社会学视角下的微信营销研究

发布时间：2018-06-02 16:25

本文选题：微信 + 营销　；参考：《长春工业大学》2017年硕士论文

【摘要】：微信自2011年腾讯推出运营以来,很快风靡运营网络OTT行业并成为业内领跑者。微信作为当下流行的网络社交软件,它并不直接面对运营商去提供社交娱乐服务功能,而是直面受众群体实现一系列多元化的媒介、社交、生活娱乐功能,如通过发送文字、语音、图片、动画表情等来提供多向聊天、沟通的社交功能。截至目前已成功突破6亿用户量,问鼎世界最大社交应用软件之一。基于微信成为人们耳熟能详的社交应用软件,本文此次研究课题主要以社会视角下的微信营销为主,通过问卷调查分析法对人际关系与营销策略展开分析。我们知道,通过微信建立起来的社交网络大多是基于现实生活之中已有的人际网络构建而成,所以微信营销久而久之被贯以熟人社交圈的营销烙印;在这种熟人社区中,人际关系的拓扑会通过情感、亲密度等不断强化。但不可否认的是微信自运营以来,微信营销的火热时期也逐渐趋于当下的理性过渡阶段,故而微信营销建立起来的营销关系也必然与交往文化产生作用影响。本文以此为基础,结合社会学视角通过微信用户的使用情况展开调查分析,对微信营销及其发展进行了研究总结,指出微信营销的一般策略,同时给出微信消费风险规律和对策。
[Abstract]:WeChat, which launched Tencent in 2011, quickly became a leader in running the online OTT industry. WeChat, as a popular social network software, does not directly face the operators to provide social entertainment services, but directly faces the audience to achieve a range of media, social, life entertainment functions, such as by sending text, Voice, picture, animation, etc., to provide multi-directional chat, communication and social functions. So far has successfully exceeded 600 million users, one of the world's largest social application software. Based on WeChat, WeChat has become a familiar social application software. This paper mainly focuses on WeChat marketing from a social perspective, and analyzes interpersonal relationships and marketing strategies through questionnaire analysis. We know that most of the social networks built through WeChat are based on existing networks in real life, so WeChat marketing has long been branded as the marketing of acquaintances; in this community of acquaintances, The topology of human relationships is constantly reinforced by emotion, intimacy, etc. But it is undeniable that since the operation of WeChat, the hot period of WeChat marketing has gradually tended to the current stage of rational transition, so the marketing relationship established by WeChat marketing is bound to have an impact on communication culture. On the basis of this, combined with the sociological perspective, through the investigation and analysis of the use of WeChat users, this paper makes a research and summary of WeChat marketing and its development, and points out the general strategy of WeChat marketing. At the same time, the law and countermeasures of WeChat consumption risk are given.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C913.4;C912.1

【相似文献】