微信公众号在网络营销中的应用研究

在推广形式日趋人性化、温和化的今天，富有人情味和可读性的微信公众号营销已经成为企业网络营销的一个重要渠道。但随着网络营销的红利期走到末期，其生存环境也越趋于严峻。本文主要探究目前微信公众号在网络营销中的现状和营销形式，从而发现微信公众号营销中存在同质化、推广受限和法律缺陷等问题并针对问题提出打造O2O平台、扩大营销形式、加强监管等对策。并选取案例，分析目前的网络营销环境和大趋势下公众号的具体营销方式、问题与对策，以期为企业通过微信公众号进行的网络营销活动提供一定的参考。

关键词：网络营销；微信公众号应用

 Research on the application of WeChat in network marketing.
Abstract: In today's increasingly humanized and moderated form of promotion, WeChat public number marketing has become an important channel for corporate network marketing. However, as the bonus period of online marketing reaches the end, its living environment is becoming more and more severe. This article mainly investigates the current status and marketing forms of WeChat public account in online marketing, and finds that WeChat public number marketing has problems such as homogenization, limited promotion, and legal defects, and proposes an O2O platform for the issue, expanding the marketing form, and strengthening Measures such as supervision. Cases were selected to analyze the specific marketing methods, problems, and countermeasures of the public number under the current Internet marketing environment and general trend, in order to provide certain reference for the company's online marketing activities through the WeChat public number.

Key words: Network marketing; WeChat public number

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