摘 要

智能手机和移动互联网的普及改变了人们的生活方式和消费方式，支付宝和微信作为这一时代的必然产物，因其真实性、即时性、便捷性、互动性、参与性等特点获得了数量庞大的用户群体，并逐渐发展成为当今时代极为重要的营销工具。各大小商家也逐渐意识到利用支付宝和微信进行营销的潜藏价值，使支付宝和微信成为营销领域的新宠儿。

支付宝最初作为一款第三方支付软件，经过十多年的发展，功能越来越多样化，如今已成为一个集社交通讯、商品交易、亲情账户、群体支付等诸多功能为一体的全方位平台，具有简单、快捷、安全的特点，这也决定了支付宝的主要营销模式是服务营销——以服务为核心的营销，服务种类涉及到了用户生活的方方面面，为用户提供了极大便利。但在发展过程中，交易安全问题、品牌形象问题等局限性也逐渐显露出来，成为亟待解决的障碍。

微信从2011年诞生至今，经过不断的版本升级，发展成为当下最受欢迎的即时通讯软件，具有即时性、高互动性、娱乐性和综合性。微信公众平台和强大的地理位置定位功能为微信的精准营销提高了突破口，使营销信息的传播具有针对性，提高了营销效果。此外，微信朋友圈作为一个“熟人圈”，不仅为用户提供了一个自我展示和了解好友动态的途径，也为口碑营销提供了良好的平台，有利于迅速拓展新用户。但也存在着营销信息传播上的局限性、微商体系不健全、推送的内容同质化等不足，这些问题如果不能很好的解决势必会影响微信营销的营销效果。

总的来说，通过支付宝和微信进行营销在很大程度上推动了电子商务的发展，使电子商务更贴近日常生活，只是目前支付宝营销和微信营销尚处于探索阶段，还没有完全成熟，其发展潜力是巨大的。根据它们各自的问题，本人提出了始终把产品质量放在首位、以感性诉求方式提高广告传播价值、合理推送营销信息、创新营销服务等发展建议，希望能对企业更好地利用支付宝和微信进行营销具有借鉴意义。

关键词：支付宝；微信；营销模式；营销传播

Abstract

The popularity of smart mobile phone and mobile Internet has brought great change into people's lifestyles and consumption patterns, Alipay and WeChat as the inevitable outcome of this period, because of its reality, timeliness, convenience, interactivity and participation features obtained a large number of user groups, and gradually developed into the era of extremely important marketing tools. Many businesses also gradually realize marketing using Alipay and WeChat's potential value. So Alipay and WeChat become the new darling of the marketing field.

Alipay initially as a third party payment software, after 10 years of development, its function is more and more diversified. It has become a set of social communication, commodity transaction, family accounts, groups payment and many other functions for the range of integrated platform, which is simple, fast and safe. It also determines the Alipay main marketing mode is the service marketing, marketing to serve as the core. And the types of services related to the user in all aspects of life, provides a great convenience for the user. But in the process of development, transaction security problems, the limitations of the brand image problem also gradually revealed, has become an urgent obstacles.

WeChat was born in 2011, has been upgraded to become the most popular instant messaging software, with real-time, highly interactive, entertaining and comprehensive. WeChat public platform and a powerful location for the positioning of WeChat's precision marketing to improve the breakthrough, is the dissemination of marketing information targeted, improve marketing effectiveness. In addition, the micro channel circle of friends as a "circle of acquaintances", not only for the user provides a self presentation and a way to understand the dynamics of friends, but also provides a good platform for word-of-mouth marketing, is conducive to the rapid expansion of new users. But there are also limitations of marketing information dissemination, micro business system is not perfect, push the content of homogenization and other issues, these problems if not a good solution is bound to affect the marketing effectiveness of WeChat marketing.

In general, marketing to promote the development of e-commerce to a great extent by Alipay and WeChat, make e-commerce more close to daily life, but now Alipay and WeChat marketing marketing is still in the exploratory stage, has not yet fully mature, the development potential is huge. According to their own problems,I also put forward some development proposals, such as to give top priority to product quality, to improve the value of advertising communication in the way of emotional appeal, to push reasonable marketing information, to innovative marketing services and so on. I hope these proposals will have reference the significance of marketing for the enterprises to make better use of Alipay and WeChat.

Key words: Alipay; WeChat; marketing mode; marketing communications

目录

摘要 Ⅰ

Abstract Ⅱ

第一章 绪论 1

1.1 研究背景和意义 1

1.1.1 研究背景 1

1.1.2 研究意义 1

1.2 国内外研究现状 2

1.2.1 国内研究现状 2

1.2.2 国外研究现状 2

1.3 研究内容和方法 3

1.3.1 研究内容 3

1.3.2 研究方法 3

1.4 研究创新点 4

第二章 相关概念阐述 5

2.1 社会化媒体营销 5

2.1.1 社会化媒体定义 5

2.1.2 社会化媒体营销概念 5

2.2 支付宝概述 6

2.2.1 支付宝的发展历程 6

2.2.2 支付宝的基本功能 6

2.2.3 支付宝的特点 7

2.3 微信概述 7

2.3.1 微信的发展历程 7

2.3.2 微信的基本功能 8

2.3.3 微信的特点 9

第三章 支付宝和微信营销模式比较分析 10

3.1 营销模式的比较 10

3.1.1 支付宝的营销模式 10

3.1.2 微信的营销模式 11

3.2 营销优势的比较 12

3.2.1 支付宝的营销优势 12

3.2.2 微信的营销优势 12

3.3 支付宝营销和微信营销各自的局限性 13

3.3.1 支付宝营销的局限性 13

3.3.2 微信营销的局限性 13

3.4 吸引用户资源途径的比较 14

3.4.1 支付宝吸引用户资源的途径 14

3.4.2 微信吸引用户资源的途径 14

第四章 新媒体营销的发展前景及发展建议 15

4.1 发展前景 15

4.2 发展建议 15

结论 17

参考文献 18

致谢 19

第一章 绪论

1.1 研究背景和意义

1.1.1 研究背景

科学技术日新月异的发展推动了新媒体经济的迅速繁荣，移动互联网时代的到来更是颠覆了网民在传统互联网时代中使用台式电脑和笔记本电脑的习惯，同时也大大改变了信息的接收与传播途径。在如今这个时代，移动即时通讯产品和支付产品的普及给人们的日常生活和人际交往带来了极大的便利，并以一种崭新的面貌和惊人的速度发展成为一个前景广阔的新兴产业，其方便、快捷的特点深受人们青睐，也因此蕴藏着极具前景的商业价值。

近些年来，以移动互联网为依托的新媒体软件兴起，为传统的市场营销注入了新鲜血脉。随着生活水平的提高和生活方式的转变，消费者越来越关注自我，强调个性化服务以及精神层面的需求，而新媒体软件恰好为用户提供了一个自由表达、自我展示的平台，尤其以腾讯打造的微信和阿里旗下的支付宝为代表，二者因其背后资本实力雄厚的集团支撑、良好的用户体验以及优秀的营销推广而迅速成为众人追捧的商业推广平台和网络传播媒介，并逐渐发展成为集社交、通讯、购物、支付、娱乐等为一体的综合性平台，拥有着极高的商业价值和广阔的市场前景。

1.1.2 研究意义