基于微信的智能手机品牌传播策略探析——以福州大学生为例  

Smart PhoneBrand Communication Strategies Based on WeChat Platform from the perspective of College Students in Fuzhou

作　　者：李青青[1] 于潇[1] 

机构地区：[1]闽江学院中文系,福建福州350108

出　　处：《钦州学院学报》2013年第11期40-44,共5页Journal of Qinzhou University

基　　金：福建省省级创新创业训练计划项目:基于微信的智能手机品牌营销传播策略研究(201310395031)

摘　　要：针对福建省大学生进行广告调查,发现学生群体对知名度高的智能手机品牌的微信关注度较高。他们关注公众账号的主要目的是获得最新资讯,微信尚未成为影响消费者决策的关键平台。智能手机品牌传播应通过微信社交平台提升好感度,促进产品销量。WeChat brings new blood to social media and introduces a new platform for brand communication. Launched by Tencent in 2011, WeChat works instantly and interactively on information communication with its powerful friend circles. Togeth- er with other Tencent＇ s social media platform, WeChat provides the ideal conditions for brand communication. Based on surveys among colleges students in Fuzhou, the paper concludes that the students pay high attention to famous smart phone brands in We- Chat ; the students mainly add or follow public accounts for latest information; WeChat hasn＇ t become a key decision-making source to influence consumers. Communication strategies for promoting Smart Phone＇ s image and sales by WeChat are proposed in this paper.

关 键 词：微信 智能手机 品牌传播 

分 类 号：F490[经济管理—产业经济]