以ofo为例浅析微信在营销中的应用

微信从2011年面世以来，以其方面快捷、费用低廉，定位精准的对传统营销模式的创新的优点迅速占领了市场，微信营销成为了当下企业、个人和创业者网络营销的不二之选。本文首先以OFO共享单车为模板背景分析微信在营销中的应用，首先介绍微信营销的特点，其次分析ofo营销现状，先用PEST分析共享单车整个行业面临的社会大背景问题，其次运用波特五力模型着重分析小黄车何其竞争对手的情况，最后用SWOT分析方法分析小黄车的营销情况。本文重点是结合调查数据分析ofo的4P营销策略。并且根据数据对策略存在的问题进行讨论和分析。最后进行总结并根据调查出的一些问题对企业提出建议，尤其是对大学生创业者提出点建议，以期为企业能够更好地利用微信公众号这个独特的营销平台提供帮助。
关键词：  微信营销；ofo营销；共享单车

An analysis of the application of wechat in marketing
Abstract：Since the introduction of wechat in 2011, with its fast, low-cost, accurate positioning of the traditional marketing model has quickly occupied the market, wechat marketing has become the current enterprise, personal and entrepreneur network marketing choice. Firstly, this paper analyzes the application of wechat in marketing, first introduces the characteristics of wechat marketing, then analyzes the current situation of ofo marketing, then analyzes the social background problems faced by the whole industry with pest, and then uses five forces model to analyze the situation of how competition, finally uses SWOT analysis method to analyze the marketing situation of small yellow car. This paper focuses on the investigation data analysis of ofo's 4p marketing strategy. And according to the data the existing problems of the strategy are discussed and analyzed. Finally, the paper summarizes and puts forward some suggestions to the enterprises according to some problems, especially the suggestions to college students, in order to provide help for enterprises to make better use of the unique marketing platform of the popular.
Keywords: WeChat marketing； ofo marketing； sharing bike

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