A 咨询服务公司微信营销策略研究
作者姓名 : 陈 喆
导师姓名 : 杜松华
学科（专业）或领域名称 : 工商管理
论文答辩年月: 2021 年 11 月
分类号： 学校代码：11845
UDC：密级： 学 号：2461808205
广东工业大学硕士学位论文
（工商管理硕士）
A 咨询服务公司微信营销策略研究
陈喆
导 师 姓 名 （ 职 称 ） :杜松华 教授
谢凯航 总经理
学科(专业)或领域名称 : 工商管理
学 生 所 属 学 院 : 管理学院
答 辩 委 员 会 主 席 :张德鹏 教授
论 文 答 辩 日 期 : 2021 年 11 月 26 日
A Dissertation Submitted to Guangdong University of Technology
for the Degree’s Master of Business Administration
Research on WeChat Marketing Strategy of A
Consulting Service Company
Candidate: Chen Zhe
Supervisor: Prof. Du Helen S.
November 2021
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520 摘要
摘要
互联网技术在中国的蓬勃发展,让中国经济催生出了“互联网+”的新形态。在“互
联网+”的浪潮下，传统产业开始逐渐与互联网融合，通过优化生产要素、更新业务体
系、重构商业模式等途径来完成经济转型和升级。
作为互联网巨头的“腾讯”，也逐渐开始涉足“互联网+”相关产业，通过对“微
信小程序”的不断迭代，为传统企业的“互联网+”的发展铺平了道路。“微信小程序”
在 B 端上的应用，让咨询服务业企业嗅到了商机，也为他们未来新营销策略—“微信
营销”的进行提供了巨大的可能性。
对于咨询服务业企业涉足“微信营销”，许多企业还是抱有怀疑的态度。“微信营
销”在专业化程度高的咨询服务业，客户的接受程度如何？咨询服务业涉足“微信营
销”能否帮助企业提高其品牌力？咨询服务业涉足“微信营销”能否帮助企业提高其
经营能力？咨询服务业涉足“微信营销”能否帮助企业提高其服务质量？
带着这些疑问，本论文对从事咨询服务业多年的 “A 公司”展开了“微信营销”
营销策略研究,本次研究主要采用了三种研究方法：文献分析法、问卷调查法和案例分
析法。首先，使用文献分析法，搜集和阅读国内外相关文献，结合CIS 理论与全员营
销理论，与新型营销理论，分析出传统咨询服务业进行“微信营销”后可能对企业品
牌建设、服务质量和日常经营产生的影响的理论依据；其次，使用问卷调查法结合访
谈法,编制问卷，了解目标客户对公司使用“微信营销”策略的必要性的认识以及对“微
信营销”的看法，最后通过问卷调查的数据，分析出咨询服务业应用“微信营销”策
略的潜在价值与潜在问题，验证“微信营销”在咨询服务业的适用性。
综上所述，在咨询服务业上面进行“微信营销”策略研究有着重大意义。除了一
定程度上能弥补国内外对咨询服务业“微信营销”策略研究的空白外，笔者更是希望通
过本次研究，为咨询服务业提供一套可行的“微信营销”策略，为未来咨询服务业“互
联网+”发展提供一种新的可能性。
关键词：微信营销；CIS 理论；全员营销；营销策略应用
I 广东工业大学硕士专业学位论文
Abstract
The vigorous development of Internet technology in China has given birth to a new
form of "Internet +" in the Chinese economy. Under the wave of "Internet +", traditional
industries have gradually merged with the Internet, completing economic transformation and
upgrading by optimizing production factors, updating business systems, and reconstructing
business models.
As an Internet giant, "Tencent" has gradually begun to get involved in "Internet+"
related industries. Through continuous iteration of "WeChat Mini Programs", it has paved
the way for the development of "Internet+" for traditional enterprises. The application of the
"WeChat Mini Program" on the B-side has allowed consulting service companies to smell
business opportunities, and it also provides a huge possibility for them to carry out their new
marketing strategy-"WeChat marketing" in the future.
Many companies are still skeptical about consulting service companies; involvement in
"WeChat marketing". How is "WeChat marketing" accepted by customers in the highly
specialized consulting service industry? Can the consulting service industry get involved in
"WeChat marketing" to help companies improve their brand power? Can the consulting
service industry get involved in "WeChat marketing" to help companies improve their
business capabilities? Can the consulting service industry get involved in "WeChat
marketing" to help companies improve their service quality?
With these questions in mind, this thesis carried out a "WeChat marketing" marketing
strategy research on "Company A", which has been engaged in consulting services for many
years. This research mainly uses three research methods: literature analysis, questionnaire
survey and case analysis. First of all, using the literature analysis method, collecting and
reading relevant domestic and foreign literature, combining CIS theory with all-staff
marketing theory, and new marketing theory, it is analyzed that the traditional consulting
service industry’s “WeChat marketing” may affect the company’s brand building, service
quality, and service quality. The theoretical basis for the impact of daily operations; secondly,
II