An Analysis Of WeChat Red Packet In The Perspective Of Communication Science

WeChat red since boarded the year of the sheep will be in the spread of the Internet to sing the protagonist, set off a wave of people grab a red envelope. WeChat red hot, in essence, is a proliferation of innovation on the mobile Internet activities. It is a kind of social relationships based on the structure of the Internet and the spread of the internet. The rapid development of the Internet has opened a new era of network consumption, people stay at home can enjoy the convenience and benefits brought by the network consumption. Youth groups with higher consumption desire and material basis, be familiar with network consumer, information networks have the ability to distinguish, and like to try new things, have these characteristics of the youth group has become the subject of network consumption. Internet consumption makes the youth groups from the way of life to the values of the great changes have taken place, on the other hand, the youth group's media choice preferences also affect the development trend of network consumption to a certain extent.The sheep in Internet red events as a starting point, through to review from the traditional red envelopes to the history of new social relations under the electronic envelopes, and Discussion on the communication strategy of electronic envelopes extremely social fun innovative humanization characteristic introduction to marketing to achieve the security of their own development. As a representative of the new media, WeChat's development can not copy the traditional media marketing model, only on the basis of the traditional media marketing, with its own development and the status quo combined to explore the way forward. So the research on the marketing mode of WeChat has great practical value and practical significance. WeChat red envelope to build a virtual and reality blend of communication environment, in the specific interpersonal communication process of the scope of the limited development, WeChat red for interpersonal relationship maintenance effect is remarkable. At the same time, WeChat red "strong interpersonal contact" obvious characteristics, social influence should not be underestimated. Although there is a certain mild social, rumors and social addiction and other issues, but the future of WeChat's positive influence will continue.