B2C电商官方微博与微信公众号传播机制比较研究

发布时间：2018-02-10 05:56

本文关键词： B2C电商官方微博微信公众号传播机制比较研究　出处：《西南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着移动互联技术的不断发展,自媒体逐渐成为传统媒体之外的又一种新媒体形态,微博与微信便是其中的佼佼者,微博与微信不仅为个人交往提供便利快捷的平台,也为企业打造了更加专业的传播平台,即官方微博与微信公众号。B2C电商依附移动互联的网络环境应运而生,是新兴网络环境的产物,因此越来越多的B2C电商选择充分利用官方微博和微信公众号,进行传播企业文化、增进用户联系,增强用户的黏性,增强用户对B2C电商品牌的忠诚度。B2C电商对官方微博和微信公众号的使用不仅是对自媒体传播手段的探索和延伸,更体现了自媒体在信息传播、新闻发布、媒介交互等以外的营销价值。这是自媒体区别于传统媒体的又一重要特性,即它不仅作为一种社会化媒体存在,更是一种依托于新媒体技术和无线互联运用的新型营销手段,甚至会成为网络营销的主流形式。本文立足于新媒体传播,集中比较分析了官方微博与微信公众号在B2C电商传播中的传播模式、传播效果和传播特性等,以天猫、国美等B2C电子商务为样本,对官方微博和微信公众号的传播机制进行了比较分析研究,并根据B2C电商官方微博和微信公众号存在的问题有针对性的提出了建设性的解决对策。全文总共分为四个章节内容。第一部分主要对相关概念进行界定,同时对官方微博和微信公众号的基本内容和使用状况进行了概括；第二部分在运用内容分析法、个案分析法等对二者传播主体、传播内容、传播模式、用户等要素进行分析的基础上,全面比较分析了两者传播机制的不同；第三部分通过要素的比较,运用文献研究法以“沉默的螺旋”、“媒介情境论”“网络围观”等理论知识对二者的传播机制比较结果做了较为学理的分析；第四部分在上文对B2C电商官方微博与微信公众号优势与不足比较的基础上,就如何优化两大自媒体的传播存在的问题针对性做了几点建设性的建议,通过在明确自我定位、优化传播内容、增加用户黏度等B2C电商值得重视的方面进行提升,以打造电商微信营销的最佳实践。
[Abstract]:With the continuous development of mobile interconnection technology, media has gradually become another new media form besides traditional media. Weibo and WeChat are the best among them. Weibo and WeChat not only provide a convenient and quick platform for personal communication. It has also created a more professional communication platform for enterprises, that is, the network environment where the official Weibo and the WeChat Official account .B2C ecommerce depend on mobile interconnection, which is the product of the emerging network environment. Therefore, more and more B2C e-commerce merchants choose to make full use of the official Weibo and the WeChat Official account to spread the corporate culture, enhance user contacts, and enhance the user's stickiness. To enhance the loyalty of users to the B2C brand of electronic goods. The use of the official Weibo and the WeChat Official account by the e-commerce merchants is not only an exploration and extension of the means of self-media communication, but also reflects the self-media in the dissemination of information and news releases. This is another important characteristic that distinguishes the media from the traditional media, that is, it exists not only as a social media, but also as a new marketing method based on the new media technology and wireless interconnection. It will even become the mainstream form of network marketing. Based on the new media communication, this paper focuses on the comparison and analysis of the communication mode, communication effect and communication characteristics of the official Weibo and the WeChat Official account in the B2C e-commerce communication. Gome and other B2C e-commerce as a sample, the official Weibo and the WeChat Official account transmission mechanism has been comparative analysis and research. And according to the problems of B2C e-commerce official Weibo and the WeChat Official account, the author puts forward some constructive countermeasures. The whole paper is divided into four chapters. The first part mainly defines the related concepts. At the same time, it summarizes the basic content and usage of official Weibo and Official account. The second part uses content analysis method and case analysis method to analyze the main body, content and mode of communication between them. On the basis of the analysis of users and other elements, the paper makes a comprehensive comparison and analysis of the difference between the two communication mechanisms. With the theory of "spiral of silence", "media situational theory" and "network view", this paper makes a theoretical analysis of the comparative results of the communication mechanism between the two. In the 4th part, on the basis of comparing the advantages and disadvantages of Weibo, the official official of B2C e-commerce business, with the advantage and disadvantage of the WeChat Official account, this paper makes several constructive suggestions on how to optimize the communication problems of the two major self-media, and makes some constructive suggestions on how to make clear the self-orientation. Optimize the content, increase user viscosity and other aspects of B2C e-commerce worthy of attention to promote, in order to build the best practice of e-commerce WeChat marketing.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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