摘 要:互联网平台企业是指在当今这个网络发展飞快的时代下借助互联网、云计算等现代信息技术，利用网络上独有的强大的信息存储、信息互通、信息处理等功能衍生出的一种平台型经营企业。本文通过互联网平台企业的相关文献查阅以及对去哪儿网的微信营销案例分析，结合当今时代互联网平台企业面临的一些实际情况，找出互联网平台企业在当今时代下的不足之处。后来发现微信营销是当前社会环境下的一种新型的营销模式，有很多企业都与微信合作产生收益，微信正好有具有低成本、定位准等特点，这些特点正好可以和互联网平台企业互相补充，形成一个牢不可破的联合关系。本文借助了一些其他几个互联网平台企业的情况，发现互联网平台企业在微信营销的时候存在市场定位不够明确，客户服务质量较低与客户体验较差等问题。为了解决这些问题，在此建议互联网平台企业可以塑造一个具有自身特点的品牌，使用品牌效应。同时也要提高客户服务的质量，多注重客户体验，把客户体验放在第一位，让所有的客户都感到满意放心。62192

毕业论文关键词： 互联网平台企业；微信营销；品牌；客户体验

Research on the marketing strategy of the Internet platform enterprise WeChat

Abstract:Internet platform for enterprise refers to in the present era of fast development of the network through the Internet, cloud computing and other modern information technology, the use of network unique powerful information storage, information exchange, information processing and other functions derived from a platform type business enterprise. This paper through the Internet platform for enterprise related literature access and to where the network of micro channel marketing case analysis, combined with the nowadays Internet platform enterprises are facing some of the actual situation, find out the deficiencies in the current era of Internet platform for enterprises. Later found micro channel marketing is the current social environment, a new marketing mode, many enterprises and micro channel cooperation To generate revenue, micro channel just has the advantages of low cost, accurate positioning and other features, these features can just and Internet platform for enterprise complement each other, form an unbreakable relationship. In this paper, by using the some several other Internet platform for enterprise, find the Internet platform for enterprise in the micro channel marketing is market positioning is not clear, customer service quality is low and customer experience poor. In order to solve these problems, on the advice of the Internet platform for enterprise can create a brand with its own characteristics, the use of brand effect. It is also important to improve the quality of customer service, focus on the customer experience, the customer experience in the One, so that all the customers are satisfied with the rest assured

Keywords：Internet platform enterprise; WeChat marketing; brand; customer experience

引言 1

一、绪论 2

（一） 研究背景及意义 2

1、 研究背景 2

2、 研究意义 2

（二） 研究目的、内容以及方法 2

1、 研究目的 3

2、 研究内容 3

3、 研究方法 3

（三） 相关理论概述 3

1、 互联网平台企业 3

2、 微信营销 4