浅析 Clarks 女鞋旗舰店公众号线上推广策略
摘要：二十一世纪以来，我国经济开始进入迅速增长期发展并逐步稳定。并且信息技术在不断的变革。
微信公众号平台由于拥有着微信其庞大的用户群体，探索出了一种新的并且不断成熟的商业变现方式。能
够快速并且充分地满足品牌对内容营销的要求，因此成为了各个商家的争利的重要平台之一。与此同时，
中国的女鞋企业在大环境的支撑下也在迅猛发展，世界鞋业的制造中心开始往中国转移。随着不断的发展，
原材料，人工，加工等各个方面的成本日益攀升，市场的竞争逐渐激烈。这种大环境下，女鞋企业的存在
环境日益严峻。因此，在这种大环境下。女鞋企业需根据企业现状况制定合适企业发展的战略，这样才能
够在市场有自己的一席之地。本文将以 Clarks 女鞋旗舰店的微信公众号为例，结合其内容，运营方式以及
策略等研究其公众号线上推广策略。指出女鞋企业所面临的挑战，以及该公众号策略存在的问题，并根据
问题提出相对应解决方案。
关键词：女鞋；微信公众号；线上推广；微信营销
Analysis of promotion strategy for Clarks women's
flagship store official account line
Abstract: Since the twenty-one St Century, China's economy has entered a period of rapid growth and gradually
stabilized. And information technology is constantly changing. With its huge user base, the WECHAT public
account platform has explored a new and increasingly mature way of commercial monetization. Can quickly and
fully meet the brand of content marketing requirements, it has become an important platform for various businesses to compete for profits. At the same time, China's women's shoe enterprises in the environment under
the support of rapid development, the world's shoe manufacturing center began to shift to China. With the
continuous development, raw materials, labor, processing and other aspects of rising costs, the market competition
is gradually fierce. Under this kind of big environment, the existence environment of female shoe enterprise is
increasingly stern. So, in this environment. Women's shoe enterprises need to formulate a suitable enterprise development strategy according to the enterprise's current situation, so as to be able to have its own place in the market. This article will take the wechat public account of Clarks female shoe flagship store as an example to
study the promotion strategy of its public account online. This paper points out the challenges faced by women's
shoe enterprises and the problems existing in this strategy, and puts forward corresponding solutions according to
the problems. Keywords：Women's shoes;wechat public account;Online promotion;wechat marketing. 一、绪论
（一）研究背景
二十一世纪以来，我国开始进入了信息时代，科技不断的进步和发展，人们
的生活开始被移动网络所改变。自 2011 年 1 月 21 日腾讯公司推出微信以来，微
信开始进入大家的视野，被大众熟知并广泛运用。截止至 2021 年 1 月 19 日，微
信每天大概有 11 亿用户打开并使用，大概有 4 亿的用户阅读公众号文章。基于
这种现像，以微信为媒介的微信公众号成为许多企业、品牌和个人用户首选的媒介平台之一。大数据显示，如今的微信公众号的注册使用数量已经与远远地超过
2000 万个。随着用户不断增多，从事该项工作的人员也日益增长，品牌之间的
新媒体营销竞争在微信公众平台上悄然拉开，因此，微信公众号产生地收益也是
可观的。
微信公众号地发展越来越全面，技术也在不断地革新，功能变得越来越丰富，
逐渐趋于完善，提供了越来越便捷以及智能化的服务，可以满足不同用户的需求。
当前情况，微信公众号已经变成现代社会一种很重要的营销方式，在将来的一小
段时间里也是各大品牌的重要营销根据地.
目 录
摘要、关键词................................................................................................................1
一、绪论........................................................................................................................1
（一）研究背景.....................................................................................................1
（二）研究目的及方法.........................................................................................3
二、女鞋企业及 Clarks 旗舰店发展现状的分析......................................................3
（一）女鞋企业的发展及其女鞋企业目前所面临的问题.................................3
1.经济环境分析..............................................................................................3
2.居民收入水平..............................................................................................3
3.女鞋企业面临的问题..................................................................................3
（二） Clarks 旗舰店的简介、发展现状及其面临的问题.......................... 4
1.品牌介绍......................................................................................................4
2.Clarks 旗舰店发展现状及所面临的问题.................................................4
三、Clarks 女鞋旗舰店微信公众线上推广策略现状分析.......................................4
（一）微信线上推广的发展前景及其面临问题........................................................4
1.发展前景......................................................................................................5
2.面临的问题..................................................................................................5
（二）Clarks 女鞋旗舰店微信公众号营销策略现状...............................................5
（三）Clarks 女鞋旗舰店微信公众号线上推广的内容、效果、排版等...............5
四、Clarks 女鞋旗舰店线上推广策略存在的问题...................................................7
（一）公众号营销策略上存在的问题........................................................................7
（二）公众号内容质量问题........................................................................................8
（三）互动机制不健全................................................................................................8
五、解决方法................................................................................................................9
（一）针对女鞋企业发展所面临的情况提出建议....................................................9
1.从品牌角度..................................................................................................9
2.从价格角度................................................................................................10
（二）定时定量推送内容，提高内容质量，调整内容迎合受众口味..................11
（二）制作深度内容，大力发展潜在客户..............................................................11
1.言简意赅的标题........................................................................................11
2.制定合适的短视频....................................................................................11
3.关注用户的评论、留言............................................................................12
4.重视互动区建设........................................................................................12
六、结束语..................................................................................................................12
参考文献......................................................................................................................13
