大数据环境下微信营销策略研究Marketing Strategy of micro-channel large data environment摘 要随着移动互联网技术的快速发展和移动终端的不断普及，社交网络等新兴服务促使人类社会的数据种类和规模正以前所未有的速度增长，大数据时代正式到来 ,并全面影响了营销业界。大数据营销从媒体、消费者、广告与营销战略策划、效果评估四个层面突破了传统营销体系，微信营销伴随着大数据营销而出现的新的营销手段，广泛运用于社会生活的各个方面。 本文在大数据环境下出现的新的营销手段微信营销，介绍大数据的概念和特征，举出了大数据的一些处理工具和方法；其后主要说明大数据对微信营销的影响，微信营销的现状；大数据时代冲击下微信营销无处不在，微信营销的实证分析以酒店的微信营销为例，微信营销的模式，使用评价体系和模糊综合评价法进行营销效果评价，给出营销的建议和对策；微信营销是大势所趋。基于用户的需求的个性化微信营销，服务变得更加贴心、周到、便利和安全，让线上和线下的联系变得更加紧密，用户和企业具有良性的互动沟通，实现精准营销具有重要影响。【关键字】大数据；微信营销；营销策略IAbstractWith the growing popularity of the rapid development of mobile Internet technology and mobile terminals, social networking and other new services to promote data types and scale of human society at an unprecedented rate, the official arrival of the era of big data, and the full impact of the marketing industry. Big Data Marketing from the media, consumers, advertising and marketing, strategic planning, evaluation of the effect of breaking the traditional four-level marketing system, accompanied by a large micro-channel marketing, data marketing and the emergence of new marketing tools, widely used in all aspects of social life.In this paper, a new marketing tool that appears in the big data environment micro-channel marketing, introduces the concept and characteristics of big data, cited a number of tools and methods for handling large data; Subsequently mainly illustrate the effect of large...
