浅析微信广告发展策略

On Strategy of Wechat Advertisement

微信是智能手机用户最重要的一款手机APP,伴随着微信的兴起,微信广告已经渗入人们生活中。文章分析了微信广告的发展现状、内容、特点和传播力度,指出了微信广告的发展面临着用户黏性过低、虚假违法广告泛滥、创意不足、成效不佳的困境,提出微信广告需要坚持用户至上原则、完善法律规范与配套规章制度、提升广告创意和培养忠诚用户的发展策略。

Wechat has become an important APP for smart phone users. With the development of Wechat, Wechat advertisement has already entered into our daily life. The author analyzes the current situation, substance, characteristics and communication influence of WeChat advertisement, pointing out the development dilemma of WeChat advertisement, such as low customer loyalty, false or illegal advertisement, lack of creativity and poor advertising performance. Finally, the author puts forward the developing strategy of WeChat advertisement, i.e., adhering to the principle such as customer first, improving relevant laws and regulations, promoting the creativity of the advertisement and cultivating customer loyalty＂.