CAJ | 학술논문

微信公众平台具有用户忠诚、深度沟通、定位精准及传播高效的特征,因而成为近期最受欢迎的精准营销平台。布丁酒店是国内第一家正式上线微信预定,实施企业精准营销的连锁酒店,由其实践经验可以总结出企业在微信公众平台上的精准营销策略应由客户细分、客户沟通和客户关系管理三个部分组成,而其中核心是建立微信公众平台上的客户关系管理框架即CRM框架,通过微信公众平台的信息发布及与消费者的交流,建立用户数据库,进而实现用户管理、客服管理及营销管理等功能,从而全面提升企业管理水平,实现企业的精准营销。
미신공음평태구유용호충성、심도구통、정위정준급전파고효적특정,인이성위근기최수환영적정준영소평태。포정주점시국내제일가정식상선미신예정,실시기업정준영소적련쇄주점,유기실천경험가이총결출기업재미신공음평태상적정준영소책략응유객호세분、객호구통화객호관계관리삼개부분조성,이기중핵심시건립미신공음평태상적객호관계관리광가즉CRM광가,통과미신공음평태적신식발포급여소비자적교류,건립용호수거고,진이실현용호관리、객복관리급영소관리등공능,종이전면제승기업관리수평,실현기업적정준영소。
Wechat has become the most popular precision marketing platform because of its characteristics of customer loyalty, deep communication, precise positioning and efficient propagation. Pudding Hotel is the first hotel chain which implements Wechat reservation and precision marketing in China. According to Pudding Hotel＇ s practice, this paper asserts that precision marketing strategy of enterprises on Wechat public platform must include customer segmentation, customer communication and customer relationship management. Then it puts forward a CRM framework of Wechat public platform, it builds up customer database through releasing information and communication with customers, and it can realize customer management, customer service management and marketing management to improve the management level of enterprise. Finally, it can push the enterprises to implement precision marketing strategy.