微信的广告研究

发布时间：2018-01-12 15:28

本文关键词：微信的广告研究　出处：《重庆工商大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随着科技的进步和社会交往的扩大,对新媒体的需求展现出了强劲的趋势。尤其是在移动应用通讯产品出现之后,传统媒体的垄断格局被打破,学术界对新媒体的研究越来越广泛和深入。微信作为最新的移动应用产品,它功能强大,应用独特,引起了学术界的高度关注。新媒体的出现给予了受众传授合一的体验,受众由被动的单一信息接收者向双向的信息传播者转变,每个人都能参与信息的传播和接收。微信综合了传统媒体和新媒体的特点,它既能传播信息,又能反馈信息,实现了人际传播、大众传播、群体传播“三位一体”的传播模式。在这种模式里,受众在这里既扮演着使用者,又扮演着消费者,这两个角色同时存在,就是微信的广告价值(也可以说是商业价值)。微信是未来最具竞争的社会化媒体平台之一,不仅适合媒体属性,也适合服务属性,使受众的沟通更灵活、更智能。在移动互联网快速发展的背景下,微信已成为企业热捧的营销利器,随着精准营销概念的引入,它是企业除官方微博外的另一大移动互联网营销热点。特别是移动终端的便利性提高了微信营销的效率,相对于PC电脑而言,智能手机不仅拥有PC电脑的任何功能,而且携带更加方便,微信用户可以随时随地的获取信息,这给商家的营销也带来极大的方便。但是微信营销所基于的强关系网络,如果不顾用户的感受,强行推送过多的广告信息,会引来用户的反感。所以凡事都应理性而为,善用微信这一当下最为流行的互动工具,让商家和客户回归最真诚的人际沟通,才是微信的营销王道,才是微信广告的出路。本文从微信的概念、微信的发展历程以及微信的发展现状入手,以微信自身为基础,采用比较分析方法,对微信传播特点、使用方式、广告价值进行系统的探讨,并从现实中发现问题,为微信广告未来的发展提出自己的见解。
[Abstract]:With the development of science and technology and the expansion of social communication, the demand for new media shows a strong trend, especially after the emergence of mobile application communication products, the traditional media monopoly has been broken. As the latest mobile application product, WeChat has a powerful function and unique application. The emergence of new media has given the audience the experience of teaching unity, and the audience has changed from passive single information receiver to two-way information disseminator. WeChat integrates the characteristics of traditional media and new media, it can not only spread information, but also feedback information, achieve interpersonal communication, mass communication. The communication mode of "trinity" of mass communication. In this mode, the audience plays the role of both users and consumers, and these two roles exist at the same time. WeChat is the advertising value of WeChat. WeChat is one of the most competitive social media platforms in the future. WeChat is not only suitable for media attributes, but also suitable for service attributes, so that audience communication is more flexible. More intelligent. In the context of the rapid development of the mobile Internet, WeChat has become a popular marketing tool for enterprises, with the introduction of the concept of precision marketing. In addition to the official Weibo, it is another major mobile Internet marketing hotspot. Especially, the convenience of mobile terminals improves the efficiency of WeChat marketing, compared to PC computers. Smartphones not only have any function of PC, but also more convenient to carry, WeChat users can access information anytime, anywhere. This also brings great convenience to the business marketing. But WeChat marketing based on the strong relationship network, if regardless of the feelings of users, push too much advertising information. So everything should be rational and do, make the best use of WeChat, the most popular interactive tool, let businesses and customers return to the most sincere interpersonal communication, is the marketing king of WeChat. This article starts with the concept of WeChat, the development course of WeChat and the current situation of WeChat, and based on WeChat itself, adopts comparative analysis method to analyze the characteristics and usage of WeChat. This paper discusses the value of advertising systematically, and finds problems in reality, and puts forward its own opinion for the future development of WeChat advertising.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.83;F274

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