b2c电商官方微博与微信公众号传播机制比较研究

《b2c电商官方微博与微信公众号传播机制比较研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、万方数据两南大学硕士学位论文摘要AcomparativestudyofthecommunicationmechanismbetweentheofficialMicro-blogandtheofficialWechatAbstractWiththedevelopmentofIntemettechnologyandthetransformationofthetraditionalmediatotheothernewone，Micro-blogandWechatbecomepopular．Inorde

2、rtoprovideamoreprofessionalspreadingplatformforthecorporation，theE-commercegivesbirthtoofficialMicro—blogandtheofficialWechat，leadingtoB2CE—commerceattachingtoInternet．Therefore，moreandmoreB2CE—commercechoosetouseofficialMicro—blogandtheofficialWecha

3、ttospreadthecultureofthecorporation，strengthentheboundtotheuser，hencetheattachmentandloyaltytothebrandofB2CE．commerce．TheuseofMicro—blogandofficialWechatisnotonlytheexplorationofthespreadingmethod，butalsotheexhibitionofthemarketingvaluesbesidestheinf

4、ormationspreading，newspublicityandmediainteraction．Thisisanotherfeatureofthenewmediadifferingfromthetraditionalone．That’Stosay,thenewmediaisnotlimitedtosociallevel．What’Smore，itisabrandnewmarketingmethodbasedonthetechnologyofnewmediaandwirelessconnec

5、tion．Itwillevenbethemainformofnetworkmarketing．Sofar,theresearchoftheMicro—blogandWechatbecomematurewithnumeroushighqualifiedstudiesandthecombinationwithothersubjects．Thesestudiesdidnotconfinethestudyofthenewmedia，butdiscussedthepropagationcharacteri

6、sticsofthemicro—blogandWechatinotherareasincombinationwithotherdisciplines．Thispaperisalsobasedonthee-commercemarketing，morefocusingontheanalysisofthespreadingmodeofMicro·—blogandWechatinB2CE—·commerceandmoreemphasizingoncomparativestudieswhichappear

7、sfewinpreviousstudies．ThispapertakesB2Ce—commerceasabreakthroughtoanalyzethespreadingmechanismoftheofficialMicro-·blogandofficialWechatThispapertakesB2CE·-commerceastheresearchingsubject，discussingthespreadingmechanismofofficialMicro—blogandofficialW

8、echatcomparatively．Thewholepaperisdividedintofourparts．Thefirstpartdefinestherelevantconceptsandsummarizesthesituationoftheuseofthesetwomedia．Thesecondpartanalyzesthedifferencesbetweenthesetwo万方数据mechanismsonthebasisofcontentanalysisandcasestudy．Thet