarketingandtraditionalmodeWeChatmarketingistheeraofnetworkeconomyontheinnovationofmarketingmode,andisaccompaniedbyakindofnetworkmarketingwayofWeChat,WeChathasnodistancelimit,theuserregistrationWeChat,andaroundthesameregistration"friends"toformaconnection,userssubscribetotheirrequiredinformationbusinesses,byprovidingtheneededinformation,thewayofmarketingtopromotetheirproducts.HanMei(2013)saidWeChatisdefinedasanewmedia,thenewnetworkmarketingchannels,andtoWeChatasanexample,throughthecontrastWeChatplatformfortraditionalnetworkplatformcharacteristicsandadvantagescompared,analyzedtheenterprisethreecharacteristicsbyWeChatplatformtocarryoutmarketingactivitiesthatwordofmouthcommunication,contentpositioningprecisionmarketing,thegeographicalpositionofmarketing.ToacceptahighdegreeofaccuracyandcontentistheuseofthetwocharacteristicsofnetworkmarketingWeChatplatform,andthetwoisthelackofthetraditionalmassmediamarketingmode..Ithink,

WeChat

marketing

tosolvethemajor

problemsinmarketing

--Discussionon

precisionmarketing,

WeChat

marketingbasedon

themobileInternet

is

thefirstattemptto

pioneer

theprecisionmarketing.

WeChat

public

platformauthentication

accountbackground

accordingtothe

variousconditions

ontheclassificationof

the

user,

userspecificinformation

canbe

sent

toa

certificationaccount

classification.

Thedisseminationofinformation

WeChat

publicaccountisthefirstby

theusertochoose,

theuseroftheinformation

rejection

issmall,

andthemessage

typeisrich,

supportmixedmapandtext

or

video,

audio,

flexibleanddiverseforms.As

amobilesocialnetworking

application,

thepossibilityof

WeChat

alsoprovides

greaterpublic

accounts

andindividual

userstointeract.Marketing:inWeChatpublicplatform,everyonecanuseaQQnumber,createanownWeChatpublicnumber,andintheWeChatplatformtoachievetext,pictures,voiceandspecificgroupsofthefullrangeofcommunication,interaction.TherecentwaveofCadillachad"foundheartHighwayNo.66"activities,WeChatpublicaccounteverydaywillsendagroupofthemostbeautifultravelimagetotheuser,inordertoresonate.Othercontent,basictothemainmodelsofbeauties,suchasoverseasspyphotosshow.Cadillacalsousetheaccounttopublishreal-timecontent,suchasbeforetheShanghaireleasedorangerainstormwarning,madeasafetravelalert.ThiskindofmarketingmodeinShandongautoshowinJi'nanhasalsobeenused,thereisthepublicplatformCadillacexhibitorsbooth,visitorscanscantwo-dimensionalcodeconcernthepublicplatform,tounderstandthedynamicCadillacautomobile4Sshop.Starbucks

"wokeup"

mode:

interactive

push

WeChatMarketing:

topushthrough

a

brandcan

develop

personalized,

interactiveactivities

and

"fans",toprovide

moredirectinteraction

experience.

Whenusersadd

asfriend,

"Starbucks"expressesfeelingswith

WeChat

expression,

Starbucks

willbebasedontheuser

sendsamood,

with

"wakeup"

thealbum'smusic

inresponsetouser.

Thiskindofmarketing

isinlinewiththe

characteristicsof

consumergroups,

andthe

shapeofthe

Starbucks

image

better.4.onthe

WeChat

marketing

potentialproblem

analysisTanKai(2012)inWeChatmarketingandputsforwardsometechnicalproblemscannotbeavoided.LBS,two-dimensionalcodescanning,circleoffriends,speechfunctionandaseriesofmultimediafeatures,companiescanprovideuserswithmoreextensiveservices,todevelopmorespecificmarketingstrategy.However,fromanotherandsee,duetoexcessiveenthusiasmofenterprises,WeChatmarketingwillbringalotoftroubletotheuser.WeChatmarketingthe"license",onlytheuserlicense,theenterprisecanforceadialoguewiththeuser,althoughthispartoftheusercanbedefinedasaloyaluserofenterprise,buttheycanalwayscloseinteractionwiththeenterprise.SohowtomaintaintherelationshipbetweentheuserandwillbecomethekeyWeChatmarketingpromotion.FengHaichao(2013)alsobelievethat,WeChatasanewmeansofmarketingandmarketingplatform,WeChatisstrongenough,thevalueofitisself-evident,butcanactuallyachievewhatquantitybutifthenewsuperstarasamarketingplatform,therearestillsomeproblemscannotbeignored,norcanWeChatexpectationstoomuch.HepointedoutaproblemthemostdirectWeChatmarketing,publicplatformandWeChatuserdemanddoesnotmatchtheproblem.HealsobelievesthatthecoreissueintheWeChatmarketingteammustconsideris,dotheuserrelationshiporinformation,itisworthconsidering.WuEn,

MaoXiuli

(2013)

compared

withthe

WeChat

micro-blog

marketingability,

analysisshowedthatthe

number

WeChat

than

micro-blog

in

client

type

less,

WeChat

marketingabilityislimited,

WeChat

towantto

go

tothetransformation,

expanding

client

types,

expandthe

deFeiQun,

thedevelopmentof

more

kindsof

information,

bettermeet

consumerdemand.SummaryFromtheanalysisofliterature,theWeChatmicro-blogmarketing,researchhasbeenmoreperfect,scholarsfromthecurrentuseofWeChat,andaccordingtotheWeChatpropagationmode,enterpriseapplications,WeChatexistingmarketingproblemsandotheraspectswereinvestigatedindetail.Butthroughourresearchonthesedocuments,foundintheenterprisesintheuseofWeChatmarketing,alsoneedaccordingtoitsroleandeffectivenessforfurther.analysis,howtomeasuremarketingeffectiveness,onlytoseehowmanyfansarenotconvinced.Ontheotherhand,WeChatmarketingisnotonlyamarketingtool,Itcanbetransformedintocustomerrelationshipmaintenance.翻譯：微信營(yíng)銷綜述現(xiàn)狀微博營(yíng)銷方興未艾，微信又迅速成為眾品牌商除官方微博外另一互聯(lián)網(wǎng)營(yíng)銷熱地。自2012年8月18日微信公眾平臺(tái)正式上線后，媒體、品牌商及名人使用更多的手段向他們的粉絲推送各種信息，微信的營(yíng)銷效果越來(lái)越不可忽視。微信營(yíng)銷，逐漸蔓延至國(guó)內(nèi)的各個(gè)行業(yè)銷售領(lǐng)域之中，并為改變現(xiàn)有的營(yíng)銷模式發(fā)揮著重要的作用。本文是對(duì)前人有關(guān)微信營(yíng)銷研究進(jìn)行的歸納總結(jié)，經(jīng)過(guò)分析說(shuō)明，總結(jié)有關(guān)學(xué)者對(duì)微信營(yíng)銷的研究成果。對(duì)微信營(yíng)銷的模式，利弊，前景以及微信營(yíng)銷存在的問(wèn)題和對(duì)策進(jìn)行綜述，并提出自己的思考方向。主題1.微信營(yíng)銷模式的誕生近幾年來(lái)，雖然國(guó)內(nèi)的各個(gè)企業(yè)在電子營(yíng)銷方面都的帶了大幅度的提升但那是其依舊會(huì)受到社會(huì)環(huán)境的影響和制約。當(dāng)企業(yè)在市場(chǎng)銷售過(guò)程中產(chǎn)生風(fēng)險(xiǎn)的時(shí)候，那么因?yàn)轱L(fēng)險(xiǎn)而產(chǎn)生的費(fèi)用就會(huì)得到提升，而產(chǎn)品的銷售也會(huì)一同受到影響，這對(duì)企業(yè)而言是十分危險(xiǎn)的。怎樣采用較小的投資方式獲得較大的銷售回報(bào)，也成為了企業(yè)所需要考慮的關(guān)鍵問(wèn)題，微信的出現(xiàn)則是成為了解決企業(yè)營(yíng)銷模式的靈丹妙藥。微信公眾平臺(tái)進(jìn)行傳播的主要方式就是二維碼，二維碼的出現(xiàn)對(duì)于國(guó)內(nèi)外的眾多企業(yè)而言是一個(gè)具備創(chuàng)造性的變革，其也為營(yíng)銷廣告和媒體傳播行業(yè)等帶來(lái)了新的發(fā)展動(dòng)力。在市場(chǎng)競(jìng)爭(zhēng)日益激烈的今天，微信、二維碼這些成本低、見(jiàn)效快的網(wǎng)絡(luò)營(yíng)銷方式很快被眾多企業(yè)所采用。從目前開(kāi)通微信企業(yè)來(lái)看，他們會(huì)把經(jīng)銷商拉到微信陣營(yíng)來(lái)，企業(yè)可以讓一些骨干員工參與，組建起一支企業(yè)的微信大軍。從發(fā)布的信息來(lái)看，主要以品牌信息、行業(yè)資訊、企業(yè)活動(dòng)、官方網(wǎng)站、促銷活動(dòng)等，其實(shí)都是為企業(yè)宣傳、品牌塑造、資訊推送搭建了良好平臺(tái)。2.關(guān)于微信營(yíng)銷模式的探討(1)關(guān)于微信營(yíng)銷模式被人們所熟知的是以下四種模式：(2)LBS+“查看附近的人”功能，挖掘潛在客戶群，開(kāi)拓企業(yè)銷售新渠道；(3)O2O+“二維碼掃描”功能，助推品牌病毒式傳播，打通企業(yè)線上和線下的關(guān)鍵入口；(4)微信公眾平臺(tái)+“朋友圈”新功能，打造全新社交關(guān)系鏈，開(kāi)創(chuàng)企業(yè)口碑宣傳新方式；(5)互動(dòng)式推送微信，通過(guò)一對(duì)一的推送，品牌可以與“粉絲”開(kāi)展個(gè)性化的互動(dòng)活動(dòng)，提供更加直接的互動(dòng)體驗(yàn)。張莉（2013）在分析企業(yè)微信的營(yíng)銷應(yīng)用時(shí)，認(rèn)為對(duì)企業(yè)來(lái)說(shuō)，微信營(yíng)銷的以上的營(yíng)銷模式必須區(qū)別使用，對(duì)于不同的企業(yè)不同的產(chǎn)品服務(wù)，要采用不同的營(yíng)銷方式，如O2O+掃描二維碼模式適用于餐飲，娛樂(lè)等產(chǎn)品或服務(wù)與用戶緊密相聯(lián)系的企業(yè)；她還指出微信營(yíng)銷的營(yíng)銷成本低，潛在客戶多等優(yōu)勢(shì)。3.關(guān)于微信營(yíng)銷的定義與傳統(tǒng)模式的對(duì)比微信營(yíng)銷是網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代企業(yè)對(duì)營(yíng)銷模式的創(chuàng)新，是伴隨著微信的產(chǎn)生的一種網(wǎng)絡(luò)營(yíng)銷方式，微信不存在距離的限制，用戶注冊(cè)微信后，可與周圍同樣注冊(cè)的“朋友”形成一種聯(lián)系，用戶訂閱自己所需的信息，商家通過(guò)提供用戶需要的信息，推廣自己的產(chǎn)品的點(diǎn)對(duì)點(diǎn)的營(yíng)銷方式。韓梅（2013）講微信定義為新媒體，網(wǎng)絡(luò)營(yíng)銷的新渠道，并以微信為例，通過(guò)對(duì)比微信平臺(tái)相比傳統(tǒng)網(wǎng)絡(luò)平臺(tái)的特色和優(yōu)勢(shì)，分析了企業(yè)通過(guò)微信平臺(tái)開(kāi)展的營(yíng)銷活動(dòng)的三個(gè)特點(diǎn)即口碑傳播，內(nèi)容定位精準(zhǔn)營(yíng)銷，地理位營(yíng)銷。接受度高和內(nèi)容精準(zhǔn)是利用微信平臺(tái)進(jìn)行網(wǎng)絡(luò)營(yíng)銷的兩大特色，而二者正是傳統(tǒng)營(yíng)銷模式中的大眾傳播欠缺的。我認(rèn)為，微信營(yíng)銷解決了營(yíng)銷中的重大問(wèn)題——關(guān)于精準(zhǔn)營(yíng)銷的討論，微信營(yíng)銷基于移動(dòng)互聯(lián)網(wǎng)可謂是率先嘗試精準(zhǔn)營(yíng)銷的先行者。微信公眾平臺(tái)的認(rèn)證賬號(hào)后臺(tái)可以根據(jù)各種條件對(duì)關(guān)注它的用戶進(jìn)行分類，認(rèn)證賬號(hào)可以針對(duì)某一分類的用戶發(fā)送特定的信息。微信公眾賬號(hào)的信息傳播是首先由用戶主動(dòng)選擇，用戶對(duì)信息排斥性較小，并且發(fā)送的消息類型