电商背景下企业微信营销策略研究

Research on the Marketing Strategies of Enterprise WeChat in the Context of E-Commerce

摘要: 随着电子商务的快速发展，企业微信凭借其社交属性与用户基础，逐渐成为企业数字化营销的重要工具。本文基于社会网络理论，分析电子商务背景下企业微信营销策略。研究发现，企业微信通过差异化运营强、弱关系网络实现用户价值分层，利用结构洞理论连接异质化群体以获取信息优势，并通过信任资本、关系资本与结构资本的动态转化实现社会资本增值。企业微信营销的本质是数字化转型中社会网络关系的资源化重构。

Abstract: With the rapid advancement of e-commerce, Enterprise WeChat, leveraging its social characteristics and extensive user base, has increasingly emerged as a crucial instrument for enterprises’ digital marketing endeavors. This paper, grounded in social network theory, delves into the marketing strategies of Enterprise WeChat within the e-commerce context. The research reveals that Enterprise WeChat accomplishes the stratification of user value by implementing differentiated operations on strong and weak relationship networks. It capitalizes on the structural hole theory to bridge heterogeneous groups, thereby gaining an information edge, and realizes the increment of social capital through the dynamic conversion among trust capital, relational capital, and structural capital. Essentially, the marketing of Enterprise WeChat represents the resource-oriented reconstruction of social network relationships in the process of digital transformation.