新媒体视角下传媒公司的微信营销策略及案例研究——以A公司为例  

Research on WeChat Marketing Strategies and Case Studies of Media Companies from the Perspective of New Media——Taking Company A as an Example

作　　者：时现 SHI Xian(School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190)

机构地区：[1]中国科学院大学经济管理学院,北京100190

出　　处：《中国商论》2022年第16期131-134,共4页China Journal of Commerce

摘　　要：随着新媒体时代的快速发展,传媒公司作为生产性和生活性兼备的服务行业,是推动新媒体传播发展的重要组成部分。长期以来,微信作为传媒公司的龙头业务,其发展优劣直接影响到传媒公司的市场竞争能力。一方面在新媒体发展环境下,声、屏、报、网、端各类传统媒介和新媒介平台的发展,趋于融合交叉,各类平台间的界限持续弱化,融媒体建设发展是大势所趋,微信业务如何在激烈的市场竞争环境中,抢抓机遇、寻求突破,是国内外学术界持续关注的焦点。另一方面微信作为新媒体背景下的一个重要媒介,已成为当前各级各类传媒公司广泛应用的营销手段,但由于微信公众平台运行的自由程度较高,且具有较强的普适性,传媒公司想借助微信平台进行销售运营,所面对的竞争对手非常庞大,竞争形式内容繁多复杂。虽然微信营销的难度不断加大,但从市场化发展角度来看,传媒公司无疑要排除万难,努力适应形势,用好微信营销这一利器。鉴于此,本文以A传媒公司为例进行分析,力求通过以上分析研究过程,推动A传媒公司微信营销业务的高效发展,同时希望能够给面临相同微信营销业务的传媒企业提供借鉴。With the rapid development of the era of new media,media companies,as a service industry with the characteristics of both production and life,are an important part of promoting the development of new media communication.WeChat has been the leading business of media companies,and its development merits and demerits directly affect the market competitiveness of media companies.On the one hand,in the new media development environment,the development of various traditional media like sound,screen,newspaper,network and end and new media platforms tend to integrate;the boundaries between various platforms are continuously weakening;the integrated media’s construction and development is the general trend;how WeChat business,in the fierce market competition environment,seizes the opportunities and makes breakthroughs is the focus of ongoing attention of academics in China and abroad.On the other hand,as an important medium in the context of new media,WeChat has become a widely used marketing tool for various media companies at all levels,but due to the high degree of freedom of operation of the WeChat public platforms and its strong universality,media companies want to use the WeChat platforms for sales operations,facing a multitude of competitors with competition in a variety of forms and complex content.Although the difficulty of WeChat marketing increases continually,from the perspective of market-oriented development,media companies should undoubtedly overcome all difficulties and try to adapt to the situation and use WeChat marketing as a powerful tool.Given this,this paper takes A media company as an example to analyze,which aims to promote the efficient development of A media company’s WeChat marketing business through the above analysis and research process,and hopes to provide experience for media companies with the same WeChat marketing business.

关 键 词：微信营销 4R理论 4V理论 AIDA理论模型 策略 

分 类 号：F724.6[经济管理—产业经济]