微信公众号的软文营销研究.docx

河北地质大学本科生毕业论文 PAGE III PAGE III 摘 要 近年来，微信公众号软文营销受到了业界的极大关注，公众号运营者通过高昂的软文报价，实现了内容变现，收到了很好的传播效果，使企业达到了传播目的。本文以微信公众号的软文营销为重点探究对象，对企业借助微信公众号进行软文营销的过程进行分析，并从中探索微信公众号软文营销未来的发展方向。目前关于软文营销方面的学术著作主要集中于报纸、电视等传统媒体，而很少有对于微信公众号这样的新兴媒介的研究。因此，本文将用文献分析、个案分析和文本分析的方法对微信公众号软文营销进行深层分析，探究微信公众号软文营销的过程，并对其中的各个主体进行阐述，从而发现目前存在的问题，并提出相应的优化方案。 关键词：微信公众号；软文；营销 Abstract The phenomenon of soft text on WeChat public number has attracted more and more attention in the industry. The high soft text quotation enables public number operators to realize content realization, and the good communication effect enables enterprises to achieve the purpose of communication.This article will focus on the soft text marketing of WeChat Public Number, analyze how to use this brand-new carrier to carry out soft text marketing on the platform of WeChat Public Number, and look forward to the future development of soft text marketing. at the present stage, although domestic scholars have done a lot of research on soft articles, most of them are aimed at soft articles in traditional media and few at soft articles in emerging new media. Therefore, this paper attempts to make a comprehensive investigation on various aspects of WeChat public number soft article marketing by using the methods of literature analysis, case analysis and text analysis, and makes a comprehensive analysis on this field that has not yet been thoroughly studied, and then finds out the existing problems and puts forward effective solutions. Key words: WeChat official accounts; soft article; marketing 目 录 摘要I ABSTRACTI 9357_WPSOffice_Level1 引言 1 6185_WPSOffice_Level1 1 微信公众号软文营销的产生 1 6185_WPSOffice_Level2 1.1 微信公众号软文营销是什么 1 13770_WPSOffice_Level2 1.2 微信公众号软文营销产生原因 2 6185_WPSOffice_Level3 1.2.1 微信公众号本身的优势 2 13770_WPSOffice_Level3 1.2.2 企业为追求商业利益进行营销 3 10750_WPSOffice_Level3 1.2.3 内容创作者追求自媒体变现 3 13770_WPSOffice_Level1 2 微信公众号软文营销的过程分析 4 10750_WPSOffice_Level2 2.1 微信公众号软文营销过程参与主体分析 4 13258_WPSOffice_Level3 2.1.1 企业——主导者 4