-I- 摘要 在市场经济规律下，企业通过调动各种资源，运用各种方式将产品和服务推荐 销售给消费者，这一持续的过程状态即为营销。互联网时代，科技进步改变了世界 经济模式，营销的理论和实践也随之发生变革，作为传统旅游业也随着时代的脉搏 悄然发生着转变升级。微信展现了它新时代社交媒体工具的强大渗透力，微信支付 功能上线后，毫无悬念地成为了企业最重视的商务平台。旅游企业在微信平台开展 营销，既是紧跟消费者需求的必要举措，同时也是企业适应时代发展，完成产业升 级的现实需要。本文以A旅游公司开展微信营销为起点，通过结合微信营销相关理 论，运用科学的分析方法，将微信营销效果转化为A公司微信营销策略的判断依据， 为旅游行业从业者营销管理提供参考借鉴。 首先，本文对微信营销的研究背景与研究意义进行了概述，从不同的学者研究 角度对微信营销的国内外研究现状进行阐述，本文研究内容和方法得以确立。 其次，从微信营销相关概念出发，阐述微信营销的内容和作用，突出列举产生 的效果及营销现状，详细描绘微信营销的具体形式，并介绍微信营销的常用方法， 为下一步对营销效果进行客户评价分析作铺垫。 再次，介绍A旅游公司基本情况，运用文献研究法、问卷调查法对A旅游公司 微信营销的效果进行分析，并运用统计分析法、案例分析法等方法对A旅游公司微 信公众号平台存在的问题，得出分析结论。 最后，提出A旅游公司微信营销提升对策，并从微信营销人才、团队建设和流 程完善方面进行保障，确保新的微信营销策略为A旅游公司带来更多的经济效益。 关键词：客户评价；微信营销；效果评价；旅游公司 燕山大学工商管理硕士学位论文 -II- Abstract Underthelawofmarketeconomy,enterprisesmobilizevariousresourcesanduse variousmethodstorecommendproductsandservicestoconsumers.Thiscontinuous processstateismarketing.IntheInternetage,technologicaladvancementhaschangedthe worldeconomicmodel,andthetheoryandpracticeofmarketinghavealsochanged.As thetraditionaltourismindustryhasquietlychangedandupgradedwiththepulseofthe times.WeChatshowsthepowerfulpenetrationofitsneweraofsocialmediatools.After theWeChatpaymentfunctionislaunched,ithasbecomethemostimportantbusiness platformforenterprises.ThemarketingoftourismenterprisesonWeChatplatformisnot onlyanecessarymeasuretokeepupwiththeneedsofconsumers,butalsoarealisticneed forenterprisestoadapttothedevelopmentofthetimesandcompleteindustrialupgrading. ThisarticletakesAtravelcompanyasthestartingpointforWeChatmarketing.By combiningtherelevanttheoriesofWeChatmarketingandapplyingscientificanalysis methods,theWeChatmarketingeffectistransformedintothejudgmentbasisofA company'sWeChatmarketingstrategy,whichprovidesreferenceforthemarketing managementoftourismindustrypractitioners. Firstly,thispapersummarizestheresearchbackgroundandresearchsignificanceof WeChatmarketing,andexpoundsthedomesticandforeignresearchstatusofWeChat marketingfromdifferentscholars'researchperspectives.Theresearchcontentandmethod areestablished. Secondly,startingfromtheconceptofWeChatmarketing,expoundingthecontent androleofWeChatmarketing,highlightingtheresultsandmarketingstatus,detailingthe specificformofWeChatmarketing,andintroducingthecommonmethodsofWeChat marketing,forthenextsteptothemarketingeffectofcustomersEvaluationanalysisis pavingtheway. Thirdly,introducethebasicsituationofAtourismcompany,usetheliterature researchmethodandquestionnairesurveymethodtoanalyzetheeffectofAtourism companyWeChatmarketing,andusestatisticalanalysismethod,caseanalysismethodand othermethodstosolvetheproblemsofAtourismcompanyWeChatpublicnumber platform.,drawtheconclusionoftheanalysis. Finally,thepromotionstrategyofWechatmarketingofAtourismcompanyis proposed,andtheprotectionofWeChatmarketingtalents,teambuildingandprocess improvementisensuredtoensurethatthenewWeChatmarketingstrategybringsmore economicbenefitstoAtourismcompany. Keywords:customerreviews;Wechatmarketing;evaluation;travelagency 目录 -III- 目录 摘要................................................................................................................................I ABSTRACT......................................................................................................................II 第1章绪论.................................................................................................................1 1.1选题背景及研究意义.............................................................................................1 1.1.1选题背景.........................................................................................................1 1.1.2研究意义.........................................................................................................2 1.2研究现状................................................................................................................3 1.2.1国外研究现状.................................................................................................3 1.2.2国内研究现状.................................................................................................5 1.2.3国内外研究评述.............................................................................................6 1.3主要研究内容与方法............................................................................................7 1.3.1研究内容.........................................................................................................7 1.3.2研究方法.........................................................................................................7 第2章相关概念与理论概述.........................................................................................9 2.1相关概念................................................................................................................9 2.1.1市场营销的概念.............................................................................................9 2.1.2网络营销的概念.............................................................................................9 2.1.3新媒体营销的概念.........................................................................................9 2.2微信营销的相关概念..........................................................................................10 2.2.1微信的概念...................................................................................................10 2.2.2微信营销的概念...........................................................................................10 2.2.3微信营销的特点...........................................................................................11 2.2.4微信营销的效果...........................................................................................12 2.2.5微信营销的现状...........................................................................................13 2.3营销评价的基本理论与方法..............................................................................13 2.3.1营销效果评价的基本理论...........................................................................13 2.3.2营销效果评价的分析方法...........................................................................13 2.4本章小结..............................................................................................................14 第3章A旅游公司及其微信营销概况.......................................................................15 3.1A旅游公司基本情况...........................................................................................15 3.1.1A旅游公司简介............................................................................................15 3.1.2组织结构.......................................................................................................15 燕山大学工商管理硕士学位论文 -IV- 3.1.3业务构成情况...............................................................................................15 3.2A旅游公司市场概况...........................................................................................16 3.2.1按空间划分的市场.......................................................................................16 3.2.2按时间划分的市场.......................................................................................17 3.3A旅游公司微信营销环境分析...........................................................................17 3.3.1宏观环境因素分析........................