品牌服装企业公众号营销中的用户需求挖掘与分析
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摘要
为了更好地分析和挖掘微信公众号用户的需求,基于文献查阅和实地调研,分析品牌服装企业微信公众号营销的现状及存在问题。通过焦点小组访谈和头脑风暴法,提取服装微信公众号用户的模糊需求,进一步对用户需求进行分类,构建用户在服装企业微信公众号功能、推送内容、推送方式上的需求模型。最后通过问卷调査,得到用户对于品牌服装企业微信公众号在功能、推送内容和推送方式等方面的需求满意度。
To analyze and excavate the demands of WeChat official account users better, the status of WeChat official account in brand clothing enterprises was explored and summarized based on the literature review and field research.The fuzzy requirement table of the WeChat official account users was extracted through the method of focus group interview and brainstorming, and the users′ sorted requirement table was obtained, the model of WeChat official account user demand on the function, push content and push way was further built.The user demand satisfaction with function, push content and push way of WeChat official account was obtained through the questionnaire survey.
To analyze and excavate the demands of WeChat official account users better, the status of WeChat official account in brand clothing enterprises was explored and summarized based on the literature review and field research.The fuzzy requirement table of the WeChat official account users was extracted through the method of focus group interview and brainstorming, and the users′ sorted requirement table was obtained, the model of WeChat official account user demand on the function, push content and push way was further built.The user demand satisfaction with function, push content and push way of WeChat official account was obtained through the questionnaire survey.
引文
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[14] 段杏元,胡秀琴,张义芳.苏南地区中年女性真丝内衣消费状态研究[J].西安工程大学学报,2014,28(4):428-432.DUAN X Y,HU X Q,ZHANG Y F,et al.Study on the silk underwear consumption of middle-aged women in South Jiangsu[J].Journal of Xi′an Polytechnic University,2014,28(4):428-432.(in Chinese)
[15] 雷英.论微信营销在服装行业中的应用[J].中国市场,2017(16):113-114.LEI Y.On the application of WeChat marketing in clothing industry[J].China Market,2017(16):113-114.(in Chinese)
[16] 张稊睿.企业微信营销研究现状、问题及对策[D].南京:南京师范大学,2015:44.ZHANG T R.Research status,problems and countermeasures of enterprise WeChat marketing[D].Nanjing:Nanjing Normal University,2015:44.(in Chinese)
[17] 熊义淇.微信公众号营销存在的问题及对策分析[J].商业现代化,2015(11):48-49.XIONG Y Q.Analysis on the problems and countermeasures of WeChat public signal marketing[J].Market Modernization,2015(11):48-49.(in Chinese)
[2] 曹娟.微信营销之道[J].汽车观察,2013(9):92-95.CAO J.The way of WeChat marketing[J].Automotive Observer,2013(9):92-95.(in Chinese)
[3] 王海燕.传统媒体微信公众号编辑与运营策略分析[J].编辑之友,2015(2):85-88.WANG H Y.Analysis on editing and operational strategies of traditional media WeChat public number[J].Editorial Friend,2015(2):85-88.(in Chinese)
[4] 黄楚新,王丹.微信公众号的现状、类型及发展趋势[J].新闻与写作,2015(7):4-9.HUANG C X,WANG D.The present situation,type and development trend of WeChat public number[J].News and Writing,2015(7):4-9.(in Chinese)
[5] 贺杰.面向资源整合发展的物流企业营销创新方式[J].西安工程大学学报,2016,30(4):528-533.HE J.Study on marketing innovation mode of logistics enterprises in the development of resource integration[J].Journal of Xi′an Polytechnic University,2016,30(4):528-533.(in Chinese)
[6] 王萌.国内传统新闻媒体微信公众号发展现状研究[D].长春:吉林大学,2017.WANG M.Research on the development status of the WeChat media platform of the traditional domestic news media[D].Changchun:Jilin University,2017.(in Chinese)
[7] 谢远超.微信公众号信息服务平台的设计与实现[D].广州:中山大学,2014.XIE Y C.Design and implementation of the WeChat public account information service platform[D].Guangzhou:Sun Yat-sen University,2014.(in Chinese)
[8] 吴中堂,刘建徽,唐振华,等.微信公众号信息传播的影响因素研究[J].情报杂志,2015,34(4):122-126.WU Z T,LIU J H,TANG Z H,et al.On influential factors of WeChat official account information transmission[J].Journal of Intelligence,2015,34(4):122-126.(in Chinese)
[9] 梁建芳,王剑萍,李筱胜,等.服装网络消费行为的静态测试与分析[J].西安工程大学学报,2014,28(4):445-450.LIANG J F,WANG J P,LI X S,et al.Testing and analysis on apparel online consumer behavior[J].Journal of Xi′an Polytechnic University,2014,28(4):445-450.(in Chinese)
[10] 刘秋连.大数据背景下零售企业会员营销模式研究[J].西安工程大学学报,2016,30(5):669-674.LIU Q L.Research on the membership marketing model of retail enterprise under the background of big data[J].Journal of Xi′an Polytechnic University,2016,30(5):669-674.(in Chinese)
[11] 皮耀东.奢侈品服装品牌的微信营销策略研究[D].北京:北京服装学院,2017.PI Y D.The research on marketing strategy of luxury clothing brands based on WeChat[D].Beijing:Beijing Institute of Clothing Technology,2017.(in Chinese)
[12] 刘晋晶.微信公众号页面设置对服装品牌关系质量影响研究[D].西安:西安工程大学,2016.LIU J J.Research on influence of page set in WeChat public accounts on apparel brand′s relation quality[D].Xi′an:Xi′an Polytechnic University,2016.(in Chinese)
[13] 张春明,李倩.快时尚服装品牌微信公众号的PSCM营销[J].服装学报,2017,2(5):465-470.ZHANG C M,LI Q.Study on PSCM marketing of WeChat public account of fast fashion clothing brand[J].Journal of Clothing Research,2017,2(5):465-470.(in Chinese)
[14] 段杏元,胡秀琴,张义芳.苏南地区中年女性真丝内衣消费状态研究[J].西安工程大学学报,2014,28(4):428-432.DUAN X Y,HU X Q,ZHANG Y F,et al.Study on the silk underwear consumption of middle-aged women in South Jiangsu[J].Journal of Xi′an Polytechnic University,2014,28(4):428-432.(in Chinese)
[15] 雷英.论微信营销在服装行业中的应用[J].中国市场,2017(16):113-114.LEI Y.On the application of WeChat marketing in clothing industry[J].China Market,2017(16):113-114.(in Chinese)
[16] 张稊睿.企业微信营销研究现状、问题及对策[D].南京:南京师范大学,2015:44.ZHANG T R.Research status,problems and countermeasures of enterprise WeChat marketing[D].Nanjing:Nanjing Normal University,2015:44.(in Chinese)
[17] 熊义淇.微信公众号营销存在的问题及对策分析[J].商业现代化,2015(11):48-49.XIONG Y Q.Analysis on the problems and countermeasures of WeChat public signal marketing[J].Market Modernization,2015(11):48-49.(in Chinese)