微信传播价值分析

微信传播价值 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 微信——大众互动的新平台 新闻与传播学院 广告1班 宋思敏 1024030131 2012.12.25 speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 在社交网络、社交工具日益繁杂、多样的今天，人们对于社交工具的选择面临着多样化，微博、人人网、开心网等等过多的选择使得社会大众应接不暇。其中微信平台脱颖而出，受到了越来越多的人的喜爱。迄今为止，微信用户已超2亿，用户对于微信平台的好评度和好感度也日益增加。那么微信到底有什么特点在吸引着人们呢,它对于广告传播又有怎样的价值呢, 微信(we chat)是一个资费便宜，以智能手机终端为主要载体的移动媒体。它同时具有即时性以及私密性，既保证了信息接收者和信息发送者之间的隐私对话，同时又整合了QQ和微博的两项功能，能够及时的发布信息。其功能特点趋于多样化，可以发送文字、语音、图片和视频。同时微信是一个强大的CRM工具，它整合了电话，短信和邮件三方功能，为微信用户提供了一个方便快捷的社交空间，既保证了微信用户之间的随时联系，又为用户之间的社交添加了乐趣。 微信为用户带来的多样化沟通选择离不开其多样化的传播方法。这也为建设开发新的社交平台提供了资源和思考。那么微信传播方式有哪些特点呢, (1) 订阅性。微信上的信息是以订阅模式出现的，这一特点满足了用户想要 得到更专业更全面的专业信息的愿望，同时也体现了微信资讯是给用户 以观点和看法的特点。微信用户可以通过微信平台及时的得到某社会名 人或者某品牌的最新信息和对某件事件的看法。同时，微信与受众之间 是“每小时，全天候”的，因此这就弥补了传统媒体的这一期与下一期 的时间差，使得受众随时能够无间断地获得新信息，同时也使品牌的被 提及数和曝光度增加。品牌可以无障碍的和受众进行信息传播，充分细 致的展示自己的企业文化，品牌理念，社会责任。如:“云科技”的微 信，每天都会推送一些高质量的有深度的文章，它还展示了自己对于现 代网络的看法，同时借此传播企业文化和品牌文化。所以，可以看出微 信这一订阅性是品牌与受众之间沟通的桥梁。但是，订阅性也带来了问 题，企业每天推送那么多的信息，极有可能构成“垃圾信息”，大量的 资讯、信息会使受众感到厌烦，那么怎么避免这样的情况产生呢,我认speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 为，只有做到资讯的精短而有内涵，每一条信息都做到有价值，那么受 众就会欣然接受这些高质量的资讯、信息。 (2) 微信的传播模式具有强制性。其强制性体现在微信的推送功能上，这使 得微信的传播到达率达到100%的效果。微信的推送功能可以使得品牌的 广告推广预算降低，但是其接受度却是大大提高，推送的点对点传播几 乎使得微信用户被动强制的接受信息，这对于企业品牌有利也有弊。利 在于企业的广告接收率会大大提高，受众浏览广告的机会也大大增加。 但是，同时受众也对强制型推送的信息内容有很大的质疑，其信息质量 和信息价值都极有可能受到受众的反感。因此，微信推送功能为品牌提 供了一个优秀的传播平台，但是怎样好的利用就得看各家本领了。 (3) 微信的传播模式具有互动性。微信的语音功能不仅仅为用户之间的沟通 提供便利性，同时也为品牌和消费者之间有了互动的机会。这样的互动 性 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 现在企业的客户服务或者定期的问题解答上，通过这样的活动，消 费者能够更加了解产品(服务)，使得品牌的曝光率提高，也打破了品 牌与受众双方相互沟通障碍的问题。微信语音互动大大拉近了消费者和 企业的距离，近似于面对面的交流为企业形象的改善和提高作出了极大 的贡献。 (4) 微信的传播模式同时具有公开性和隐私性。二维码是一种既公开又隐私 的信息传递。无论是用户还是公共平台的线上线下活动，都可以创造自 己的二维码。二维码的应用既保证了用户的信息的隐秘性，又保持了用 户社交层面的公开性。用户可以保护自己的信息不被浏览偷窃，也可以 保证自己面对整个社交圈是公开的，可以随意的交朋友。相同的是，商 家也可以利用二维码来推广线上或者线下活动，利用二维码的新颖吸引 消费者的参与与关注。 (5) 创意发挥性。自动回复功能为用户提供创意空间。例如联想推出的线上 活动“让想哥说出我爱你”，用户可以通过回复特定字眼参加活动。这 就是利用了微信的自动回复功能。品牌公司可以利用回复功能，发挥自 己的创意思维，使感兴趣的用户参与到活动中来，以加强品牌好感度。 speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 当然，微信的创意性不仅仅表现在这一个方面。还有一方面是，品牌可 以设置自己的特定字词，使得对特定字词感兴趣的用户收到资讯、信 息，这样就避免了强制推送带来的负面影响了。 (6) 共享性和参与性。微信公共平台的建设使受众可以随时关注喜爱品牌或 者关注事件的变化和更新。在公共平台上，受众可以自由的分享信息， 将自己感兴趣的信息转发给别人。同时微信的传播还具有参与性，品牌 推广的线上活动吸引受众的参与，受众可以通过语音、二维码、文字、 回复等等众多形式参与活动。 (7) 便捷性和即时性。微信是一个强大的CRM工具，它整合代替了email、 message和call center的功能，具有强大的富媒体属性。用户可以随 意通过任何一种形式和他人沟通，这样大大提高了用户沟通的便捷性， 便捷性也体现在品牌的客服功能上，品牌客服可以利用多样的形式为客 户提供服务。同时，微信也整合了QQ和微博的功能，无论是聊天还是发 送状态，都可以随时即时发送。 综合来讲，微信是一个强大的新工具，它既是一个社交平台，同时也是一个服务平台、资讯平台，它不仅仅为私人沟通提供便捷性，节省了沟通成本，同时也为品牌服务创造了一个拉近消费者的平台。 通过微信的传播特点，我们提到了许多品牌利用微信平台推广，可以看出，微信对于广告传播也有强大的作用，那么微信对广告的价值具体体现在什么地方呢, (1) 广告通过微信平台实现多极化传播。微信为每个人创造了一个宽广的社 交网络，人们喜欢将有趣的东西进行分享、传播。所以创意广告或者创 意广告活动可以在微信平台上受到多极化、病毒式的传播。微信广大的 社交圈可以让广告传播到每一个人的页面中去，这样加大了广告的传播 面，同时也加大了广告信息的接收率和接受度。为广告传播带来了强大 的影响，它改变的受众与企业广告之间的被动接收关系，而变成了自主 自发自愿的传播广告内容。 speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the (2) 广告利用微信功能实现多元化传播。微信众多功能对广告传播有重大影响。广告在微信平台上的传播是多元化的。广告可以利用语音进行电台式的传播，这种复古怀旧的传播方式为人们所喜爱;广告可以利用文案和图片传播;广告可以利用微信的推送功能进行强制性传播;广告可以利用微信的二维码来吸引受众关注和参加;广告也可以利用微信的特殊功能，对自动回复进行创意加工，形成线上活动，吸引受众参加;广告还可以利用微信的“每小时，全天候”的特点，无时无刻地对受众进行广告的传播及更新。众多的传播方式为广告传播提供了多元化的选择和组合。同时众多的传播方式也更新创新了广告的传播方式，使得广告内容和形式越来越具有趣味性或者越来越具有内涵。它加大了广告传播形式的优化和创新。同时也加剧了广告传播的优胜劣汰和竞争。 (3) 微信的人性化特点有利于广告在消费者之间的传播。消费者可以自主选择关注喜爱的品牌动向，与品牌互动，分享品牌信息。这样的形式便捷了品牌的广告进行点对点的传播，并且接受率几乎会达到100%。这样人性化的特点使得消费者更自愿的接受广告传播中的信息，同时受众也会将优秀有趣的广告转发给自己的朋友圈，广告的传播范围便会扩大。微信人性化的特点使得广告传播更加准确更加精确的面向目标消费群。同时还可以挖掘潜在的消费者。但是同时这样的人性化也会带来负面影响，即受众可以随时关闭与品牌的联系，品牌广告形式的老套无聊会影响与目标受众的关联。 (4) 微信的用户群体特点可以使得品牌轻松准确锁定消费群。据调查显示，微信的用户群体以青年人，高素质人群为主。并且微信用户可以设置自己的“特定字词”来反映自己的兴趣爱好。因此这就为品牌确定目标消费群打下了基础，通过调查用户的“特定字词”，广告传播可以准确的影响感兴趣的用户，从而达到高百分数的锁定率。这样的特点大大降低了广告传播的千人成本，使信息更加准确的传送到需要的人的面前。为广告传播带来极大的便利性，也提高了广告传播的效率。 speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the (5) 微信平台使广告可以随时互动、分享。随着广告的不断发展，视媒，纸 媒已经很难吸引消费者的注意，21世纪最受欢迎的广告形式是有受众参 与的广告。微信平台提供的就是这样一个平台。受众可以自主的参与到 广告活动或者线上活动中，并且这样的活动还是大众喜闻乐见的。微信 平台的随时分享和互动加快了广告形式的发展变化，它推动广告向更加 人性化、趣味化、有参与性的方向发展。渐渐摒弃了传统的广告形式。 微信，依托腾讯QQ迅速的发展，近几年的改革和创新使得大众体验到了新的社交生活。微信的创新和特点也为未来媒体的发展和广告的发展提供了重要的参考价值。微信，让生活更美好，也让生活更丰富。 speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the