解析澎湃新闻微信公共平台和应用软件的合作营销模式
据速途网2013年关于“用户关注什么类型的公众账号”调查显示，将近27%的用户选择新闻媒体。“澎湃新闻”作为媒体界的新兴势力，自去年上线以来，一直保持着超高的讨论度和关注度。
本文以“澎湃新闻”微信账号为例，通过对“澎湃新闻”微信营销案例的分析，深入挖掘APP与微信公共平台合作营销模式的优势和不足，阐释APP在微信公共平台应该如何优化营销手段，改变营销理念，为APP与公共平台的合作营销提供一些建议。27103
关键词 微信公共平台 应用软件 澎湃新闻 营销
毕 业 论 文 中 文 摘 要
毕业论文外文摘要
Title analysis the cooperative marketing schema of APP and WeChat public platform
Abstract
With the users of WeChat increasing, WeChat has become a new broadcasting media.In pace with times,more and more APP have settled public platform of WeChat and opened WeChat account to realize their marketing purpose.At last,Cooperative marketing model between public platform of WeChat and app is opened formally.
According to the survey of speed transit network in 2013,which is about users concerned what type of public account showed that almost 27 percent of users favor the news media. as a emerging power of media,since “The Paper News” was on-line last year,which has maintained a high degree of attention and discussion.
So I will take “The Paper News” WeChat account for example.Through the analysis of WeChat marketing case of “The Paper News” ,excavating the advantages and disadvantages of cooperative marketing mode between APP and WeChat public platform deeply .explaining how to optimize App marketing and change the marketing idea on WeChat public platform ,so that providing some inspiration for the cooperative marketing between APP and the public platform.
Keyword WeChat public platform APP The Paper News marketing
目 次
1 引言 1
2 微信公共平台的发展概况 2
2.1 微信公共平台的发展现状 2
2.2 微信公共平台的传播特征 2
2.2.1 点对点的传播模式 2
2.2.2 精细化受众筛选 2
2.2.3 传播过程单一高效 3
3 APP的微信营销理论分析——以“澎湃新闻”为例 4
3.1 “关系营销”理论 4
3.2 “网络整合”理论 4
3.3 “病毒式”营销理论 5
4 “澎湃新闻”客户端的微信营销案例分析 6
4.1 “澎湃新闻”客户端的微信公共平台概况 6
4.2 “澎湃新闻”微信公共平台内容分析 6
4.3 营销受众分析 7
4.4 营销效果分析 7
5 “澎湃新闻”客户端在微信营销的优点和不足 9
5.1 “澎湃新闻”客户端在微信营销中的优点 9