本文選題：微信　切入點(diǎn)：品牌傳播　出處：《蘇州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：媒介技術(shù)的發(fā)展速度和革新力度總是超乎人們的想象。自2011年微信出現(xiàn)在大眾的視野后,迅速獲得了很多網(wǎng)民的青睞,使用率快速攀升,成為了即時(shí)通信工具中的領(lǐng)頭羊。微信的發(fā)展極快,這不但體現(xiàn)在數(shù)量增長(zhǎng)上,也體現(xiàn)在日常生活的滲透中。這種新型的信息交流、傳播工具,不但可以用來(lái)抒發(fā)個(gè)人情感、闡述獨(dú)到觀點(diǎn),還可以記錄新聞事件、宣傳企業(yè)品牌等。與此同時(shí),微信是當(dāng)前最為主流的社交軟件,其具有諸多方面的特征,其中不但包括時(shí)效性、擴(kuò)散性,還包括精準(zhǔn)性等。正是這些特征,使其受到了廣泛的推崇,營(yíng)銷上的價(jià)值也逐漸顯現(xiàn)出來(lái)。從當(dāng)前的情況來(lái)看,微信品牌宣傳逐漸被企業(yè)所采用,但是進(jìn)行成功的企業(yè)品牌形象樹立和傳播的卻并不多,大部分企業(yè)都無(wú)法找到適合企業(yè)本身的傳播策略。在微信等營(yíng)銷軟件的普及和推廣下,以此為基礎(chǔ)的營(yíng)銷也有條不紊地開展,初具規(guī)模。本文結(jié)合當(dāng)前的傳播理論、營(yíng)銷理論及廣告理論,試著分析企業(yè)利用微信進(jìn)行品牌傳播的現(xiàn)狀,通過深入分析微信廣告?zhèn)鞑ゲ呗?針對(duì)目前所面臨的問題提出了解決對(duì)策,對(duì)企業(yè)的品牌傳播給予了相應(yīng)的建議。本文共包括四個(gè)部分:第一部分,梳理了微信營(yíng)銷傳播的研究情況,并進(jìn)行了歸納和總結(jié)。第二部分,對(duì)微信營(yíng)銷傳播相關(guān)的理論進(jìn)行了闡述、整合。第三部分,深入地闡釋和辨析了微信傳播的重要意義和價(jià)值。第四部分,論述了微信傳播的方式、途徑,在此基礎(chǔ)上提出了相關(guān)的建議。
[Abstract]:The speed of development and innovation of media technology is always beyond people's imagination. Since WeChat appeared in the public view in 2011, it has quickly won the favor of many netizens, and the utilization rate has risen rapidly. WeChat has become the leader in instant messaging tools. WeChat has developed rapidly, not only in terms of the growth in quantity, but also in the penetration of daily life. This new type of information exchange and dissemination tool can not only be used to express personal feelings. At the same time, WeChat is the most popular social software, which has many characteristics, including timeliness, diffusion, etc. It is these characteristics that make it widely respected, and the value of marketing gradually emerges. From the current situation, WeChat brand propaganda is gradually adopted by enterprises. However, there are not many successful corporate brand images set up and propagated. Most enterprises are unable to find the appropriate communication strategy for the enterprises themselves. Under the popularization and promotion of WeChat and other marketing software, The marketing based on this has also been carried out methodically and has begun to take shape. Based on the current communication theory, marketing theory and advertising theory, this paper tries to analyze the current situation of enterprises using WeChat to carry out brand communication. Through in-depth analysis of the advertising communication strategy of WeChat, the paper puts forward some countermeasures to solve the problems faced by WeChat, and gives corresponding suggestions to the brand communication of enterprises. This paper includes four parts: the first part, Combing the research situation of WeChat marketing communication, summarizing and summarizing the second part, expounding and integrating the theory of WeChat marketing communication. The third part, This paper deeply explains and discriminates the significance and value of WeChat communication. Part 4th discusses the ways and means of WeChat communication and puts forward some relevant suggestions.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;G206-F

【共引文獻(xiàn)】

相關(guān)期刊論文 前10條

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3 劉e，

本文編號(hào)：1602090