Dynamic Mechanism And Strengthen Strategies Of Advertising Communication At Social Networking Platforms

With Web2.0 era, the social networking platform go into overdrive. In our country, Kaixin, Renren become fashionable for a time, The development of Weibo and Weixin are strong. In the attracttiong of social network platform’s large user base, more and more companies choose to advertise on this platform. "Tingyi iced tea charm spilt!" on Renren is a successful case. In academia, though the study on social networking platform marketing model, and Internet advertisement is rising, there is a lack of he study of advertising communication on social networking platform. This article attempts study the dynamic mechanism of advertising communication on social networking platform, using the method of literature review, logical analysis, case study, in the perspective of communication. First of all, An overview of the social networking platform advertisement, and found that social networking platform on the spread of advertising has a unique value and advantages. At the same time, analyzes the AISAS theory application in the advertisement, pointed out that this theory under the background of web consumer behavior model, used in the advertisement can gradually promote consumer attention, interest, search of advertising information, which in turn cause purchase and sharing. Secondly, using the AISAS theory analyzes the social networking platform power factors and process of advertising communication, points out that the social networking platform advertising has active spread from companies and from the power source for the spread of advertising information. the consumer’s attention is kind of start force of advertising information dissemination, the interest of consumer is the promoter of social network advertisement, the consumer information search behavior is the spread of social network advertising accelerator, consumer buying behavior is an important node, advertising information dissemination in the success of consumer information share is the driving force for the broadcasting process cycle play effect. In the process, the author analyzed AISAS each link, the social networking platform advertising is how to achieve this dynamic process, and points out that social networking platform in order to achieve the transmission power must have what kind of qualities. In the third chapter, the author uesed AISAS theory to social networking platform on the success of advertising communication, sun yue big city "reality calendar PK" advertising campaign in a successful propagation of the net when the magic were studied. Spread from the particularity of the case for the success of the dynamic process, verify the advertisement on social networking platform dynamic mechanism of the rule. Essentially, recession is a kind of strengthen. In the fourth chapter, the author on the basis of dynamic mechanism study for the strengthening of the social networking platform advertisement and recession. Research indicates that, the strengthening of the communication effect needs a "dongfeng" is with the aid of social hot issues, it is to play a "water army," the spread of power, it is to make opinion leaders spread positive energy, four is build continuation, lasting positive word-of-mouth. Social networking platform recession of advertising communication mainly due to their own problems in the process of advertising communication, such as the brand construction is not perfect, imperfect advertising strategies, advertising information content and improper encoding, and subjective attention of consumers, such as information fatigue, competition for other similar goods, consumer spending habits. In the fifth chapter, based on the AISAS theory, the author reaserched the social networking platform advertising communication success stories- Chaoyang Joy "real calendar PK" campaign which successfully spread. We found that the success of "reality calendar PK" is to avoid the factors that led to recession of advertising communication at social networking platform, and rationally use social networking platforms to achieve the dynamic mechanism of advertising communication in order to achieve the strengthening effect product. The last chapter, based on the analysis of the social networking platform advertisement, with the aid of dynamic real-time update of the industry, the author put forward his own opinions for the future development of the social network advertisement strategy. The author believes that in the future with the development of mobile Internet, and social networking platform advertising competition intensifying, social networking platform advertising will need further innovation in content, media further consolidation, to conforms to the development trend of mobile in the interactive communication aspects. Therefore, social network advertisement can meet user’s demand, and achieve the maximization of advertising communication effect.