企业微信品牌传播探究

发布时间：2018-03-12 15:06

本文选题：微信　切入点：品牌传播　出处：《苏州大学》2015年硕士论文　论文类型：学位论文

【摘要】：媒介技术的发展速度和革新力度总是超乎人们的想象。自2011年微信出现在大众的视野后,迅速获得了很多网民的青睐,使用率快速攀升,成为了即时通信工具中的领头羊。微信的发展极快,这不但体现在数量增长上,也体现在日常生活的渗透中。这种新型的信息交流、传播工具,不但可以用来抒发个人情感、阐述独到观点,还可以记录新闻事件、宣传企业品牌等。与此同时,微信是当前最为主流的社交软件,其具有诸多方面的特征,其中不但包括时效性、扩散性,还包括精准性等。正是这些特征,使其受到了广泛的推崇,营销上的价值也逐渐显现出来。从当前的情况来看,微信品牌宣传逐渐被企业所采用,但是进行成功的企业品牌形象树立和传播的却并不多,大部分企业都无法找到适合企业本身的传播策略。在微信等营销软件的普及和推广下,以此为基础的营销也有条不紊地开展,初具规模。本文结合当前的传播理论、营销理论及广告理论,试着分析企业利用微信进行品牌传播的现状,通过深入分析微信广告传播策略,针对目前所面临的问题提出了解决对策,对企业的品牌传播给予了相应的建议。本文共包括四个部分:第一部分,梳理了微信营销传播的研究情况,并进行了归纳和总结。第二部分,对微信营销传播相关的理论进行了阐述、整合。第三部分,深入地阐释和辨析了微信传播的重要意义和价值。第四部分,论述了微信传播的方式、途径,在此基础上提出了相关的建议。
[Abstract]:The speed of development and innovation of media technology is always beyond people's imagination. Since WeChat appeared in the public view in 2011, it has quickly won the favor of many netizens, and the utilization rate has risen rapidly. WeChat has become the leader in instant messaging tools. WeChat has developed rapidly, not only in terms of the growth in quantity, but also in the penetration of daily life. This new type of information exchange and dissemination tool can not only be used to express personal feelings. At the same time, WeChat is the most popular social software, which has many characteristics, including timeliness, diffusion, etc. It is these characteristics that make it widely respected, and the value of marketing gradually emerges. From the current situation, WeChat brand propaganda is gradually adopted by enterprises. However, there are not many successful corporate brand images set up and propagated. Most enterprises are unable to find the appropriate communication strategy for the enterprises themselves. Under the popularization and promotion of WeChat and other marketing software, The marketing based on this has also been carried out methodically and has begun to take shape. Based on the current communication theory, marketing theory and advertising theory, this paper tries to analyze the current situation of enterprises using WeChat to carry out brand communication. Through in-depth analysis of the advertising communication strategy of WeChat, the paper puts forward some countermeasures to solve the problems faced by WeChat, and gives corresponding suggestions to the brand communication of enterprises. This paper includes four parts: the first part, Combing the research situation of WeChat marketing communication, summarizing and summarizing the second part, expounding and integrating the theory of WeChat marketing communication. The third part, This paper deeply explains and discriminates the significance and value of WeChat communication. Part 4th discusses the ways and means of WeChat communication and puts forward some relevant suggestions.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;G206-F

【共引文献】