微信營(yíng)銷外文翻譯--微信營(yíng)銷的困境及對(duì)策

1、<p>　　中文3080字,1900單詞，10200英文字符</p><p>　　出處：Zhaohui Long. The Difficulties and Countermeasures of WeChat Marketing[J]International Conference on Education,2016.386-389</p><p><b>　　一、英

2、文</b></p><p>　　The Difficulties and Countermeasures of WeChat Marketing</p><p>　　Long Zhaohui</p><p><b>　　Abstract</b></p><p>　　After micro-blog mark

3、eting, WeChat marketing, with its viscosity stronger and more accurate target location, has quickly become a new tool for enterprise marketing. With the introduction of precision marketing concept and the instant marketi

4、ng research, point to point precision marketing has become the unique advantages of WeChat marketing, at the same time, the unique marketing mode of WeChat driven the reforms of mobile Internet. This paper first explains

5、 the WeChat marketing dilemma, that is,</p><p>　　Keywords: WeChat marketing; Difficulties; Countermeasures</p><p>　　Introduction</p><p>　　The development and progress of science and

6、 technology promotes the renewal and development of network technology. Today, the Internet has become a part of people's lives, with the birth of network culture, more and more people access to the Internet, which h

7、ave great influence on the marketing mode. The vigorous development of the WeChat market has created a new marketing mode - WeChat marketing. The maturity of 3G technology and application of 4G network makes the WeChat m

8、arketing has become a</p><p>　　WeChat Marketing Dilemma</p><p>　　WeChat marketing platform is not perfect. In China, the WeChat platform developed earlier, for its development status, its develo

9、pment prospect is immeasurable. Take the mobile phone games as an example, now the game profit model has been already mature, both at home and abroad, this model succeeded. But, as a new platform, there is a problem - it

10、 is invariably follow existing path, or according to their own characteristics to create a new pattern. The shopping platform also needs to improve. Ta</p><p>　　The development of O2O is serious imbalance. O

11、2O is an abbreviation of Online To Offline. By the addition of "nearLook Around", combing the business which has got a strong development, bundling with businesses is the WeChat existing O2O layout. But for now

12、, Chinese O2O is only a dream. The line of the market is not mature, which determines the online and offline development seriously unequal, and this seriously restricts the development of O2O. As a B2C company, Tencent h

13、as a lot of successful e</p><p>　　Brand promotion needs not implemented. The success of the marketing mode is to allow brands and consumers are willing to profit from goods, at present, WeChat marketing seem

14、s to be not up to the standard. First, no classless and ranking public account is not conducive to the user to focus on it. Because it requires the user to search, micro-blog is a diffusion of strong message platform, a

15、message can be known by thousands of people through reprint, thus, the public account is no obvious advanta</p><p>　　Information push reading rate is low. Point to point spread is undoubtedly the advantage o

16、f WeChat, however, compared with micro-blog, it also lacks of features that Micro-blog fans can communicate with each other between the exchange. The unity of lines communication decided fans responded only can be seen b

17、y the business account, failing to communicate with more users and their friends to share ideas, and most businesses account reply is slow and stiff, these slow blunt reply can not replace i</p><p>　　User pr

18、ivacy is threatened. Because WeChat itself is a social platform based on location information, in the social process, the user may disclose user location information and other personal information and such security risk

19、s make some users with a wait-and-see attitude to WeChat. In addition, WeChat users without real name authentication, which makes someone h wanting to use WeChat to engage in fraud have a chance. Due to the lack of real-

20、name system management, user inherently is difficult </p><p>　　Enterprises do not pay attention to WeChat and marketing effectiveness is also exploring.</p><p>　　WeChat marketing as a new thing,

21、 many domestic enterprises have maintained a watching attitude. They pay attention to this new marketing tool, but only decide to use such means after this marketing tool has been verified. Even if some companies wants t

22、o make strategic marketing arrangements, but because do not understand the method of marketing techniques, they take a lot of detours. WeChat begin one to one information delivery to the user's purchase of the bridge

23、, consumer referrals as the goal</p><p>　　Enterprise WeChat Marketing Strategies</p><p>　　Enhanced interactive marketing. In the traditional marketing model, the average consumer only can passiv

24、ely accept with no interaction, but WeChat marketing broke the status quo, how to play to their strengths for marketing is the key to success. Customers on the WeChat is no longer want to be the kind of unilateral attent

25、ion, but to be able to communicate directly with the companies, which is the core of micro-channel marketing. If the company can win the trust of customers, the customers buyin</p><p>　　Personalized marketin

26、g strategies. One of the WeChat feature is precision marketing, fast information transfer speed, fast diffusion, which is not comparable to other marketing methods. In the current business WeChat marketing point of view.

27、 Many companies have not found the true marketing value of WeChat, they just take WeChat as advertising platform, because content is not innovation, fans loss is very serious, with little success. To retain existing cust

28、omers, develop new customers, companies</p><p>　　Maintenance and cultivation of customer information. WeChat marketing is interactive, consumers and businesses communicate at any time, which requires compani

29、es to have good customer service. When talking to customers, it needs to be patient. If the attitude is not good, it could lead to poor customer mood, and even loss of customers. If these bad phenomenon placed online, it

30、 will have a significant negative impact.</p><p>　　Control information push frequency. Daily push information can not be too much, not more than three, even one is enough. These are actually serve as a remin

31、der. In addition, since most of the users use a mobile phone browser, in terms of consumer content, graphics should be appropriate, so that customers can save time and traffic.</p><p>　　Readability informati

32、on pushes. Kind of language style and the unique characteristics of individual conversations makes WeChat push messages with high readability. What WeChat users need is not rigid, stiff language, but happy reading, so th

33、e speech must have an affinity, must be able straightaway. While WeChat can separate users species, understanding user is a two-way communication result. News releasing frequency should not too high, too complicated, als

34、o try not to produce the chain to compl</p><p>　　Simple information pushing and customer access and can not be called WeChat marketing, when Providing information customers need, it needs to promote their pr

35、oducts, which means that a scientific and rational enterprise customer management system is essential. Grouping according to the user's needs, and pushing the target customer information, in addition, the company'

36、;s customer management systems need to update and improve.</p><p>　　WeChat system security measures need to be further improved. Any marketing model are the same, if wanting to be successful, it must obtain

37、customer trust, but now, WeChat security risk makes many customers be afraid to venture to buy products, therefore, in order to obtain the trust of customers, we must address the security risks. Enterprises should take a

38、ppropriate precautions, while users should not easily reveal their information.</p><p>　　References</p><p>　　[1]Zuo Peipei. Analysis on the problems of WeChat marketing [J]. China trading, 2013,

39、36:32-33.</p><p>　　[2]Che Yanni. Problems and Countermeasures of WeChat Marketing -- Taking the apparel industry as the research case of [J]. enterprise, 2014,10:18-19.</p><p>　　[3]Wang Jinglei.

40、 Enterprise WeChat marketing research and strategy analysis of [J]. price, 2014,09:68-71.</p><p>　　[4]Si Yang. Cultivate brand loyalty through WeChat marketing[J]. Chinese market, 2014,30:13-14.</p>&

41、lt;p>　　[5]Wu Jingji, Wang Zhaoyang. The publishing industry marketing research [J]. WeChat China publishing, 2013,08:15-19.</p><p><b>　　二、譯文</b></p><p>　　微信營(yíng)銷的困境及對(duì)策</p><

42、;p><b>　　摘要</b></p><p>　　微博營(yíng)銷之后,微信營(yíng)銷以其強(qiáng)大的粘性和更準(zhǔn)確的目標(biāo)定位,迅速成為企業(yè)營(yíng)銷的新工具。隨著精準(zhǔn)營(yíng)銷理念的引入和即時(shí)營(yíng)銷研究,點(diǎn)到點(diǎn)精準(zhǔn)營(yíng)銷已成為微信營(yíng)銷的獨(dú)特優(yōu)勢(shì),微信獨(dú)特的營(yíng)銷模式推動(dòng)了移動(dòng)互聯(lián)網(wǎng)的改革。本文首先闡述了微信的營(yíng)銷困境,即微信營(yíng)銷中存在的困難,并提出了相關(guān)的對(duì)策。關(guān)鍵詞:微信營(yíng)銷;困難；對(duì)策</p><

43、;p><b>　　介紹</b></p><p>　　科學(xué)技術(shù)的發(fā)展和進(jìn)步促進(jìn)了網(wǎng)絡(luò)技術(shù)的更新和發(fā)展。今天,互聯(lián)網(wǎng)已經(jīng)成為人們生活的一部分,隨著網(wǎng)絡(luò)文化的誕生,越來越多的人進(jìn)入互聯(lián)網(wǎng),對(duì)營(yíng)銷模式產(chǎn)生了巨大的影響。微信市場(chǎng)的蓬勃發(fā)展催生了一種新的營(yíng)銷模式——微信營(yíng)銷。3G技術(shù)的成熟和4G網(wǎng)絡(luò)的應(yīng)用使得微信營(yíng)銷成為一種趨勢(shì),成為新的營(yíng)銷方式。</p><p><

44、b>　　微信營(yíng)銷困境</b></p><p>　　微信營(yíng)銷平臺(tái)并不完美。在我國(guó),微信平臺(tái)開發(fā)較早,因其發(fā)展現(xiàn)狀,其發(fā)展前景不可估量。以手機(jī)游戲?yàn)槔?目前游戲盈利模式已經(jīng)成熟,無論是在國(guó)內(nèi)還是國(guó)外,這一模式是成功的。但是,作為一個(gè)新的平臺(tái),有一個(gè)問題——它總是遵循現(xiàn)有的路徑,或者根據(jù)自己的特點(diǎn)創(chuàng)建一個(gè)新的模式，購(gòu)物平臺(tái)也需要改善，以妹夫會(huì)為例,它是第一個(gè)訪問微信的網(wǎng)站,差異在于公共平臺(tái)中增加了“美

45、容交易所會(huì)員制購(gòu)物區(qū)”。用戶需要使用微信尋找和添加妹夫會(huì)公共賬號(hào),稍后,他們將收到通知成為妹夫會(huì)成員和收到禮物。通過禮品并自動(dòng)確認(rèn)用戶會(huì)員身份,妹夫會(huì)引導(dǎo)用戶進(jìn)入消費(fèi)購(gòu)物區(qū)。整個(gè)操作有點(diǎn)繁瑣,用戶必須點(diǎn)擊查看妹夫會(huì)帳戶信息進(jìn)入購(gòu)物區(qū)域。在用戶訂單過程中,需要輸入移動(dòng)電話號(hào)碼,以確認(rèn)對(duì)現(xiàn)金的調(diào)用,不支持在線支付,也會(huì)使整個(gè)購(gòu)物體驗(yàn)過程變差。商品對(duì)朋友圈的作用有時(shí)發(fā)生崩潰現(xiàn)象,導(dǎo)致它不能在社會(huì)力量的幫助下進(jìn)行有效的宣傳。與此同時(shí),移動(dòng)支付一

46、直受到移動(dòng)提供商問題的困擾,綁定Tenpay將有利于微信的開發(fā)。</p><p>　　O2O的發(fā)展嚴(yán)重失衡。O2O是在線到離線的縮寫。通過添加“nearlook”,梳理已得到強(qiáng)勁發(fā)展的業(yè)務(wù),與業(yè)務(wù)捆綁是微信現(xiàn)有的O2O布局。但是現(xiàn)在,中國(guó)O2O只是一個(gè)夢(mèng)想。市場(chǎng)線路不成熟,決定了在線和離線發(fā)展嚴(yán)重的不平等,這嚴(yán)重制約了O2O的發(fā)展。作為一個(gè)B2C公司,騰訊有直接向客戶提供很多產(chǎn)品的成功經(jīng)驗(yàn)。但是,業(yè)務(wù)循環(huán)使得企業(yè)

47、級(jí)產(chǎn)品的開發(fā)差強(qiáng)人意,使得微信適應(yīng)于具有獨(dú)立和復(fù)雜流程的市場(chǎng)不是一件容易的事情。為了滿足小垂直市場(chǎng)的市場(chǎng)需求,它需要一些強(qiáng)大的媒體營(yíng)銷人才,而社會(huì)媒體人才非常薄弱,也很難實(shí)現(xiàn)。</p><p>　　品牌推廣需求沒有實(shí)現(xiàn)。營(yíng)銷模式的成功是為了讓品牌和消費(fèi)者愿意從商品中獲利。目前,微信的營(yíng)銷似乎不符合標(biāo)準(zhǔn)。首先,沒有等級(jí)和排名的公共帳戶不利于用戶關(guān)注。因?yàn)樗枰脩羲阉?微博是一個(gè)強(qiáng)大的消息平臺(tái)的傳播,一條消息可以被

48、成千上萬的人轉(zhuǎn)載,從而公共賬戶在推廣中沒有明顯的優(yōu)勢(shì)。作為一個(gè)普通用戶,他們可以選擇微博,因?yàn)樗麄兏?dòng)的操作。對(duì)于品牌業(yè)務(wù)來說,在微博和微信平臺(tái)上同樣的事情并不相同。眾所周知,品牌延伸是營(yíng)銷最重要的方面之一,也是營(yíng)銷的第一層次。如果這個(gè)方面的問題不能得到明確,就很難保持長(zhǎng)期的發(fā)展。此外,微信本身就是缺乏一個(gè)開放的通信渠道,一般微微博營(yíng)銷只會(huì)通過廣告頁面發(fā)布二維代碼,通過用戶掃描以關(guān)注他們。這意味著大大降低企業(yè)或個(gè)人的品牌推廣效果。&l

49、t;/p><p>　　信息推送率低。點(diǎn)對(duì)點(diǎn)傳播無疑是微信的優(yōu)勢(shì),然而,與微博相比,微博的粉絲可以在交流之間相互交流。溝通的統(tǒng)一性決定了粉絲只能通過業(yè)務(wù)賬戶來看,無法與更多的用戶和他們的朋友交流意見,而且大多數(shù)企業(yè)賬戶的答復(fù)速度慢、僵硬,這些慢的生硬的回答不能替代粉絲之間的互動(dòng),所以微信中活動(dòng)的粉絲明顯低于微博。微信平臺(tái)推送信息的開放率較低。許多微信公共平臺(tái)繼續(xù)將各種圖形信息推送到用戶的手機(jī)上,它被各種類型的廣告垃圾郵

50、件填滿,即使總是有這樣有價(jià)值的信息,讀者也太忙了,無法閱讀,導(dǎo)致推送信息的點(diǎn)擊率很低。</p><p>　　用戶隱私受到威脅。由于微信本身是一個(gè)基于位置信息的社交平臺(tái),在社交過程中,用戶可以公開用戶位置信息和其他個(gè)人信息,這樣的安全風(fēng)險(xiǎn)使得一些用戶對(duì)微信持觀望態(tài)度。此外,沒有實(shí)名認(rèn)證的微信用戶,這跟希望利用微信進(jìn)行欺詐的人提供了機(jī)會(huì)。由于缺乏實(shí)名制管理,用戶本身就難以區(qū)分彼此的身份,他們將陷入各種欺詐陷阱,造成個(gè)

51、人或財(cái)產(chǎn)的損失。此外,二維碼技術(shù)的初衷是為了跟微信用戶帶來方便,用戶可以通過掃描二維碼的內(nèi)容來學(xué)習(xí),但是現(xiàn)在二維碼已經(jīng)成為手機(jī)病毒傳播的新渠道。二維碼不能沒有標(biāo)準(zhǔn)化的管理措施,否則,它將為罪犯詐騙提供方便。</p><p>　　企業(yè)不關(guān)注微信,營(yíng)銷效果也在探索中。微信營(yíng)銷作為一項(xiàng)新生事物,許多國(guó)內(nèi)企業(yè)一直保持著觀望的態(tài)度。他們關(guān)注這一新的營(yíng)銷工具,但只有在這個(gè)營(yíng)銷工具得到驗(yàn)證之后,才決定使用這種手段。即使一些公司

52、想作出戰(zhàn)略性的營(yíng)銷安排,但由于不了解營(yíng)銷技術(shù)的方法,他們走了很多彎路。微信作為橋梁傳遞信息給用戶,以消費(fèi)者推薦為目標(biāo),以提高用戶體驗(yàn)為目的，此過程構(gòu)成微信營(yíng)銷價(jià)值鏈。由于缺乏成套的營(yíng)銷工具,企業(yè)傾向于使用推廣傳統(tǒng)的營(yíng)銷工具,這些傳統(tǒng)的營(yíng)銷工具已經(jīng)使用戶疲憊不堪,從而容易產(chǎn)生心理阻力,這種新的營(yíng)銷方式是制約微信營(yíng)銷發(fā)展的因素之一。為了更有效地在微信中推廣他們的產(chǎn)品,還需要自己的額外探索。</p><p><b

53、>　　企業(yè)微信營(yíng)銷策略</b></p><p>　　加強(qiáng)互動(dòng)營(yíng)銷。在傳統(tǒng)的營(yíng)銷模式中,普通消費(fèi)者只能被動(dòng)接受沒有互動(dòng),而微信營(yíng)銷打破了現(xiàn)狀,如何發(fā)揮其優(yōu)勢(shì)進(jìn)行營(yíng)銷是成功的關(guān)鍵。微信的客戶不再是單方面的關(guān)注,而是能夠直接與公司進(jìn)行溝通,這是渠道營(yíng)銷的核心。如果公司能贏得顧客的信任, 顧客自然就會(huì)購(gòu)買一些產(chǎn)品。例如,qunar.com不僅有強(qiáng)大的支持網(wǎng)站,還通過微信平臺(tái)連接了它的酒店業(yè)務(wù),所以只要看

54、看微信,用戶就可以得到旅游、酒店入住率和其他信息。</p><p>　　個(gè)性化的營(yíng)銷策略。微信的一個(gè)特點(diǎn)是精準(zhǔn)營(yíng)銷、快速信息傳輸速度、快速擴(kuò)散, 其他營(yíng)銷方法與這不可比。在當(dāng)前的微信營(yíng)銷業(yè)務(wù)觀點(diǎn)中，許多公司沒有發(fā)現(xiàn)微信真正的營(yíng)銷價(jià)值,他們只是把微信當(dāng)成廣告平臺(tái)。因?yàn)閮?nèi)容不是原創(chuàng)的,粉絲流失比較嚴(yán)重,并不成功。要想留住現(xiàn)有客戶,發(fā)展新客戶,企業(yè)必須大力推進(jìn)廣告內(nèi)容,使內(nèi)容創(chuàng)新和動(dòng)態(tài)化。與此同時(shí),企業(yè)應(yīng)該確定他們的微

55、信營(yíng)銷目的,并相應(yīng)制定營(yíng)銷策略。</p><p>　　維護(hù)和培養(yǎng)客戶信息。微信營(yíng)銷是互動(dòng)的,消費(fèi)者和企業(yè)在任何時(shí)候都可以進(jìn)行溝通,這就要求公司有良好的客戶服務(wù)。與客戶交談時(shí),需要耐心。如果態(tài)度不好,會(huì)導(dǎo)致不良的情緒,甚至失去顧客。如果這些壞現(xiàn)象放到網(wǎng)上,會(huì)產(chǎn)生重大的負(fù)面影響。</p><p>　　控制信息推送頻率。每日推送信息不能太多,不能超過三條,即使一條也足夠了。這些實(shí)際上是作為提醒。

56、此外,由于大多數(shù)用戶使用手機(jī)瀏覽器,在消費(fèi)者內(nèi)容方面,圖形應(yīng)該是適當(dāng)?shù)?以便客戶可以節(jié)省時(shí)間和流量。</p><p>　　可讀性信息推送。個(gè)性的語言風(fēng)格和獨(dú)特的對(duì)話特性使微信消息具有很高的可讀性。微信用戶所需要的不是僵硬、生硬的語言,而是快樂閱讀,所以語言必須有親和力。雖然微信可以選擇用戶發(fā)送,但理解用戶是雙向交流的結(jié)果。新聞發(fā)布頻率不應(yīng)該太高,太復(fù)雜,也盡量不制作復(fù)雜的網(wǎng)站或發(fā)送大量的視頻,因?yàn)樗赡軐?dǎo)致用戶取

57、消注意力。與此同時(shí), 基于推送機(jī)制的每個(gè)消息都要用戶處理，刻板的對(duì)話使客戶疲憊不堪。</p><p>　　簡(jiǎn)單的信息推送和客戶訪問,不能稱為微信營(yíng)銷。在提供客戶需要的信息時(shí),可以推廣他們的產(chǎn)品,這意味著科學(xué)合理的企業(yè)客戶管理系統(tǒng)至關(guān)重要。根據(jù)用戶的需求分組,對(duì)目標(biāo)客戶推送信息,此外,公司的客戶管理系統(tǒng)需要更新和改進(jìn)。</p><p>　　微信系統(tǒng)安全措施需要進(jìn)一步完善。任何營(yíng)銷模式都是一樣