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2014年1月,微信红包功能上线。短短两年间成为众多电视节目和商家青睐的营销方式。作为一种新兴事物,微信红包自身的兴起意味着其中蕴含着重要的营销意识。手机和互联网的结合让交互时代真正地到来了,受众掌握着产品命运。微信红包为受众的需求、商家的盈利、电视节目的运营打开了新的大门。但作为一种新兴事物,微信红包拥有庞大的社交关系网络、抓住用户情感需求等优势的同时,也有营销方式尚未固化为营销模式,发展路径不明朗的劣势。对于微信红包进一步的发展来说,机遇与威胁并存。只有在明晰微信红包蕴含的营销意识的同时,对其面对的机遇与威胁进行充分分析,才能使其发展得更为长久。
January 2014, WeChat red envelope function on the line. Just two years into many television programs and businesses favor marketing. As a new thing, the rise of WeChat red envelopes means that it contains an important marketing awareness. The combination of mobile phones and the Internet has really come to the interactive era, the audience holds the fate of the product. WeChat red envelopes for the needs of the audience, business profits, the operation of television programs opened a new door. However, as a new phenomenon, WeChat Red Packet has a huge network of social networks. While seizing the advantages of users’ emotional needs, it also has the disadvantage that its marketing mode has not yet been consolidated into a marketing model and its development path is uncertain. For the further development of WeChat Red envelopes, the opportunities and threats co-exist. Only in clarifying the marketing awareness contained in the WeChat red envelopes, the opportunities and threats they face can be adequately analyzed before they can be further developed.