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Jingdong book

“微”金时代：解密微信营销

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Jingdong book

“微”金时代：解密微信营销

Name: “微”金时代：解密微信营销
Brand: Jingdong book
SKU: 3118215651
Price: 26.27 USD
Availability: OutOfStock

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这是一个“微金时代”，无数的品牌与企业，乃至小老百姓都希望能从微信、微博、微店等一切微营销手段中去掘得财富，但“微料”，真的是那么无所不能吗？《“微”金时代：解密微信营销》根据笔者近年在电子商务及微营销实战中的真实经历编写，见血式地揭示和总结微信营销中的各种怪与异，全面揭开以微信营销为核心的微营销项目操作与管理内幕，解剖品牌、产品、企业在开展微信营销时的各种误区与问题。
《“微”金时代：解密微信营销》语言诙谐，以调侃式的语气引导读者身临其境地体会微信营销手段的方方面面，可谓是一本帮助有意于从事微营销的读者一窥“微金时代”真相的读本。同时，《“微”金时代：解密微信营销》以微信营销的各种真实现状问题及解决方案为主线，加以真实案例剖析，为中企微营销及个人从事微营销提供一线实战指导，适合各行业营销、广告、决策等从业者阅读，还可作为大中专学校营销及电商专业的实用型教材。

Comments

★千万不要仅仅被书名所吸引，本书介绍的很多实用、有效的方法和案例会让你眼前一亮，不再为微时代而迷茫。它不仅是泸州职业技术学院与本企业产学研合作的成果之一，更是一本属于微时代的好书，一本藏金的真言宝典！
——泸州老窖集团信息技术总监易彬

★移动互联的大爆炸引发了一系列的连带效应，在新媒体营销的微信营销里，有着太多的不定因素．特别是一些中小企业没有具体的媒体圈子、公关资源，只能靠现有的营销案例来发掘自身潜能。本书脱离了大企业程序化购买创意、程序化购买技术的费用漩涡，真实、有用地提出了可行建议。
——泸州老窖集团品牌运营总监康运泽

★公司向来注重新媒体品牌运营与传播，但苦于各种运营方式和方法各有优劣，选择起来也非常费劲。这本书倒是提供了很多立杆见影的建议，给我们很大的惊喜，而且个人很喜欢它笑点不断的行文方式。
——泸州老窖一品坊品牌营销中心总经理石弢

★不少传统企业觉得微信、微博营销等都很”高科技”，不少所谓专业的电子商务企业又觉得这些很“小儿科”，而两者之间总要依靠金钱利益来挂钩，这在一定程度上限制了传统企业在微时代的网络营销发展。而这本书通俗易懂、语言明快、案例丰富、针对性强，对目前主流的以微信营销为主的新媒体营销方式进行了很通俗的演绎，草根管理者也能看懂，非常值得一读!
——四川迅伟科技有限公司品牌运营总监刘伟

★互联网不仅是媒体，更是生产力。通过本书，你既可以运用好新媒体打造属于自己的互联网品牌，更可以转化为获取财富的生产力。
——四川省电子商务协会秘书长徐晔

★本书通俗的语言、贴近生活的营销案例，让全书看起来相当接地气。喜欢它轻松诙谐的文笔．让业余充电变得更加轻松愉快。
——网友小刘

Catalogue

引言
第一章从月球表面蹦出的微信营销
什么是微信营销
第一节微信的出现和爆炸
第二节冷静看看微信公众平台的火热
第三节微信5.0所引导的企业家们的野心
第四节跳出的微信营销
为什么要做微信营销？
第一节微信营销的出现
第二节微信营销对人类生活的改变
微信营销为代表的新媒体营销对传统营销的冲击
第一节旮旯里的新媒体营销
第二节新媒体营销和传统营销的区别
第三节背对背式新概念
微信营销比微博营销更好吗？
第一节微博的那段天堂
第二节微信来了，微博就不用了吗？

第二章互动、服务是微信营销的主要动力
粉丝看质量不看数量
第一节粉丝的真实价值
第二节发展粉丝的重要定位
第三节看淡粉丝的数量．先做好小范围服务
第四节 “六度分离”理论在微信上的应用
空洞、复制粘贴的推送内容是微信营销的杀手
第一节微信公众账号订阅号和服务号的区别
第二节订阅号和服务号信息推送的不同禁忌
第三节推送不当导致的后果
第四节有和无微信微官网的微信公众平台的布局设计
内容控制和技巧
第一节微信推送内容的字数控制
第二节原创和伪原创的选择
第三节推送内容粘性的体现
微信是企业和顾客一对一交流、了解的平台
第一节、自定义接口的定义和商业价值
第二节为粉丝量身打造一套贴心“轻APP”
粉丝价值的转换，从关注到真粉丝
做好客服，让顾客做把上帝，让客户参与进来
第一节不断迎合的企业微信
第二节微信客服的优势和技巧

第三章学会简单，精准定位
微信——不是万能应用，核心企业价值体现才是重点
第一节企业核心价值的体现方式
第二节品牌化渠道的选择
29天的感情培养，才经得起一天的刮脂揩油
主动通过微信创造沟通，了解你的不同的客户
粉丝靠互动，稳定靠渠道，价值靠定位
第一节线上活动的方式和尺度
第二节线上线下的艮好配合
第三节最佳的互动形式
微信营销也重差异化

第四章创造属于自己微信价值的四大方向
根据自身定位，开放微信服务类型微应用
成为用户信息需求数据的提供者
洋气的轻APP微服务
本地化移动电商平台
尾声随着时代摆动
学习苦无边，微信不是结束
微信带动的“新电商时代”让未来无限可能
微信的快速更新，让微信营销永不落后
支付接口开放
订阅号服务号授权运营书

Book Abstract

《“微”金时代：解密微信营销》：
我住的小区跑，也看到一些熟悉的朋友和我一样在小区的林园里做各种运动状。有一天我碰到了做服装生意的王先生（是个在商业街开门店的），我跑过去和他搭讪，其实只是早上出门忘了带钱，跑了一会口渴的难受——于是看到他的车厢里有一箱矿泉水。我问他生意做得怎样？然后就是两个人一番嘘寒问暖。他提到了他花钱让网络公司给他做的一个微信。说是有上千的粉丝，营销活动也做得不少可就是没有效果。后来我关注了他的公众账号，认为他的排版设计和营销活动还有宣传方式都是很有考究的，按理说不会爆红也是会有一定的效果的。我为了难，后悔自己曾经在社区聚会上发的名片上字旁边印的微信营销专家。可我总归有些不服气，拿来了他的微信公众平台账号和密码要给他免费来一场大作为，后面的结果不言而喻了，我把这个案例拿到这里来用意就很明显了，他的一千粉丝有六百都在全国各省，唯独广东小榄（他的店面所在镇级）的粉丝零零落落的只有三十多个。还有些在其他镇上。我只能把账号密码都还给了他，承认自己无能为力了。
图2—7我就不做太多解释了，和之前的省份分布的道理是一样的。可以借鉴，但要根据企业自身的性质来定，如果您的产品可以辐射到周围，那么这个工具依然是有一定用处的。毕竟每一个城市的消费水平、销售比重是不一样的。
……

Introduction

我现在可以坦白承认了，我这一小半辈子，一直是一个容易上当受骗的笨家伙。在我的记忆和营销生活里，我总是容易被小贩、商户、这样那样的运营者用让我眼花缭乱的营销方式把我当软柿子捏来捏去。也许，这些个商人的动机都不光彩，不外乎是从我本来就不丰满的腰包里刮出一点油水。但这些人都有着一些高超的“骗人”手段，比如：你扫一扫微信二维码，参与现场抽奖。我本来是不会上你当的！看在你给我免费试吃的份上我就扫一扫吧，又不会掉脑袋。呦呵！还抽中了张一百元的代金券！我才不信你咧。我发现我自己是绝对的中国人思维，一百元的代金券老是让我成为这个“骗子”身上两百元产品的购买者。兴许。这是我一贯的傻瓜状态，解释了我为什么被掏走了本不该付出的一百元还傻傻地搭上我的朋友们。我开始研究这样的“骗术”：到底是什么技术让我说了“行”！？
所以我干上了微信营销这一行，开始研究企业微信营销。起初，我都是从一些已经开始微信营销而且骗了我口袋里钱的企业开始研究的，我调查他们每日推送的内容、研发的功能、互动的形式、产品推出的手法。这都是有倾向性的，他们都让我愿意在和朋友喝茶的时候不由自主地把这些微信号推荐给他们。我很高兴我是学营销的，也很高兴我是学心理的，我在这本书里用主人公的形式剖析了这些让我成为软蛋的“骗术”。
我想我这两年专注的研究和参与的一些信息是具有启发意义的。接下来我把语言相对专业化一点吧。
营销是企业的大命脉，而且随着时代的不断发展。营销方式的日益革新，微信营销异军突起。一个企业做好了微信营销，企业的脚步就跟上了时代的步伐；一个企业做不好微信营销，企业就落后于时代。还有人问我：“如果我不做微信营销呢？”那么回答只有一个——您的企业落后于时代、落后于现有的营销手段。
话虽如此，但微信营销做得好坏并不能决定一个企业的兴衰起伏。微信做得好，那么它将起到不可忽视的重要作用。它可以让你从与竞争对手的胶着状态中快速解脱出来，也可以让你在止步不前的营销瓶颈中破茧成蝶。但很多企业在这里犯了憷，所谓微信营销从何下手？做微信营销的人和企业越来越多，起步晚的企业如何追赶？企业微信如何迎合口味不一的消费者？如何利用微信营销抓住消费者从而带动企业销售？甚至很多企业都不知道微信营销为何物！
故此，在这本书里我将会列举许多的证据，都是来自我——在各类精通于让人点头说行、开机扫一扫并点头认同的专家里假冒资深的“容易被骗的软柿子”或是容易冲动消费的90后小青年一的亲身体验。

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