摘要
微信作为一种新型移动通讯软件,有着全新的媒介功能和传播特性。本文在界定品牌传播与微信概念的基础上,结合最新微信版本,对微信传播的特性及优势做了理论诠释;选取具代表性微信品牌传播案例进行应用价值分析,并提出了微信品牌传播的策略要点;最后,对企业增强微信品牌传播力提出了一些建议。
Micro letter as a new mobile communications software, has a new media capabilities and propagation characteristics. Based on the definition of brand communication micro-channel concept, combined with the latest micro-channel version, features and advantages of the micro-channel spread made a theoretical interpretation; select representative micro-channel brand communication case to apply value analysis and proposed strategies micro-channel brand communication points; and finally, for enterprises to enhance brand communication power micro-channel made a number of recommendations.
出处
《设计》
2015年第17期29-31,共3页
Design
基金
华东理工大学本科教育教学改革立项建设项目(批准号:校教2014-18号)
华东理工大学网络教育研究项目(批准号:WJY2014002)研究成果之一
关键词
微信
品牌传播
应用策略
WeChat Brand communication Application strategy
