b2c电商官方微博和微信公众号传播机制比较-研究

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

2、ssionalspreadingplatformforthecorporation，theE-commercegivesbirthtoofficialMicro—blogandtheofficialWechat，leadingtoB2CE—commerceattachingtoInternet．Therefore，moreandmoreB2CE—commercechoosetouseofficialMicro—blogandtheofficialWechattospreadthecultureofthecorporation，stre

3、ngthentheboundtotheuser，hencetheattachmentandloyaltytothebrandofB2CE．commerce．TheuseofMicro—blogandofficialWechatisnotonlytheexplorationofthespreadingmethod，butalsotheexhibitionofthemarketingvaluesbesidestheinformationspreading，newspublicityandmediainteraction．Thisisano

4、therfeatureofthenewmediadifferingfromthetraditionalone．That’Stosay,thenewmediaisnotlimitedtosociallevel．What’Smore，itisabrandnewmarketingmethodbasedonthetechnologyofnewmediaandwirelessconnection．Itwillevenbethemainformofnetworkmarketing．Sofar,theresearchoftheMicro—bloga

5、ndWechatbecomematurewithnumeroushighqualifiedstudiesandthecombinationwithothersubjects．Thesestudiesdidnotconfinethestudyofthenewmedia，butdiscussedthepropagationcharacteristicsofthemicro—blogandWechatinotherareasincombinationwithotherdisciplines．Thispaperisalsobasedonthe

6、e-commercemarketing，morefocusingontheanalysisofthespreadingmodeofMicro·—blogandWechatinB2CE—·commerceandmoreemphasizingoncomparativestudieswhichappearsfewinpreviousstudies．ThispapertakesB2Ce—commerceasabreakthroughtoanalyzethespreadingmechanismoftheofficialMicro-·blogan

7、dofficialWechatThispapertakesB2CE·-commerceastheresearchingsubject，discussingthespreadingmechanismofofficialMicro—blogandofficialWechatcomparatively．Thewholepaperisdividedintofourparts．Thefirstpartdefinestherelevantconceptsandsummarizesthesituationoftheuseofthesetwomedi

8、a．Thesecondpartanalyzesthedifferencesbetweenthesetwo万方数据mechanismsonthebasisofcontentanalysisandcasestudy．Thet