摘要：由于现代科技的进步和社会交往的不断深入，社会对于新媒体的需求展现出了明显的上升趋势。这种情况在移动应用通讯产品出现之后很甚，它打破了传统媒体的垄断格局，学术界对新媒体的研究逐渐深入和广泛。随着微信这一社交软件的大范围普及，我们从微信官方页面针对广告的推广宣传即可看出，微信公众号广告正逐渐凸显出它的优势，且受到越来越多广告主和企业的认可和接受，微信广告也成为了广大微信用户之间热议的话题之一。微信公众号广告作为微信广告中一大重要发展方向，广告从业人员可以根据微信公众号广告的优势和特点来选择适合的广告投放模式，从而最大化的达到广告效果。本文通过微信公众号广告的概念，微信公众号广告的发展历程以及微信公众号广告的发展现状入手，采用比较分析的方法，对微信公众号广告的特点与其他新媒体广告进行对比，并突出其优势与劣势，并借此引出从广告心理视角对微信公众号广告发展的思考。79765

毕业论文关键词：微信;公众号;广告心理

RESEARCH ON ADVERTISING PSYCHOLOGY OF WECHAT MEDIA PLATFORM ADS 

ABSTRACT: With the development of modern technology and the progress of social communication, the demand for the new media show a considerately upward trend。 This phenomenon has risen dramatically after the emergency of the mobile communication products, since it broke the monopoly pattern of traditional media。 Further researches on new media has been paid much attention by academic circle。 With the popularization and application of WeChat, the advantage of its advertising campaign has been more and more obvious。 It is widely recognized and accepted by public and enterprise leaders。 WeChat ads has become the top topic among netizens especially WeChat users。 WeChat Media Platform ads, as the inevitable outcome of WeChat ads,  should be learnt by admen, puts in advertisement according to it distinguishing features, thus maximum it adverting effect。

This essay start from the concept of  WeChat Media Platform ads, WeChat Media Platform ads development process and WeChat Media Platform ads current situation, by using comparison analysis, hope to explore the differences between WeChat Media Platform ads and the social media ads。 In this case, put forward some thought about the development of WeChat Media Platform ads in a advertising psychology perspective。 

Keywords: WeChat; adverting; advertising psychology

目录

一、绪论 4

（一）研究目的与意义 4

（二）研究现状 5

1。国外研究现状 5

2。国内研究现状 6

（三） 研究思路与方法 7

二、微信公众号广告概述 8

（一）微信公众号广告定义 8

（二）微信公众号广告的形成与发展 8

（三） 微信公众号广告的特点 9

三、微信公众号广告发展现状及问题分析 9

（一）微信公众号广告的现状 9

（二）微信公众号广告主要存在问题 11

1。微信公众号广告的盈利模式未知 11

2。微信公众号广告的效果评估存在难度 11

3。微信公众号广告的监督监管机制有待增强