论文总字数：25599字

摘 要

互联网时代的迅猛发展和移动智能终端及社交APP的普及，推动了微信微商电子商务模式的开展。在微信微商的独特的商务模式里，微信朋友圈成为微商广告的主要传播空间，也是微信微商消费者的主要接触媒介。我将使用访谈法与问卷调研法去获取微商以及微商消费者的体验，以此总结出微商目前存在的一些问题。

本文在微信微商的发展生态下，结合朋友圈广告受众接触方式的改变，独特的消费行为模式，以及微信微商目前衍生的一系列问题，提出微信微商接下来需要面对的问题并分析得出在微信微商新环境下广告的策略改进。

如今的微信微商电子商务模式逐渐壮大，其带来的效益是有目共睹，确确实实为许多经济基础差的商业团体提供了广告传播的空间与能力，并且为微商们带来可观的效益。也因此越来越多的商业团体对此趋之若鹜，盲目地引进微信微商电子商务模式，跟风制造扩散低质量且泛滥的朋友圈广告，对微信朋友圈比较私人的生态环境造成了广告商业污染。也因为微商群体数量巨大，其中鱼龙混杂，缺乏严格的监控管理制度，某些微商与消费者时有冲突发生。数量渐渐增多的微商负面效应累积，逐渐激起微信微商消费者与广告受众的抵触心理，对微商整体的科学发展，合理开发造成巨大的挑战。本文通过对问题的剖析结合微商消费者的消费模式以及消费特征，提出新的微商微信朋友圈广告策略，以此应对微商环境污染带来的挑战。

关键词：微信微商 ； 广告受众 ； 消费者行为模式 ； 广告策略

ABSTRACT

The rapid development of the Internet era and the popularity of mobile intelligent terminals and social apps promote the development of wechat business e-commerce model. In the unique business model of wechat business, WeChat ' space of friends becomes the main communication space of wechat business advertisement and the main contact media of WeChat business consumers. I will obtain wechat business and wechat business consumer experience by means of interviewing method and questionnaire inquiry , so as to summarize some existing problems of wechat business.

In this paper, under the development of WeChat business, combined with the change of the advertising audience 'contact mode in the space of friends, the unique consumption behavior pattern, and the current series of problems derived from WeChat business, the following problems to be faced by WeChat business were proposed, and the advertising strategy improvement in the new environment of WeChat business was analyzed.

Today's WeChat business e-commerce model is gradually growing, and the benefits it brings are obvious to all. It indeed provides the space and ability of advertising communication for many business groups with poor economic foundation, and brings considerable benefits for wechat business. Therefore, more and more business groups have followed the trend and blindly introduced the WeChat business e-commerce model, followed the trend and created low-quality and rampant space of friends 'advertising, which caused commercial pollution to the private ecological environment of WeChat 'space of friends. Also, wechat business has a large number of people, and there is a lack of strict monitoring and management system. Therefore, some wechat businesss have conflicts with consumers from time to time. The cumulative negative effects of wechat business gradually increase, gradually arousing the resistance of WeChat business consumers and advertising audiences, and posing great challenges to the overall scientific development and rational development of wechat business. By analyzing the problems and combining the consumption patterns and characteristics of wechat business consumers, this paper proposes a new advertising strategy for wechat business, so as to deal with the challenges brought by wechat business environmental pollution.

Key Words: Wechat business; Advertising audience; model of consumer behavior; Advertising strategy

目录

摘要 I

ABSTRACT II

第一章 绪论 1

1.1研究背景以及意义 1

1.1.1研究背景 1

1.1.2研究意义 1

1.2国内研究现状 1

1.3研究目的以及研究方法 2

1.3.1研究目的 2

1.3.2研究方法 2

1.3.3研究结果 3

1.4研究特色与创新之处 4

第二章 微商微信朋友圈生态现状 4

2.1互联网微信环境 4

2.2微商微信朋友圈的发展 4

2.2.1微商微信朋友圈广告的优点 4

2.2.2微商微信朋友圈广告的弊端 6

2.3微商微信朋友圈广告受众的接触模式 8

2.3.1 熟人传播 8

2.3.2 购物接触 8

2.3.3 其他方式 9

第三章 微商微信朋友圈消费者行为模式以及广告问题分析 9

3.1微商微信消费者行为模式 9

3.2影响微商微信消费者决策的因素 10

3.2.1自身环境地位相当的“熟人”消费者意见 10

3.2.2消费者自身对于微商产品的需求 11

3.2.3消费者对于微商产品的质量感知 11

3.2.4消费者对于微商购物的风险感知 12

3.3微商微信朋友圈广告衍生问题的提出与分析 12

3.3.1 微信微商引发广告受众的审美疲倦 12

3.3.2微信微商引发顾客的风险担忧越来越严重 13

3.3.3微信微商广告“熟人”传播者的滥用 13

第四章 微商微信朋友圈广告策略 14

4.1 充分利用移动互联网的便利性以增加双方的信任感知 14

4.1.1 及时的购物交流 14

4.1.2 及时的售后服务 15

4.2 适当增加微信朋友群广告的成本来提升广告服务质量 15

4.2.1 资金成本 16

4.2.2 时间成本 16

4.2.3 增加人力 17

致 谢 18

参考文献 19

附录 20

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