宜家微信公众号对其自身品牌形象的影响

论文总字数：11051字

摘 要

微信作为人们生活中不可或缺的社交软件，其作用不仅仅是作为聊天工具，随着微信用户的增长，它的商业价值也在日益剧增。自微信推出公众号后，越来越多的商家与品牌进驻公众号，利用其点对点或点对面的方式，将独特，具有针对性的内容传给受众，从而形成品牌效应。本文将以宜家为例，分析其微信公众号的订阅号以及服务号，探究微信公众号对品牌形象维护的意义及作用。

关键词：微信公众号 品牌效应 宜家

Abstract: As an indispensable social software in people"s lives, WeChat is not only used as a chat tool, but its business value is also increasing rapidly with the growth of WeChat users. Since the launch of the WeChat account, more and more businesses and brands have entered the Wechat account, using their peer-to-peer or point-to-point approach to deliver unique and targeted content to the audience, thus forming a brand effect. This article will take IKEA as an example to analyze the subscription account and service account of the WeChat public number, and explore the significance and role of the WeChat public number on the brand.

Keywords: wechat ，brand effect ，Ikea

目 录

一、引言·······················································4

二、文献综述···················································4

三、微信的发展状况·············································5

（一）微信公众号的发展状况·····································5

（二）公众号的分类——订阅号，服务号，企业号···················5

四、IKEA宜家微信公众概况·······································6

（一）服务号——宜家俱乐部概况·································6

（二）订阅号——宜家家具概况···································7

（三）两平台信息传播的异同·····································7

五 、微信公众号对宜家品牌的影响································7

（一）服务精准，增强受众粘性···································8

（二）沟通，及时应对危机·······································9

（三）风格统一，建立与辅助品牌调性·····························9

六、存在问题··················································10

（一）内容重复性高············································10

（二）信息传播不具开放性······································10

七、宜家微信公众号的发展对策··································11

（一）注重功能开发············································11

（二）增强与消费者的互动······································11

（三）提高文章质量，把握推送时机······························11

八、对其它企业运营微信公众号的建议····························12

结论··························································13

参考文献······················································14

致谢··························································15

一、 引言

据统计，微信公众号是将近十亿人每天会浏览的信息，它是个体原创内容的展示平台，是各个品牌用以服务消费者的平台。微信公众号独特的传播模式——以人际关系为纽带的传播模式，更好地实现了信息传播的个性化。与微博的开放性不同，微信公众号的受众一般都为特定的一群人，因此微信公众号成为了企业维护品牌形象，形成品牌效应并服务消费者的重要平台。宜家的公众号分为订阅号和服务号，凭借其知名度，宜家公众号拥有上千万的粉丝，该公众号的粉丝基数较大，获得的数据为自然数据，更具客观性，因此对于其它企业具有较强的借鉴意义。本文通过研究宜家两个公众平台投放的内容差异和功能差异来探究微信公众号对其自身品牌的形象的影响与意义。

二、文献综述

关于微信公众号的研究，能够查阅的文献有很多，但涉及到具体的企业公众号对其品牌形象所造成的影响的研究，却寥寥无几。为使文献综述能更深入且全面，笔者对有关微信公众平台的相关文献进行了归纳总结，主要归纳为三点：企业微信公众号内容营销的特点，企业微信公众号的优势以及新媒体时代品牌形象维护的策略。

微信公众号的内容营销大致可分为以下几个特点。1.内容有价值。微信公众平台作为一个以服务消费者为中心的平台，内容除了丰富以外，更需要有价值。没有价值的内容无法吸引消费者的阅读，只有提供有趣，且能满足消费者利益相关的内容，才能吸引粉丝的关注。2.与用户进行互动。微信公众号发文的传播，是点对面的传播，同时也是分裂式的传播。微信公众号发文的内容只有与用户产生互动，增加用户参与度才能更好地提高曝光率。3.用户主动式营销。企业微信公众号在提供相对专业的内容时，会引导用户主动对该内容定向地在微信搜索中搜索与传播。

企业微信公众号内容营销的优势具有一下几点。1.精准化。微信公众号可以对用户进行分组，对不同的用户群推送不同的内容，从而实现更精准有效的信息传播。2.互动化。微信公众号可接收并回复用户的评论与消息，能够让品牌充分利用受众的意见与建议从而更好地改善产品，规划未来。3.口碑化。微信不同于微博的开放，微信是基于“朋友圈”的熟人圈社交平台。通过好友的转发与分享，可造成微信公众号推文的二次传播，在提高了打开率的同时，也将品牌形象，企业文化让更多人所接受。

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