微信广告内容运营实验比较  

The Experimental Comparison of We Chat Advertising Content

作　　者：王思文[1] 赵楠[1] 

机构地区：[1]山西大同大学文学院,山西大同037009

出　　处：《山西大同大学学报（社会科学版）》2015年第4期109-112,共4页Journal of Shanxi Datong University(Social Science Edition)

基　　金：教育部人文社会科学研究项目(13YJC790062);山西大同大学博士科研启动项目(2012-B-29)

摘　　要：作为商业交易平台,微信具有一定的优势,包括:微信朋友圈的封闭性让用户防御心理降低;微信裂变式的传播效益;巨大的用户群体以及广告投放精准度更高、针对性更强等等。但是,微信营销实践还处于萌芽期。本研究通过自主建立微信平台,在不同平台上推广不同性质的广告,在相同平台上推出不同性质的广告,研究不同广告模式给企业带来的收益。经研究发现,微信广告发布的内容中,服务性广告更受受众青睐,持续关注度较长;而促销广告等显性广告,在短时间内可能会引起受众注意,但不久即被受众遗忘,无法获得持续关注。As a trading platform, We Chat has its own advantages, including： the moments are closed to reduce Users＇ defenses.Second, the spread of benefits is fission model. In addition, it has huge user groups and higher and stronger targeted advertising precision. However, We Chat marketing practice is still in the bud. Through the independent establishment of We Chat, this research launch different nature of the advertisement on different platforms, while on the same platform. In the same time, the study obverse the benefits of the different advertising model. Finally, the study found that service advertising is more popular, attract more attention than promotional ads. Maybe, the promotional ads may cause the audiences＇ attention, but soon forgotten. They are unable to get continuous attention.

关 键 词：微信 直接性广告 服务性广告 受众认可 

分 类 号：G206.3[文化科学—传播学]