Research On The Phenomenon Of WeChat Lucky Money’s Propagation

In recent years, with mobile phones, blogs and other media as a representative of China’s new media industry is the integration, mobile, micro-propagation direction high-speed and sustainable development. New media and social movements geared more and more closer to and receives extensive attention. Network of liberalization and violent prairie fire brought the relationship of the new media development can be extended, began changing from full acceptance of the initial form into the community, community interaction and sharing of information.Not only the ocean is 2014 January 26 is micro letter envelopes for the first time on-line appeared in public view. Thus, "grab a red envelope" quickly became popular in the new year’s laughter become synonymous with micro channel and sheep in Spring Festival Gala cooperation "shake a shake" perfect combination "red war" push the top, visible, micro letter envelopes as big data Era Mobile Payment client innovation leader, "Spring Festival evening show red+" perfect partner became popular on the Internet for the interpretation of a "living room", and the new business model is also emerge in endlessly, the o2o mode maximum excitation of the majority of users to participate in, and in the audience Good marketing effect is formed within the range of mobile payment has also ushered in the warm spring.This article looks at the new media environment to study the phenomenon of micro-red hot places in recent years, first on micro-red analysis of the propagation characteristics and internal functions, and compares it with paper envelopes of the traditional Spring Festival, focusing on micro-red crazy reasons, from the angle of communication theory, behavior, motivation, communication strategies, relationships, the user needs more analysis.