微信内容营销对品牌形象的影响的研究

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1、AbstractWiththecontinuousdevelopmentofinternettechnology,thecommunicationstyleofpeoplehasalsosubvertedthetradition.InstantMessagelikeWeChathaschangedpeople’slifestylelargely.Meanwhile,thebrandnewwayofonlinemarketingaroseatthehistoricmoment.Nowadays,basedonWeChatofficialaccounts,consumer

2、scangetthelatestnewsaboutproductsandmaycommunicateandinteractwithbusinessmanagerdirectly.Itisclearthatcontentbecameanimportantapproachforcompaniestocarryoutcontentmarketingcommunication.Asaresult,theauthorbeganstudyofcontentmarketing,tryingtoanswerbelowquestions:Whatkindofcontentcanwinm

3、oreattentionfromconsumers?Howcancontentmarketingpromotebrandimage?Preliminaryhypothesesareestablishedbasedonliteraturestudy,deskresearch,webobservationandenterpriseinterview.Toverifythesehypothesis,thisstudyusedthemethodofquestionnairesurveyandthenprocessedandanalyzedthedata,drawingthef

4、ollowingconclusions:Company’sofficialaccountsandmanager’spersonalaccounts(Moments)arecomplementarytoeachother;contentsthatcreategoodfunctionalbenefitassociationhaspositiveinfluenceonproduct/serviceimage;contentsthatcreateniceexperiencebenefitassociationhaspositiveinfluenceoncorporateima

5、ge;contentsthatcreatepositivesymbolicbenefitassociationhaspositiveinfluenceoncorporateimage.Withthesediscoveries,theauthorislookingforwardtomakecompaniestoknowtheropesofcontentmarketingandprovideguidanceandreferenceforWeChatcontentmarketing.Keywords:WeChat,OfficialAccounts,ContentMarket

6、ing,BenefitAssociation,BrandImageIII目录第1章绪论...............................................................................................11.1研究背景...........................................................................................................11.2研究目的..........................

7、.................................................................................21.3研究意义...........................................................................................................21.3.1理论意义........................................................................