基于社会化媒体的微广告研究

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1、万方数据重庆工商大学硕士学位论文ABSTRACTRESEARCHONⅣⅡCROADVERTISINGBASEDONSOCIALⅣ匝DIAABSTRACTMicroadvertisingisaformofadvertisingbasedonsocialmediaplatforms，andanimportantformofadvertisingfollowingthefourtraditionalmediaadvertisingandInternetadvertising．Withthedevelopmentofsocialmediaandthecontinuou

2、sgrowthofMicro—blogandWeChatusergroup，themarketshareofMicroadvertisingwillbelargerandlarger．Inordertogainmorethechancetocontactwiththeusers，enterprisesbegintopayattentionontheconstructionofbrandreputationandemphasizeinteractivecommunicationwithusers．Becauseofsocialmedia,tremendousch

3、angeshavetakenplaceinthewayofinformationtransmission，fromone．wayoutputtomulticommunicationmode，whichincludedonetoode，onetomany,andmanytomany．Socialmediaencourageuserstoparticipatein，toachievethepersonalizationandindependenceoftheusernetworkbehavior,whichalsoprovidesenterprisesconven

4、ientdegreetopropagateusers’reputation．Manycompaniestendtoadvertiseonsocialmediaplatform．However，themicroadvertisingisstillintheinitialstageofdevelopment,whichfacemanyopportunitiesandchallenges．Inthisenvironment,howtocombinethefeaturesofplatformscientificallyandeffectivelyandtoenhanc

5、etheeffectofadvertisinghasimportantpracticalimplications．Iftheadvertisingisnotappropriate，itwillnotonlyhavetheadverseeffecttotheenterprises．butalsototheplatformusers．Onlyforwardingintherightwayandimplementingcorrectoperationstrategy,theappealoftheenterprise，theuserexperienceCanbepro

6、moted．Inthepaper,weconductedin-depthstudyandsummaryonrelatedliteratureandmonograph；collectedthemicro-blogadvertisingandWeChatadvertisingsamples；madeacomparativeassessmentofoperationmainbodyandtheeffectoftheoperationprocess；combinedwiththeadvertising，marketingandsociology,andotherasp

7、ectsofthetheories．BasedonSocialMedia,weputmicro．．blogandWeChatadvertisementastheresearchobject．Throughthecaseanalysis，comparativeanalysis，sampleanalysis，H万方数据wemadeacomprehensivestudyofthemicroadvertising．Inchapter1，wemadeasimplesummaryofthedevelopmentofthesocialmediaandmicroadverti

8、sing，elaboratedthed