1、学校 代 码10459学号或申请号 201312071111密级硕 士 学 位 论 文微信海外营销传播策略研究——以东南亚市场为例 作 者 姓 名: 赵林潇导 师 姓 名: 周宇豪学 科 门 类: 文学类专 业 名 称: 传播学培 养 院 系: 新闻与传播学院完 成 时 间: 2016 年 3 月 A thesis(dissertation) submitted to Zhengzhou University for the degree of Master(doctor) Study on the Marketin
2、g Communication Strategy of WeChatOverseas——Southeast Asia Market for Example By Linxiao Zhao Supervisor: Prof. Yuhao Zhou Communication Studies Journalism and Communication School March ,2016 摘要2011 年初,腾讯公司推出了一款移动即时通讯应用——微信。根据腾讯公司官方发布的统计结果,微信 2015 年底全球月活跃用户量已达 6.9
4、因此,本文选取微信海外营销较为成功的东南亚市场为研究样本,利用文献分析和案例研究等方法,结合传播学和营销学的相关理论构建了微信海外营销传播策略的分析模型,从团队建设、市场策略、受众策略和营销策略四个方面对微信在东南亚市场上的营销传播实践进行分析和梳理,深入挖掘其营销策略的成功经验,以期进一步深化微信海外营销的理论基础和传播机制,为微信的海外营销传播提供合理有效的优化建议以及为其他有意愿拓展海外市场的媒体企业提供参考和借鉴。关键词:微信;海外发展;营销传播策略;东南亚市场; I AbstractIn earl
5、y 2011,Tencent Corporationlaunched a mobile instant messagingapplication - WeChat. According to official statistics released by Tencent, up to theend of 2015, the global monthly active users of WeChat has reached 697 million,forthe first time more than 639 million users o
6、f mobile QQ, and it became the mostpopular mobile instant messaging software in China. The product orientation ofWeChat is not only to be the first-class mobile social software,but also to become animportant weapon which helps Tencent towards internationalization. After W
7、eChatwas listed in the stock market, the company Tencent has set up an overseas team forthe expanding of overseas users, which helps to realize its global strategic target.However,the path of overseas marketing of WeChat has not been easy. In theEuropean markets, WeChat w
8、as defeated by WhatsApp; in the Asian market, WeChatsuffered strong competitors - Japan's Line a