本科论文汽车企业微信营销策略研究——以大众朗逸为例摘 要近些年来由于互联网以及电子技术突飞猛进的发展，不论是在工作上还是在生活上都给人们带来了极大的方便。伴着互联网的飞速发展，传媒行业也被互联网带入了一个崭新的时代。在 21 世纪的传媒行业中，微信是一个应用非常广泛的应用程序，已经成为人们日常生活的一大工具，自从微信诞生以来，一直在其功能上进行优化，现在的微信已经具有了很多功能，因此也成为了营销的一种重要方式，而微信营销也为各公司已经取得了不错的成绩。本文主要针对汽车企业的微信营销进行研究，以大众朗逸的微信营销策略研究作为主要的对象并与微信营销、新媒体营销理论等相结合，做为本研究的理论基础。并通过问卷调查的形式，对大众朗逸以及汽车市场整体的微信营销情况进行调查，并收集了广大汽车用户对于汽车企业微信营销的意见，对客户在微信营销方便的需求进行了研究。并结合调查问卷的结果，对当今汽车企业的微信营销提出了一些改进建议。关键字：新媒体营销、微信营销、策略指导本科论文AbstractIn recent years, due to the rapid development of the Internet and electronic technology, both work and life have brought great convenience to people. With the advancement of mobile Internet, the media industry has also entered a new era. In the new era of media industry, WeChat is a very widely used application, has become a major tool in people's daily life, since the birth of WeChat has been in its function optimization, now WeChat has a lot of functions, Therefore, it has become an important way of marketing, and WeChat marketing has also achieved good results for various companies.This paper mainly focuses on the WeChat marketing of automobile enterprises, taking the WeChat marketing of Volkswagen Langyi as the chief survey object, Combining marketing and WeChat marketing concepts as a theoretical basis for this research. And through using a questionnaire survey to investigate the WeChat marketing of the Volkswagen Lavish and the overall automotive ma...
