微信广告传播现状研究
毕业论文关键词：微信，广告传播，Web2.0, Web3.0
Abstract: With the growing popularity of smart phones and mobile Internet user base, mobile advertising has become a new advertising battlefield. With the growing popularity of smart phones and mobile Internet user base, mobile advertising has become a new advertising battlefield. At the same time,with the arrival of Web2.0 era,represented by blog and wiki, communication, interaction and sharing has broken the boundaries of time and space.As a product of this era,Wechat will be closely integrated with various technology online and offline,resulting in the virtual world of "seamless connection" .WeChat, as a new generation of instant messaging software standing on the shoulders of Tecent,the rapid development and expansion of user groups is bound to attract many businesses and micro-channel platform for merchants to throw advertising. WeChat, instant messaging software Tencent new generation terminal on the shoulders of the rapid development and expansion of user groups is bound to attract many businesses to stop, micro-channel platform is increasingly becoming the land of merchants will throw advertising. This paper will make an introduction on its development, characteristics and present situation,and according to the discussion of the invovling problems
surveys,we hope that WeChat advertising communication can posess a sound development strategy.
Keywords: WeChat，Advertising communication，Web2.0，Web3.0h
一、引言 4
二、文献综述 4
（一)从微信广告的表现方面 4
（二)微信广告的传播角度 4
（三)微信广告营销价值角度 5
三、微信广告的界定 5
（一)微信广告定义 5
（二)微信广告的特点 6
四、微信广告的兴起与发展 7
五、微信广告传播方式 8
（一)“扫一扫” 8
（二)“摇一摇”与“漂流瓶” 8
（三)“附近的人” 9
（四)“朋友圈” 9
（五)“公众平台” 10
六、微信广告传播现存问题 10
（一)微信广告模式尚不成熟 11
（二)微信广告投放空间不足 12
（三)受众持续关注低 12
七、完善微信广告传播的策略 13
（一)整合推广，充分利用微信广告平台 13
（二)遵守规则，维护广告发布空间 13
（三)广告传播针对化，顺应受众需要 14
结 语 15
参考文献 16
致 谢 17
一、引言
随着经济的高速发展、科学技术的日新月异，承载广告投放的媒体也在不断扩展。从报纸、杂志、广播、电视到第五大媒体的网络，媒体越来越多样化，广告平台也越来越新颖。基于网络的Web2.0时代的到来，让自媒体如维基、博客、微博等迅速发展并获得用户关注、广告青睐。微信作为Web2.0时代自媒体阵营的一员，一经推出就受到广大用户欢迎，到2012年3月用户就已过亿，至2013年11月用户注册量已经突破6亿，成为亚洲地区最大用户群体的移动即时通讯软件。目前，微信自Web2.0而来，乘Web3.0之势，将自身与大数据、云计算、物联网等新技术相融合，力图实现用户为主、在提供个性化服务同时不断开拓其商业价值、完善盈利模式，以弥补Web2.0经济方面的不足。
上一篇：微博谣言产生的原因与治理机制