微信朋友圈广告传播机制与策略研究

发布时间：2018-03-19 23:09

本文选题：移动互联网时代　切入点：微信朋友圈广告　出处：《河南大学》2017年硕士论文　论文类型：学位论文

【摘要】：微信团队在2015年1月正式推出微信朋友圈广告,该广告采用信息流的形式镶嵌在微信朋友圈的动态之中,用户可以自主选择关注或隐藏。自微信朋友圈广告上线以来,意识到其潜在的商业价值,企业利用微信朋友圈广告进行品牌或产品推广已然成为了一种营销新趋势。立足于当前微信朋友圈广告的发展势头,结合新媒体环境的变化,采用文献分析法、个案研究法和数据分析法等多种研究方法对微信朋友圈广告传播机制与策略进行全方位的研究。简单阐述了微信朋友圈广告从出现到发展、成熟的基本概况,在此基础上总结出了微信朋友圈广告具有精准化投放、朋友圈用户众多且较为活跃、“熟人传播”和事件化营销的传播优势。结合相关理论,经过大量的案例分析得出微信朋友圈广告的基本传播过程和传播策略。在传播过程的研究中重点探讨了较为突出的精准化传播和口碑传播两种模式,在传播策略的研究中分别从以受众为中心的核心策略、内容营销策略和关系营销策略三个角度进行解析。通过对消费者的问卷调查数据得出微信朋友圈广告在其传播过程中仍然存在着建模相对粗糙、用户隐私安全遭质疑、微信朋友圈广告内容和形式相对单一等问题,接着从完善数据模型、提供安全平台、丰富朋友圈广告的内容和形式这三个维度对未来微信朋友圈广告的传播给出相应的解决对策。最后对微信朋友圈广告的发展前景进行了展望,预见了微信朋友圈广告将成为未来广告营销的重要形式,验证了微信朋友圈广告是基于长尾理论的新媒体广告投放方式,重申了微信朋友圈广告发展过程中“把关人”的重要监管作用。
[Abstract]:In January 2015, the WeChat team officially launched the ad of Moments, which is embedded in the dynamics of the WeChat Moments in the form of information flow. Users can choose to pay close attention to it or hide it on their own. Aware of its potential commercial value, the use of WeChat Moments advertising for brand or product promotion has become a new marketing trend. Based on the development momentum of current WeChat Moments advertising, combined with the changes in the new media environment, This paper uses literature analysis, case study and data analysis to study the advertising communication mechanism and strategy of WeChat Moments. On the basis of this, the author summarizes the communication advantages of Moments advertisement of WeChat, which has precision delivery, Moments users are numerous and active, "acquaintance communication" and event marketing. Through a large number of case studies, the basic communication process and communication strategy of the advertising of Moments WeChat are obtained. In the research of the communication process, the emphasis is placed on the two modes of accurate communication and word-of-mouth communication. In the research of communication strategy, the core strategy is from the audience as the center. The content marketing strategy and the relationship marketing strategy are analyzed from three angles. Through the questionnaire survey data of consumers, it is concluded that there are still relatively rough models in the spreading process of Moments advertisement of WeChat, and the user privacy security is questioned. Moments advertising content and form of WeChat relatively single and other issues, and then from improving the data model, to provide a security platform, The three dimensions of enriching Moments's advertising content and form give the corresponding solutions to the future spread of Moments advertising on WeChat. Finally, the prospect of the advertising development in the WeChat Moments is prospected. It foresees that the advertising of WeChat Moments will become an important form of advertising marketing in the future, and verifies that the advertising of Moments in WeChat is a new media advertising mode based on the long tail theory. Reiterated the WeChat Moments advertising development process, "gatekeeper" important regulatory role.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F713.8

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