【摘要】：本文基于對(duì)東莞大學(xué)生的實(shí)證調(diào)查展開研究,探討從大學(xué)生視角如何看待企業(yè)微信營(yíng)銷活動(dòng),從購(gòu)物平臺(tái)的選擇、微信關(guān)注的內(nèi)容、微信推廣效果、微信支付、暴力刷屏等方面進(jìn)行數(shù)據(jù)分析并得出結(jié)論。研究結(jié)果得出:大學(xué)生消費(fèi)者群體對(duì)微信營(yíng)銷的看法比較客觀,微信營(yíng)銷具有一定推廣效果。但是,微信營(yíng)銷目前存在許多不足,使得消費(fèi)者在微信平臺(tái)購(gòu)物時(shí)有許多顧慮,所以,微信營(yíng)銷的功能有待完善來確保消費(fèi)者的利益得到保護(hù)。
[Abstract]:Based on the empirical investigation of university students in Dongguan, this paper discusses how to treat the marketing activities of enterprise WeChat from the perspective of college students, the choice of shopping platform, the content of WeChat's concern, the effect of WeChat extension, WeChat Pay, and so on. Violence brush screen and other aspects of data analysis and conclusions. The results show that: college students' consumer group has a more objective view on WeChat marketing, WeChat marketing has a certain promotion effect. However, there are many shortcomings in WeChat marketing, which makes consumers have many concerns when shopping on WeChat platform. Therefore, the function of WeChat marketing needs to be improved to ensure that consumers' interests are protected.
【作者單位】： 東莞職業(yè)技術(shù)學(xué)院;廣東創(chuàng)新科技職業(yè)學(xué)院;
【分類號(hào)】：F274;G206

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本文編號(hào)：2220477