微信品牌传播研究

发布时间：2018-06-22 22:53

本文选题：微信 + 品牌传播　；参考：《华中科技大学》2015年硕士论文

【摘要】：互联网科技发展日新月异,作为一款通讯软件,微信在移动互联网大潮中异军突起,成为国内用户量最大的移动社交应用。从2011年底推出至今,微信全球月活跃用户已超过5亿。从最初的语音通讯功能,到之后的朋友圈、公众账号、微信支付,微信开始围绕社交打造一个完整的移动互联网生态,介入人们生活的方方面面,影响人们的社交沟通、信息获取和线下生活。作为一个如此强势的互联网产品,微信在人们使用、传播的过程中也在形成其品牌形象和品牌价值。在此背景下,本文将以微信为研究对象,研究其品牌传播。本文结合市场学和品牌传播理论,以品牌整合传播理论和整合营销传播理论作为理论基础,分析微信的品牌传播。在内容的构成上,第一部分为绪论,对研究背景进行了介绍。第二部分为研究的理论综述。第三部分主要立足品牌传播理论,搭建了微信品牌传播模型,并从模型的五个构成要素,即:传播者、传播渠道、传播方式、受众、效果反馈上详细分析了微信品牌传播模型的组成。第四部分为本文的主要部分,主要介绍了微信在品牌传播中的策略和实践。最后,本文基于以上研究基础上,总结了微信品牌传播的成功之处,并对国内其他互联网产品的品牌传播前景进行了展望。本文的创新之处在于,将微信这一虚拟的互联网产品作为研究对象,将品牌传播领域的研究扩展到虚拟产品,扩展了品牌传播外延,同时深入分析微信品牌传播的整体实施过程,以期能为国内互联网产品的品牌传播提供借鉴。
[Abstract]:With the rapid development of Internet technology, as a communication software, WeChat has become the largest mobile social application in China. Since the launch of WeChat at the end of 2011, WeChat has more than 500 million monthly active users. From the original voice communication function to the later circle of friends, public accounts, WeChat Pay, WeChat began to build a complete mobile Internet ecosystem around social networking, intervening in all aspects of people's lives, and affecting people's social communication. Access to information and offline life. As such a powerful Internet product, WeChat is also forming its brand image and brand value in the process of people's use and dissemination. Under this background, this article will take WeChat as the research object, studies its brand dissemination. Based on the theories of marketing and brand communication, this paper analyzes the brand communication of WeChat based on the theory of integrated brand communication and integrated marketing communication. In the content composition, the first part is the introduction, has carried on the introduction to the research background. The second part is the theoretical summary of the research. The third part mainly based on the brand communication theory, built the WeChat brand communication model, and from the five elements of the model, namely: communicator, communication channel, communication mode, audience. Effect feedback on the detailed analysis of WeChat brand communication model composition. The fourth part is the main part of this paper, mainly introduces the strategy and practice of WeChat in brand communication. Finally, based on the above research, this paper summarizes the success of WeChat brand communication, and prospects for brand communication of other domestic Internet products. The innovation of this paper lies in taking WeChat, a virtual Internet product, as the research object, and extending the research in the field of brand communication to virtual products, thus extending the extension of brand communication. At the same time, the whole implementation process of WeChat brand communication is analyzed in order to provide reference for brand communication of domestic internet products.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

【相似文献】