近年来,互联网和移动互联网经济的爆发式发展,彻底改变了人们对产品和服务营销的认知。在新媒体时代下,任何事物都有可能被作为营销的媒介,而且由此引发的“蝴蝶效应”也难以估量。微信作为新媒体时代主流的营销媒介,与人们的日常生活紧密连接,带来了前所未有的营销和消费体验。因此,根据消费者的网络消费模式的特点,微信营销可做到更加个性化和精细化。 In recent years, the explosive growth of the Internet and the mobile Internet economy has completely changed people’s perception of product and service marketing. Under the new media age, anything may be used as a marketing medium, and the resulting “butterfly effect” is also difficult to measure. As the mainstream marketing medium in the new media era, WeChat is closely connected with people’s daily life, bringing unprecedented marketing and consumer experience. Therefore, according to the characteristics of consumers’ consumption patterns on the Internet, WeChat marketing can be more personalized and refined.