而现如今随着科技的发达与进步，互联网和移动终端成为发展最为迅速媒体
日益深入到人们生活的方方面面。随着网络技术的发展和智能手机的普及，如今
网络已经成为百姓生活中重要的组成部分。伴随着网络文化的出现它对营销模式
也产生了深远的影响。营销借助网络这个平台发展孕育出了了一种全新的营销模
式，这种模式在这个特定的时代里为企业带来了全新发展和可能性
微信作为国内移动互联网时代的一款典型社交应用，微信以其庞大的用户群
体为基础，加上其传播方式多样化、内容丰富化，配合其传播即时性、便捷性等
特征，在营销上具有得天独厚的优势。随着微信公众平台的开放，各型企业甚至
个人纷纷入驻公众平台，加上朋友圈、微信群、点对点交流也满足了微信营销的
应用，微信顺理成章的成为了营销界的新宠，吸引了诸多企业和个人试图以此来
开发基于微信平台的市场营销。现如今，微信已从早期的基于移动终端的即时通
讯应用发展成能运用互联网思维进行营销传播的新平台。由此，微信营销顺势而
生
在这样的时代里，XQJ 食品有限公司作为一家于 2015 年成立的食品制造加
工销售的小微企业，XQJ 也需要运用市场营销促进公司的发展，但 XQJ 深知与大
型企业相比，小微企业的 XQJ 在人、财、物方面存在着先天不足，同时又面临竞
争激烈，运营成本高，抵御风险能力差等问题，而正是由于看到了微信营销的影
响力，及微信营销低成本，高传播速度，互动性强，精准定向客户的特点，XQJ
和其他众多的小微企业一样，营销需求与微信营销能带来的营销效果不谋而合
因此，与 XQJ 与其他小微企业一样，希望通过与微信营销的有机结合能够为之带
来更多的发展机遇
XQJ 食品有限公司现行的营销模式和很多小微企业一样，依然是使用着较为
传统单一且粗放的营销模式，在这样的微信营销模式作用下虽然有一定的效果，摘要
II
但是并没有达到预期。本文通过分析 XQJ 食品有限公司在现有的微信营销中目前
存在的主要问题，发现这些问题的出现有其客观的历史原因，但也有 XQJ 的主观
因素，但不管什么原因，为了实现企业的可持续、健康的发展，XQJ 必须理性的
正视这些问题，并积极寻找解决方案
所以，本文通过 PEST 分析法分析企业所处的外部环境及用 SWOT 分析法分析
企业的优势、劣势、机会、威胁，帮企业更清楚的认识到企业目前受到怎样的内
部因素和外部因素的综合作用，公司的发展是否是机遇与威胁并存，优势与劣势
同在。通过对 XQJ 包括微信营销现状的分析，针对 XQJ 的现有微信营销中在产品
设计、价格制定、促销手段、传播渠道、客户管理和专业人才六个方面存在的问
题，给出了改进措施。期望能为 XQJ 食品有限公司在今后的微信营销中提供帮助，
同时也可为其他的小微企业制定微信营销策略时提供价值参考
关键词：小微企业；XQJ 食品有限公司；微信营销Abstract
III
Abstract
At present, small and micro enterprises have been developing rapidly in China,
and they are everywhere in many industries, playing an important role in economic
development. Small and micro enterprises have their own distinctive features, like
other enterprises to carry out marketing, marketing process must also be through a
certain media carrier, in order to push product information to the target audience.
Now, with the development and progress of science and technology, the Internet
and mobile terminal become the most rapid development, the media increasingly
penetrated into all aspects of people&39;s lives. With the development of network
technology and the popularity of smart phones, the Internet has become an important
part of people&39;s lives. With the emergence of network culture, it also has a profound
impact on the marketing model. With the help of the Internet, marketing has
developed a new marketing model, which brings new development and possibilities
for enterprises in this particular era.
WeChat as the mobile Internet era of a typical social networking application,
WeChat is based on its large user groups, with the diversification of communication,
rich in content, with the propagation characteristics of real-time, convenience and
other advantages, is richly endowed by nature in marketing. With the WeChat public
open platform, various types of enterprises and even individuals have settled public
platform, coupled with the circle of friends, WeChat group, point to point
communication but also to meet the marketing application of WeChat, WeChat
become the logical marketing industry darling, attracted many enterprises and
individuals to develop marketing based on the WeChat platform. Today, WeChat has
developed from early mobile based instant messaging applications to a new platform
for marketing communications using the internet. As a result, WeChat marketing
homeopathy.
In this era, XQJ Food Co. Ltd. was established in 2015 as a food manufacturing
processing and sales of Small and micro businesses, XQJ also need to use marketing
to promote the development of the company, but XQJ knows that compared with largeAbstract
IV
enterprises, Small and micro businesses XQJ in human, material, financial aspects in
congenitally deficient, at the same time facing the fierce competition, high cost and
the problem of poor ability to resist risks, it is due to see the WeChat and WeChat
marketing marketing influence, low cost, high communication speed, strong
interactive features, targeting customers, XQJ and many other Small and micro
businesses, marketing demand and WeChat agree without prior without previous
consultation marketing can bring the effect of marketing. Therefore, with XQJ and
other small and micro enterprises, I hope that through the organic combination of
marketing with WeChat, it will bring more opportunities for development.
XQJ Food Co. Ltd., the existing marketing mode and many Small and micro
businesses, is still using the traditional single and extensive marketing mode,
marketing mode in WeChat so although has some effect, but did not achieve the
desired. This paper analyzes the major problems existing in the XQJ Food Co. Ltd.,
WeChat marketing in the present, it is necessary for the historical reasons that the
emergence of these problems, the subjective factors but also have XQJ, but no matter
what the reason, in order to realize the enterprise&39;s sustainable and healthy
development, rational XQJ must face these problems, and actively looking for
solutions.
So, this paper analysis the external business environment and the analysis of
enterprise&39;s strengths weaknessesopportunities and threats by SWOT through PEST
analysis, to help enterprises to clearly recognize the enterprise is the comprehensive
effect of internal factors and external factors how, whether the company&39;s
development opportunities and threats, strengths and weaknesses. Through the
analysis of the current marketing situation of XQJ marketing, including WeChat,
according to XQJ&39;s existing WeChat marketing in product design, pricing, promotion,
communication channels, customer management and professional personnel in six
aspects of existing problems, the improvement measures are presented. But as a small
food enterprise, XQJ and all Small and micro businesses the shortage of funds,
shortage of talents, professional and technical updating pressure, weak brand
awareness, consumer confidence is not high, people get tired of loss, widespreadAbstract
V
implementation of these issues, to a certain extent, the implementation of marketing is
the obstacle of. According to this, the author gives the marketing strategy of WeChat
on XQJ and Small and micro businesses like XQJ can use some ideas, hoping to
provide help for the XQJ food company in the future WeChat marketing, but also
provide reference value to develop a marketing strategy for WeChat Small and micro
businesses of the other.
Key words: small and micro enterprises；XQJ Food Co., Ltd.；WeChat marketing目录
目录
摘要...I
Abstract III
第一章 绪论..........1
1.1 研究背景 ......1
1.2 研究意义 ......2
1.3 国
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