京东商城微信品牌传播研究

发布时间：2018-08-28 14:00

【摘要】：自媒体的出现,改变了人们获取信息的方式,在这个“人人都发声”的时代,微博与微信越来越受到人们的关注,微信作为一种全新的自媒体形态,自2011年问世以来,用户数量已达到6亿人次,它已经从一个单纯的即时聊天软件变成了一个商机无限的营销平台,许多企业纷纷利用它构建自己的品牌战略。京东商城是最早利用微信平台进行品牌传播的企业之一,2013年,京东商城公众平台开始运营,2014年6月,京东商城与腾讯达成了战略合作,微信向京东商城开放一级入口,与以往企业只能通过微信二级入口进行品牌传播相比,无疑占得了先机。微信平台天生就是一个品牌传播的“黄金战场”,它拥有高达6亿人次的固定用户群,拥有多样化的信息传播方式,微信平台的用户交互性以及用户粘性都很强,这些得天独厚的优势导致它势必会成为京东商城品牌传播的媒介主战场。微信是一个不断更新的自媒体平台,其功能从最初的微信公众平台、朋友圈、“附近的人”,到如今微信红包、微信商城、微信支付等新功能的问世,导致了京东商城微信品牌传播模式的易变性。“完全精准化”传播模式和口碑传播模式是常见的品牌传播模式,由于微信版本更新迅速,在短期内会出现一些新的传播模式:如京东微信商城体验式传播、个性化传播、立体传播等,京东商城在不同时期选择适合自身的品牌传播模式也是品牌传播的关键。2013年2月,京东微信公众平台首次向用户推送信息,这是京东商城最早的微信品牌传播策略。如今,京东商城微信品牌播的策略多种多样,最常见策略包括:人性化服务、优质化的信息传播内容、合理化的信息推送频率、创新性互动策略、日常化优惠券派发等。目前,京东商城微信品牌传播存在着两个方面的问题:一是微信平台自身存在着用户账号缺乏安全性保障、碎片化传播、用户接受信息片面性等缺点,会影响品牌传播的实效;二是京东商城品牌传播的体系还不够成熟,难以形成一套完整的品牌传播模式等。通过对京东商城微信品牌传播问题的分析,提出了解决这些问题的相应对策:即合理构建微信品牌圈、强化互动体验、构建反馈数据库、加强用户分享理念和运行策略,并借此希望对其他企业的品牌传播有所帮助。
[Abstract]:Since the emergence of the media, people have changed the way people obtain information. In this era of "everyone speaking out", Weibo and WeChat have attracted more and more attention. WeChat, as a completely new form of self-media, has been published since its inception in 2011. The number of users has reached 600 million, it has changed from a simple instant chat software to a marketing platform with unlimited business opportunities, many companies have used it to build their own brand strategy. JingDong Mall was one of the first enterprises to use the WeChat platform to spread its brand. In 2013, the public platform of JingDong Mall began to operate. In June 2014, JingDong Mall reached a strategic cooperation with Tencent, and WeChat opened a level 1 entrance to JingDong Mall. With the past enterprises can only pass WeChat second-level entrance brand communication, no doubt take the lead. WeChat platform is by nature a "golden battleground" for brand communication. It has a fixed user base of up to 600 million people, a variety of information dissemination methods, and the user interaction and user stickiness of the WeChat platform are very strong. These unique advantages will inevitably become JingDong Mall brand communication media battlefield. WeChat is a constantly updated self-media platform, with features ranging from the original WeChat public platform, circle of friends, "people in the neighborhood" to the advent of new features such as WeChat red packet, WeChat Mall, WeChat Pay, etc. Led to JingDong Mall WeChat brand communication mode of variability. "completely accurate" communication mode and word-of-mouth communication mode are common brand communication modes. Due to the rapid updating of WeChat version, there will be some new communication modes in the short term: for example, JingDong WeChat Mall experiential communication, individualized communication, Among other things, JingDong Mall has chosen its own brand communication mode at different times. In February 2013, JingDong WeChat sent information to users for the first time. This is JingDong Mall's earliest WeChat brand communication strategy. Nowadays, JingDong Mall's WeChat brand broadcasting strategies vary, the most common strategies include: humanized services, quality of information dissemination content, rationalized information push frequency, innovative interactive strategy, daily distribution of coupons, and so on. At present, there are two problems in the brand communication of JingDong Mall. One is that the WeChat platform itself has some shortcomings, such as the lack of security guarantee for the user account, the fragmented communication, the one-sidedness of the information received by the users, and so on, which will affect the effectiveness of the brand communication. Second, JingDong Mall brand communication system is not mature enough to form a complete brand communication model. Based on the analysis of the brand communication problems in JingDong Mall, this paper puts forward the corresponding countermeasures to solve these problems: to rationally construct the WeChat brand circle, to strengthen the interactive experience, to build the feedback database, and to strengthen the user sharing idea and operation strategy. And with this hope to other enterprises to help spread the brand.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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