“微信”传播驱动下的广告营销理念新模式  

On the New Mode of Marketing Driven by“Wechat”concept

作　　者：程瑶[1] 张慎成[1] 

机构地区：[1]安徽工程大学艺术学院,安徽芜湖241000

出　　处：《遵义师范学院学报》2016年第2期59-62,共4页Journal of Zunyi Normal University

摘　　要：移动互联网时代的广告传播,早已脱离了品牌自卖自夸且受众盲目听从的年代,任何期望通过广告传播来实现品牌推广的商家,都要学会向受众倾诉的技巧并且学会倾听来自受众的声音。基于微信生态环境的广告传播,无限拓展了"沟通"的方式,并促使品牌和用户之间构建相同的价值认同渠道,让顾客替品牌说话。因此,随着移动营销时代的全面莅临,探求基于受众需求的微信传播策略就非常必要。The advertising communication in the times of mobile Internet has already gotten away off the period when manufacturers praise their brands and clients follow the advertising blindly. Whoever wants to promote their brands through advertising communication have to learn the techniques of expressing themselves and learn to hear voice of the audiences. The advertising communication based on the wechat enriches the way of ＂communication＂, through which the shared values can be recognized between brand and client, letting clients speak for brands. Therefore, with the arrival of marketing times, it is of necessity to explore the techniques of wechat communication required by audiences.

关 键 词：微信 传播驱动 广告营销 

分 类 号：F713.81[经济管理—广告]