摘 要
移动互联网时代，所有人都在感叹：微信、微博的影响力真的是“微”力无边、
商机无限！据悉，目前新浪微博注册用户达 5 亿多；日均活跃用户数 5400 万；平
均毎日发送量近亿。而个人微信国内注册用户超 8 亿，300 万家企业加入腾讯公众
微信平台，其中有 100 多家百万级听众数量的企业；而
目前企业或个人通过微信公众号做营销面临 4 大瓶颈：一、对微信了解甚少。

很多企业现在开通了微信公众平台，个人微信，但能把微信最大利益化的企业少
之又少，如后台的一些基本功能，自定义回复，自定义菜单，群发消息等功能了
解很少，导致公司运营策略不正确。二、对微信推广无法，巧妇难为无米之炊，
若你没有粉丝内容做得再好也不利于传播，鲜有人知，也就没有人帮你传播。也
就无从谈知名度。三、技术水平欠佳，若找一个外包团队，做微网站、微商城这
件事，花少许钱根据你的需求就能解决微信传播带来的问题。四、企业没有盈利。

建立销售鱼塘(微信公众平台)、抓潜、成交、追销、成就系统化商业模式，这是微
信营销想要成功的必经之路，我们不能忽视任何一个步骤，只有把握运营好每一
个步骤，我们才有机会获得更大的成功。

玫琳凯（中国）作为一个拥有 51 年发展的化妆品公司如何与时俱进，建立自
己的微信平台。利用微信平台寻找顾客，进行销售。让微信这个平台成为企业销
售的鱼塘，是本文研究的重点。文中介绍了玫琳凯公司的历程，现有营销模式、
营销环境、微信公众账号、微信订阅号、以及存在的问题，并针对这些问题用一
个促销产品的实例提出了解决的方案。希望通过本文能够为玫琳凯（中国）今后
的市场开发开拓一个新的途径，推动玫琳凯（中国）的发展和进步。

关键词：玫琳凯，微信，营销，策略

II
Marykay (Chinese) improved Micro message
marketing strategy
Abstract
In an era of Internet, everybody believes that the influence of Wechat and
Microblog is tremendous, and there are endless business opportunities in the Internet.
Nowadays, there are over 800 million registered personal users in China, and more than
300 enterprises have joined the public platform of Wechat, more than 100 of which have
already had over 1 million audience. Meanwhile, there are nearly 500 million registered
users in Sina Microblog, including 54 million daily active users. And nearly 100 million
messages are sent every day.
At present, there are 4 disadvantages for personal users and enterprises that use the
public platform of Wechat: Firstly, they are not familiar with the functions of Wechat.
Many enterprises begin to use the public platform of Wechat and the personal Wechat,
but most of them couldn’t make full use of Wechat. The functions of Wechat such as the
custom reply, the custom menu, mass texting couldn’t be used fully, which leads to the
improper marketing strategy. Secondly, some enterprises couldn’t promote their Wechat
effectively even if they have great products. Less fans, less reputation. Thirdly, to some
enterprises, poor technical level on Wechat leads to poor Wechat communication. If
those enterprises could employ some experienced teams to set up micro-websites and
micro-mall for them, the problem could be solved successfully. In addition, the
enterprises couldn’t make profits effectively. All the enterprises should set up the public
platform of Wechat, grasp the potentials, trade and so on. By this means, a systematic
business mode can take shape, which is a necessary road to success for all the
enterprises. We must grasp every step and we couldn’t neglect any detail. Only in this
way can we make more achievements.
Mary kay (China) is a cosmetics company with 51-year history. How to keep pace
with the times and set up its own Wechat platform, how to use the platform to look for
customers and make sales, and how to make Wechat the enterprises the sales platform,III
are the points of the paper. The paper introduces the history of Mary kay (China), its
existing marketing model, its marketing environment, its Wechat public account, its
Wechat subscription account, its existing problems as well as the solution. By the
strategies, Mary kay (China) will explore a new way for its future market development
as well as its own development and progress.
Keywords: Mary kay; Wechat; marketing; strategy