微信營銷中英文對照外文翻譯文獻PAGEI--微信營銷中英文對照外文翻譯文獻(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：微信營銷綜述現狀微博營銷方興未艾，微信又迅速成為眾品牌商除官方微博外另一互聯網營銷熱地。自2012年8月18日微信公眾平臺正式上線后，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，微信的營銷效果越來越不可忽視。微信營銷，逐漸蔓延至國內的各個行業銷售領域之中，并為改變現有的營銷模式發揮著重要的作用。本文是對前人有關微信營銷研究進行的歸納總結，經過分析說明，總結有關學者對微信營銷的研究成果。對微信營銷的模式，利弊，前景以及微信營銷存在的問題和對策進行綜述，并提出自己的思考方向。主題1.微信營銷模式的誕生近幾年來，雖然國內的各個企業在電子營銷方面都的帶了大幅度的提升但那是其依舊會受到社會環境的影響和制約。當企業在市場銷售過程中產生風險的時候，那么因為風險而產生的費用就會得到提升，而產品的銷售也會一同受到影響，這對企業而言是十分危險的。怎樣采用較小的投資方式獲得較大的銷售回報，也成為了企業所需要考慮的關鍵問題，微信的出現則是成為了解決企業營銷模式的靈丹妙藥。微信公眾平臺進行傳播的主要方式就是二維碼，二維碼的出現對于國內外的眾多企業而言是一個具備創造性的變革，其也為營銷廣告和媒體傳播行業等帶來了新的發展動力。在市場競爭日益激烈的今天，微信、二維碼這些成本低、見效快的網絡營銷方式很快被眾多企業所采用。從目前開通微信企業來看，他們會把經銷商拉到微信陣營來，企業可以讓一些骨干員工參與，組建起一支企業的微信大軍。從發布的信息來看，主要以品牌信息、行業資訊、企業活動、官方網站、促銷活動等，其實都是為企業宣傳、品牌塑造、資訊推送搭建了良好平臺。2.關于微信營銷模式的探討(1)關于微信營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，開拓企業銷售新渠道；(3)O2O+“二維碼掃描”功能，助推品牌病毒式傳播，打通企業線上和線下的關鍵入口；(4)微信公眾平臺+“朋友圈”新功能，打造全新社交關系鏈，開創企業口碑宣傳新方式；(5)互動式推送微信，通過一對一的推送，品牌可以與“粉絲”開展個性化的互動活動，提供更加直接的互動體驗。張莉（2013）在分析企業微信的營銷應用時，認為對企業來說，微信營銷的以上的營銷模式必須區別使用，對于不同的企業不同的產品服務，要采用不同的營銷方式，如O2O+掃描二維碼模式適用于餐飲，娛樂等產品或服務與用戶緊密相聯系的企業；她還指出微信營銷的營銷成本低，潛在客戶多等優勢。3.關于微信營銷的定義與傳統模式的對比微信營銷是網絡經濟時代企業對營銷模式的創新，是伴隨著微信的產生的一種網絡營銷方式，微信不存在距離的限制，用戶注冊微信后，可與周圍同樣注冊的“朋友”形成一種聯系，用戶訂閱自己所需的信息，商家通過提供用戶需要的信息，推廣自己的產品的點對點的營銷方式。韓梅（2013）講微信定義為新媒體，網絡營銷的新渠道，并以微信為例，通過對比微信平臺相比傳統網絡平臺的特色和優勢，分析了企業通過微信平臺開展的營銷活動的三個特點即口碑傳播，內容定位精準營銷，地理位營銷。接受度高和內容精準是利用微信平臺進行網絡營銷的兩大特色，而二者正是傳統營銷模式中的大眾傳播欠缺的。我認為，微信營銷解決了營銷中的重大問題——關于精準營銷的討論，微信營銷基于移動互聯網可謂是率先嘗試精準營銷的先行者。微信公眾平臺的認證賬號后臺可以根據各種條件對關注它的用戶進行分類，認證賬號可以針對某一分類的用戶發送特定的信息。微信公眾賬號的信息傳播是首先由用戶主動選擇，用戶對信息排斥性較小，并且發送的消息類型