摘    要：提起新媒体，第一时间想到的两大平台即微信和微博。现如今虽有今日头条，知乎，甚至许多直播类app的迅速崛起，但是微信和微博仍是移动端新媒体的主流。从事微信公众号运营的人都有着对“10万+”的追求，而这巨大流量的背后不仅仅是对标题和内容的考验，还有着对粉丝量的要求。因此盲目追求阅读量，也导致一些微信公众号为博眼球而沦为标题党，更有甚者开始传播谣言及一些有违社会主义价值观的内容。本文针对上述情况，主要从微信公众号增粉，微信公众号提升阅读量及流量变现等方面，将研究对象列为以原创内容为主的高质量微信公众号，对微信公众号营销领域展开研究。采用文献研究法、经验总结法、问卷调查法等研究方法，通过对微信公众号粉丝的数据调查，结合实际情况，深入挖掘各因素对用户参与微信公众号营销意愿的潜在影响，进而帮助微信公众号进一步明确消费者需求，更有针对性地改善微信公众号营销活动。

Abstract：When it comes to new media, wechat and weibo are top of mind. Although , recently Today’s headline , Commando, even many live broadcast apps developed fast, wechat and weibo are still the main stream of mobile new media. The people who are working for wechat public account all have a dream that the number of readers have reached one hundred thousand. However behind the massive traffic, are not only the trial for the title or content, but also the test for the number of followers. Thus, blindly chasing high targets caused many wechat public accounts became title party in order to get followers’ attention. Besides, even some make substance against socialist values or gossip rumors. This article will pursue research in these aspects: how to increase the number of followers of wechat public accounts, how to improve the pageviews and how to make the traffic become cash, and our research objects are high-quality original wechat public accounts. Using documentary research, questionnaires method and lessons learned approach etc methods, basing on the survey of wechat public accounts’ data, and combined with the actual situation, deeply excavating the potential influence of users' participation in the marketing will of WeChat public accounts, and then help these wechet public accounts further define followers’ needs, so that they can improve the marketing activities.

关键词：：微信营销；引流；粉丝数量；增粉；

Keyword: wechat marketing； generating traffic； the number of followers； increase followers

目    录

1.引言 5

1.1选题背景 5

1.2研究目标和意义 5

1.3研究内容和方法 6

1.4研究创新点 6

1.5研究技术方案 7

1.6国内外研究现状 7

2.微信公众号营销现状 8

2.1 微信公众号分类 8

2.1.1按性质划分 8

2.1.2 按内容划分 8

2.1.3 按形式划分 8

2.2 微信公众号现增粉手段 9

2.2.1线下扫码9

2.2.2线上活动增粉9

2.2.3广点通9

2.2.4文案互推9

2.3微信公众号现变现方式 9

2.3.1推送广告9

2.3.2出售账号主体9

2.3.3发展自有品牌9

3. 微信公众号营销的特点10

3.1影响微信公众号传播热度因素10

3.1.1公众号热度与文章推送频率11

3.1.2公众号热度与文章推送时间11

3.1.3公众号热度与文章标题11

3.2微信公众号营销的优势11

3.2.1信息送达率极高11

3.2.2用户接受度较高12

3.2.3投放精准度较高12

3.2.4推广便利12

3.2.5真实性更高12

3.3微信公众号营销存在的弊端12

3.3.1违规风险较大12

3.3.2信息繁杂，用户流失13

3.3.3市场竞争激烈，同质化现象严重 13

4.研究设计与数据搜集 13

4.1 微信公众号用户需求特点分析 13