微信营销环境下的品牌传播研究.docxVIP

微信营销环境下的品牌传播研究 摘要：随着科学技术的进步，我们的生活也在互联网的影响下变得丰富多彩。通过各种媒介获取信息渠道渐渐拓宽，一方面给人们的生活带来了便利，另一方面渐渐改变了人们原有生活方式。网络信息技术发展给人们带来机遇挑战，需要不断改进和完善。微信是互联网技术发展的必然趋势，现今使用微信人群越来越多，微信潜藏功能逐渐引发市场商机，企业开始通过微信宣传和推广自身产品，微信营销成为市场激烈的竞争对象。 本文通过研究互联网背景下微信营销的品牌传播内容，探索微信对企业品牌传播发展的影响因素。分析微信的功能特性以及其对品牌传播优势，并且认识微信是如何应用于市场营销的，微信营销对企业品牌的传播还存在哪些不足，有哪些地方需要改进和完善，通过对这些问题的研究，解决微信营销存在的难题，并提出解决的对策。文章为企业品牌传播提供更健康有效的环境，以增加企业在市场中核心竞争力，同时为更多的企业品牌传播提供一些借鉴与参考。 关键词：移动互联网；微信营销；品牌传播  Research on brand communication in WeChat marketing environment Abstract：With the progress of science and technology, our life has become rich and colorful under the influence of the Internet. Access to information channels through various media has gradually widened, on the one hand, it has brought convenience to peoples lives. On the other hand, it has gradually changed peoples original way of life. The development of network information technology brings opportunities and challenges to people, and needs to be improved and improved constantly. WeChat is the inevitable trend of the development of Internet technology. Nowadays, more and more people are using WeChat. WeChats latent function gradually leads to market opportunity. Enterprises begin to propagate and promote their products through WeChat. WeChat marketing has become a fierce competition object. This paper under the background of Internet content of brand communication marketing for WeChat, WeChat to explore the influence factors of the development of enterprise brand communication. To analyze the functional properties and the WeChat brand communication advantage, and know how WeChat is used in marketing communication, WeChat marketing on enterprise brand deficiencies which still exist, which needs to be improved and improve, through the research of these problems, solve the problem of WeChat marketing exists, and put forward the countermeasures. This paper provide a more healthy and effective environment for enterprise brand communication, to increase the enterprise core competiti