新闻-微信营销在品牌推广中的应用.docxVIP

PAGE PAGE IV 微信营销在品牌推广中的应用 摘要 随着科技的飞速发展，手机已经作为一种新兴的沟通工具和传播媒介得到广泛的应用，而微信的诞生正是顺应了这一潮流。作为即时通讯工具的微信，它具备线上支付、跨平台沟通、支持发送讯息、语言、视频等功能，同时也拥有突破１１亿的用户注册量。为此，很多企业、商家“抓住”微信营销的契机，来进行营销，并投入大量的精力。本文首先对微信营销的相关概念进行了概述，分析了微信营销的作用及应用模式，其次则是分析了微信公众号及微信营销的现状，再次是从媒体微信公众号的使用情况和软文营销的优劣势两方面对媒体微信公众号的使用情况进行分析，最后则是对微信营销在品牌推广应用中的优点及不足进行详细讲解。并以《人民日报》为例，分析微信营销在品牌推广中的具体应用。 关键词：报纸媒体；微信；公众号  Abstract With the rapid development of science and technology, mobile phone has been widely used as an emerging communication tool and communication medium, and the birth of WeChat is in line with this trend. As an instant messaging tool, WeChat has online payment, cross-platform communication, support for sending messages, language, video and other functions. At the same time, it has more than 1.1 billion registered users. To this end, many enterprises, businesses seize the opportunity of WeChat marketing, marketing, and put a lot of energy. This article first overview of the concept of WeChat marketing, analyses the effect and application pattern WeChat marketing, second is analyzed the WeChat public number and WeChat marketing present situation, again from the media WeChat public issue of usage and soft wen marketing advantages and disadvantages of the two aspects of the media WeChat public usage analysis, finally is to WeChat marketing on the advantages and disadvantages of brand extension and application in detail. And take Peoples Daily as an example to analyze the specific application of WeChat marketing in brand promotion.. Key words: newspaper media; WeChat; public number  目 录 TOC \o 1-3 \h \z \u 摘要 I 1 微信营销概述 1 1.1 微信的概念 1 1.2 微信营销的作用 1 1.2.1 有利于挖掘潜在客户群，开拓企业销售新渠道 1 1.2.2 提高品牌“病毒式”传播，打通企业线上和线下的关键入口 1 1.2.3 定位精准 1 1.3 微信营销的应用模式 2 1.3.1 品牌活动式的“漂流瓶” 2 1.3.2 折扣式的“二维码扫描” 2 1.3.3 社交分享式的“朋友圈” 2 2 微信公众平台及其发展现状 3 2.1 微信现状 3 2.2 微信的兴起与发展阶段 3 2.3 微信的传播模式和传播特征 4 2.3.1 微信的传播属性 4 2.3.2 微信公众平台的创建和发展 4 3 我国微信营销的现状 5 3.1参与群体多 5 3.2 微商时代已经到来 5 3.3 利用微信营销