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微信红包如今成为“全民运动”。本文对“微信红包”产品定位、功能定位进行分析,找出其支撑理论,以帮助啤酒企业开展微信营销实践。一、“微信红包”营销方法(一)产品定位与传统红包和微博等线上红包相比,微信红包有自身的特点。1.与线下红包相比线下生活中的人们互相赠送的红包即是传统红包。传收方式采用的是面对面;从本身属性来看,纸质红包内装有钱币;从红包金额
WeChat red envelopes now become “National Sports ”. This article analyzes the product positioning and function positioning of “WeChat Red Packet ”, and finds out its supporting theory to help the beer enterprises carry out the WeChat marketing practice. First, “WeChat red envelope ” marketing methods (A) product positioning Compared with the traditional red envelopes and Weibo online red envelopes, WeChat red envelopes have their own characteristics. 1. Compared with offline red envelopes offline life people donated red envelopes that are traditional red envelopes. Receiving method is used face to face; from its own point of view, paper red envelopes with coins; from the red envelope amount