我国手机微信广告发展刍议

On The Development of Advertising of Wechat over Mobile Phones in China

自2012年起,随着手机微信公众平台的正式上线,微信异军突起成为目前我国最为重要的广告阵地之一。但是,微信广告的真实性缺乏、垃圾信息过多等弊端也在微信的快速发展中逐渐显露出来。文章旨在对微信广告的发展进行分析,发现其存在的问题,同时尝试提出对策,并呼吁社会相关部门及有关人士对不法微信广告进行监管和控制,完善其管理体系,以有效净化手机微信广告的传播环境,促进我国手机微信广告业的健康发展。

Since 2012, when the public platform of Wechat over mobile phones began to be online officially, We-chat emerged unexpectedly and has become one of the most important advertising battlefields. While the rapid development of We-chat has also revealed such drawbacks as lack of authenticity, too much junk information etc. This paper aims at analyzing the development of We-chat advertising, finding its problems, trying to propose countermeasures and calling on the relevant departments to supervise and control illegal We-chat advertisements and improve its management system so as to effectively purify the propagation environment of Wechat advertisements over mobile phones and promote the healthy development of China＇s Wechat advertising industry over mobile phones.