本文關鍵詞： B2C電商 官方微博 微信公眾號 傳播機制 比較研究　出處：《西南大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著移動互聯(lián)技術的不斷發(fā)展,自媒體逐漸成為傳統(tǒng)媒體之外的又一種新媒體形態(tài),微博與微信便是其中的佼佼者,微博與微信不僅為個人交往提供便利快捷的平臺,也為企業(yè)打造了更加專業(yè)的傳播平臺,即官方微博與微信公眾號。B2C電商依附移動互聯(lián)的網絡環(huán)境應運而生,是新興網絡環(huán)境的產物,因此越來越多的B2C電商選擇充分利用官方微博和微信公眾號,進行傳播企業(yè)文化、增進用戶聯(lián)系,增強用戶的黏性,增強用戶對B2C電商品牌的忠誠度。B2C電商對官方微博和微信公眾號的使用不僅是對自媒體傳播手段的探索和延伸,更體現(xiàn)了自媒體在信息傳播、新聞發(fā)布、媒介交互等以外的營銷價值。這是自媒體區(qū)別于傳統(tǒng)媒體的又一重要特性,即它不僅作為一種社會化媒體存在,更是一種依托于新媒體技術和無線互聯(lián)運用的新型營銷手段,甚至會成為網絡營銷的主流形式。本文立足于新媒體傳播,集中比較分析了官方微博與微信公眾號在B2C電商傳播中的傳播模式、傳播效果和傳播特性等,以天貓、國美等B2C電子商務為樣本,對官方微博和微信公眾號的傳播機制進行了比較分析研究,并根據B2C電商官方微博和微信公眾號存在的問題有針對性的提出了建設性的解決對策。全文總共分為四個章節(jié)內容。第一部分主要對相關概念進行界定,同時對官方微博和微信公眾號的基本內容和使用狀況進行了概括；第二部分在運用內容分析法、個案分析法等對二者傳播主體、傳播內容、傳播模式、用戶等要素進行分析的基礎上,全面比較分析了兩者傳播機制的不同；第三部分通過要素的比較,運用文獻研究法以“沉默的螺旋”、“媒介情境論”“網絡圍觀”等理論知識對二者的傳播機制比較結果做了較為學理的分析；第四部分在上文對B2C電商官方微博與微信公眾號優(yōu)勢與不足比較的基礎上,就如何優(yōu)化兩大自媒體的傳播存在的問題針對性做了幾點建設性的建議,通過在明確自我定位、優(yōu)化傳播內容、增加用戶黏度等B2C電商值得重視的方面進行提升,以打造電商微信營銷的最佳實踐。
[Abstract]:With the continuous development of mobile interconnection technology, media has gradually become another new media form besides traditional media. Weibo and WeChat are the best among them. Weibo and WeChat not only provide a convenient and quick platform for personal communication. It has also created a more professional communication platform for enterprises, that is, the network environment where the official Weibo and the WeChat Official account .B2C ecommerce depend on mobile interconnection, which is the product of the emerging network environment. Therefore, more and more B2C e-commerce merchants choose to make full use of the official Weibo and the WeChat Official account to spread the corporate culture, enhance user contacts, and enhance the user's stickiness. To enhance the loyalty of users to the B2C brand of electronic goods. The use of the official Weibo and the WeChat Official account by the e-commerce merchants is not only an exploration and extension of the means of self-media communication, but also reflects the self-media in the dissemination of information and news releases. This is another important characteristic that distinguishes the media from the traditional media, that is, it exists not only as a social media, but also as a new marketing method based on the new media technology and wireless interconnection. It will even become the mainstream form of network marketing. Based on the new media communication, this paper focuses on the comparison and analysis of the communication mode, communication effect and communication characteristics of the official Weibo and the WeChat Official account in the B2C e-commerce communication. Gome and other B2C e-commerce as a sample, the official Weibo and the WeChat Official account transmission mechanism has been comparative analysis and research. And according to the problems of B2C e-commerce official Weibo and the WeChat Official account, the author puts forward some constructive countermeasures. The whole paper is divided into four chapters. The first part mainly defines the related concepts. At the same time, it summarizes the basic content and usage of official Weibo and Official account. The second part uses content analysis method and case analysis method to analyze the main body, content and mode of communication between them. On the basis of the analysis of users and other elements, the paper makes a comprehensive comparison and analysis of the difference between the two communication mechanisms. With the theory of "spiral of silence", "media situational theory" and "network view", this paper makes a theoretical analysis of the comparative results of the communication mechanism between the two. In the 4th part, on the basis of comparing the advantages and disadvantages of Weibo, the official official of B2C e-commerce business, with the advantage and disadvantage of the WeChat Official account, this paper makes several constructive suggestions on how to optimize the communication problems of the two major self-media, and makes some constructive suggestions on how to make clear the self-orientation. Optimize the content, increase user viscosity and other aspects of B2C e-commerce worthy of attention to promote, in order to build the best practice of e-commerce WeChat marketing.
【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206

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本文編號：1499815