摘 要
近年来，移动互联网行业经历了飞速的发展。CNNIC 最新发布的第 41 次《中国互联网络发展状况统计报告》显示，截止 2017 年 12 月，中国网民规模达 7.72 亿，其中手机网民规模达 7.53 亿，这意味着中国移动互联网发展即将步入全民时代。伴随移动互联网技术的发展，大批改变人类生活方式的互联网移动客户端也以崭新的形式和理念渗透到人们工作、生活的方方面面。其中，微信便是闪耀的佼佼者之一。微信，自 2011 年 4月诞生以来，经历近 7 年的爆炸式发展，已成为中国用户体量最大的移动社交工具。随着其功能的不断发展与完善，微信已经不仅是用户日常沟通交流的工具，也成为企业品牌运营的重要渠道。
企业在微信平台的品牌运营主要围绕微信公众号、朋友圈、微信社群等功能来进行。
基于这种方式的品牌运营面临着用户积累容易，用户留存困难的问题，原因是这种方式品牌运营策略主要以微信公众号为主来打造。企业可以利用微信公众号的内容运营来吸引用户，但由于微信平台当时还没有产品的应用支持，单纯依靠微信公众号内容运营的方式无法使用户获取品牌产品的体验，而使用外部链接的方式打开品牌相关 APP 效果不够友好，且开发 APP 本身所需成本也较高。
2017 年以后，微信小程序、微信广告相继问世，为企业在微信平台的品牌运营创造了新的渠道。微信小程序界面美观，开发成本低，通过扫描二维码或直接通过微信群和微信公众号便可直接进入相关应用。微信小程序原生的轻量化、多入口以及强社交性的特点使其瞬间引爆了整个互联网行业，它的出现使原本较为单一化的用户运营策略变得丰富。而微信广告的出现则为企业精准营销提供了支持。微信小程序和微信支付功能让企业在微信平台的品牌运营形成了从营销推广，到销售再到服务的闭环，也为企业在微信平台的品牌运营决策提供了新的方法。对于企业而言，如何将现有线上及线下资源和微信平台资源进行合理的整合来进行品牌运营；如何使微信群，微信公众号及微信小程序形成合理有效地品牌运营联动效应，如何充分利用微信平台资源是达到最佳的品牌运营效果，成为企业亟待解决的问题。
本文以朗播网为例，分析其在微信平台的品牌运营策略，先对朗播网品牌和运营现状进行介绍，然后就朗播网的整体运营策略进行分析。结合品牌运营理论和微信平台功能，从内容、用户、活动三个维度进行切入，探究朗播网基于微信平台的品牌运营的成功实践和相关问题及建议，并总结出基于微信平台的品牌运营的一般策略方法，为企业更有效的利用微信平台进行品牌运营提供理论支持。
关键词：品牌运营，朗播网品牌运营，微信平台运营策略
ABSTRACT
Mobile Internet Industry is in a stage of rapid development during recent years. According to the 41stChina Internet development statistics report released by CNNIC ,until Dec，2017, the number of Chinamobile internet users has reached to 772,000,000, which means China mobile internet has nearly enteredinto the era of universal use. With the development of the mobile Internet Era, batch after batch of mobileInternet clients (APP) that changed our original lifestyle and began to infiltrate into every aspect of ourwork and life with new forms and concepts. Among all these apps, WeChat is one of the special best.
WeChat is opened up in 2011 APR and improved 7 year with explosive growth. Now it shares the largestChina consumer volume of mobile social tool. Within breadth and depth of its function, WeChat is not justonly a tool for daily communication, but also a new and significant channel to business for brand operation.
Most enterprises operation their brands on WeChat though focusing on WeChat official accounts,WeChat moments, WeChat group Chat and so on. The great advantage of these methods is quite fast tocollect customers with high efficiency, but at the same time, it is also faced up with keeping customersloyalty. The enterprises rely on their WeChat official as brand operation, which caused the main problem.
Indeed, most of the business can attract more customers with their official accounts, but it cannot provideuser experience directly, as WeChat cannot support relevant function. The only way to choose the externallinks with unfriendly effect and high operation cost.
Since 2017, WeChat increase its new functions- Mini Programs and advertisement in moments, whichdevelop the new channels for the enterprises to operate their brand. WeChat Mini Programs has a morebeautiful interface and lower development cost. Though scanning two-dimensional code, WeChat groupChat, WeChat official account directly, it achieves to enter in the relevant applications. WeChat miniprogram is lightweight original, multi entrance and strong social networking, which make it explode thewhole Internet industry in an instant. It appearance leads to the customer operation strategy from simply torich. Advertisement in moments has also provided the supports for precision marketing. With the WeChatmini program and its original payment function, the company can operate its brand since marketingpromotion, then sales and final after-sale service. It also provides the new basis for brand operationdecision. How to integrate online, offline resources and WeChat resources for brand operation? How tomake the best use of WeChat groups, official accounts and mini programs to achieve reasonable andeffective linkage effect for brand operation? How to involve existing WeChat resources and mini programto enhance brand operation effect? All above questions is urgent to deal with for most enterprises.
This dissertation takes Langlib as an example of case and analysis its brand operation strategy onWeChat. Firstly, it introduces the brand background and operation status of Langlib. Secondly, it analysesthe overall operation strategy of Langlib. Combined with the brand operation theory and the function ofWeChat, this paper concentrates three points of Langlib-content, customer, reputation and activity, toexplore the successful practice of brand operation, related issues and suggestions based on WeChat. It alsosummarizes the general strategy method of brand operation based on the WeChat, then provides theoreticalsupport for the more effective use of the WeChat for brand operation.
KEY WORDS: Brand operation, Langlib brand operation, Brand operation on WeChat platform
目 录
摘 要
ABSTRACT
1 绪 论
1.1 研究背景与意义
1.1.1 研究背景
1.1.2 研究意义
1.2 研究思路和研究方法
1.2.1 研究思路
1.2.2 研究方法
1.3 国内外研究现状
1.4 创新点
2 相关文献综述
2.1 品牌运营策略相关理论
2.1.1 品牌运营相关概念
2.1.2 品牌运营策略
2.2 移动互联网时代品牌运营策略
2.2.1 突出运营价值
2.2.2 把握用户需求
2.2.3 互联网时代的品牌运营策略
2.3 基于微信平台的品牌运营策略
2.3.1 微信平台核心功能简介
2.3.2 基于微信平台的品牌运营策略
2.4 简要述评
3 微信平台下在线教育行业品牌运营现状及问题
3.1 在线教育行业分析
3.2 基于微信平台品牌运营优势
3.2.1 微信生态为依托
3.2.2 强大的运营管理工具
3.2.3 微信智能
3.2.4 隐私保护
3.3 微信平台下在线教育行业品牌运营策略及现状
3.4 微信平台下在线教育行业品牌运营问题
4 朗播网基于微信平台的品牌运营策略案例介绍
4.1 朗播网品牌介绍
4.1.1 总体概述
4.1.2 产品结构
4.1.3 产品特色
4.2 品牌运营策略规划
4.1.1 品牌定位
4.1.2 运营思路
4.3 内容运营
4.3.1 内容选取
4.3.2 内容排版
4.3.3 内容发布
4.3.4 标题设置
4.4 活动运营
4.5 用户运营
4.5.1 用户引入
4.5.2 用户留存
5 朗播网基于微信平台品牌运营效果分析与策略讨论
5.1 朗播网运营分析
5.2 朗播网基于微信平台品牌运营问题
5.2.1 社群运营不够充分
5.2.2 多品牌策略造成管理困难和模糊不清
5.2.3 运营渠道扩展不够
5.2.4 微信平台功能未充分利用
6 朗播网基于微信平台品牌运营策略优化
6.1 释放内容运营资源，强化社群运营管理
6.1.1 释放内容运营资源
6.1.2 加强社群运营管理
6.2 提升品牌质量，加强品牌管理
6.3 扩展用户渠道
6.3.1 校企联合
6.3.2 开设体验中心
6.3.3 打造校园团队
6.3.4 关注特定用户渠道
6.4 充分利用微信平台功能
6.4.1 开放微信小程序功能
6.4.2 合理运用微信广告
7 总 结
参考文献
