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1、...英文摘要企业微信品牌传播探究TheAnalysisoftheEnterprisesUseWechatBrandCommunicationAbstractThespeedydevelopmentofmediatechnologyandinnovationeffortsisalwaysbeyondpeople'simagination.Since2011wechatappeared,quicklygainedthefavorofmanyusers,theutilizationraterosequicklytobecomealeaderintheinstantmes
2、sagingtool.Therapidlydevelopmentofwechat,whichisnotonlyreflectedinthegrowthintheuser,butalsoinlifepenetration.Thisnewtypeofcommunicationtools,notonlycanbeusedtoexpresspersonalfeelings,elaboratedauniquepointofview,itcanalsorecordnewsevents,promotetheeffectiveofthebrandcommunication.Atth
3、esametime,wechatiscurrentlythemostpopularsocialsoftware,whichhasmanycharacteristics,includingnotonlythetimeliness,diffusion,alsoincludingaccuracyandsoon.Itisthischaracteristic,ithasbeenwidelypraised,onthemarketingvalueisgraduallyrevealed.Fromthecurrentsituation,businessenterprisestaket
4、headvantageofwechatinordertoundertakebrandcommunicationgraduallybeenadoptedbybusiness,butasuccessfulcaseisnotmuchappeared,mostcompaniesareunabletofindasuitablestrategy.Withthewechatmarketingsoftwarepopularizationandpromotion,asthebasisformarketingarecarriedoutinanorderlymanner,beginnin
5、gtotakeshape.Inthispaper,thecurrentcommunicationtheory,marketingtheoryandadvertisingtheory,trytoanalyzebusinessenterprisesusewechatwerethestatusquoofbrandcommunication,wechatadvertisingcommunicationstrategyfortheproblemcurrentlyfacingtheproposedcountermeasuresin-depthanalysisofcorporat
6、ebrandcommunicationsgivethecorrespondingrecommendations.Thisarticleincludesfourparts:Thefirstpartreviewstheresearchinwechatmarketingcommunicationsandsummarized.Thesecondpartofthewechatmarketingcommunicationtheoryaredescribedrelatedtointegration.Thethirdpart,in-depthexplanationandAnalys
7、isofthesignificanceandvalueofthewechatbrandcommunication.Thefourthpartdiscussesthewaywechatbrandcommunication,onthebasisofsuggestionsputforward.Keyword:Wechat,BrandCommunication,CommunicationStrategyWrittenby:QionglingLiSupervisedby:XinminYangII......目录绪论.............................
