The Analysis On The Commercialization Of We Media From The Perspective Of Integrated Marketing Communications

The rapid development of mobile Internet technology changes the ecological environment of the media,and appears a large number of We Media,which make advantages of the Internet technology to refine and affect the mass communication activities-“media means Message” considered by communication scholar McLuhan,for the industrial chain of the reconstructed media,the appearance of the new form of the media,it’s not only an information dissemination platform,but the We Media organization produced by the content of the media,actually the unified integration between Media and information.The development and change of the new media in this era is not only the media revolution in the field of communication,but has an important impact on social change.This paper is divided into five parts.The first part introduces the research background and its significance and the general statements of the domestic and oversea concepts including in the paper,as well as the research methods and technical routes and the innovation appeared in this paper.The second chapter sorts out and subdivides the concepts in different periods and contexts through the statement of the evolution of We Media and the concepts,and further identified the discussing contexts and definition ranges of the concepts of We Media,and finally on the stage from the media attribute and classification the detailed research;The third chapter is the whole point of the paper,analyzing the production and development as well as the pectination of the theories of the integrated marketing communication,and the commercial operation mode and characteristics of We Media,the author also gives the analysis and study on the integrated marketing communication strategy from the commercial operation to the brand-creating of We Media.It puts forward the corresponding guidance and suggestions related to the paper.The fourth chapter summarizes the problems and countermeasures that may arise from the commercialization of We Media,and analyzes the future development trend of its commercialization path.The fifth chapter is the conclusive summary of this paper.