Study On The Communication Mechanism And Strategy Of WeChat Moments Advertisements

The WeChat team officially launched WeChat moments advertisement in January 2015,the ad in the form of information flow in the moments dynamic,users can choose to focus or hide.Since the WeChat moments advertising on the line,awaring of its potential business value,enterprises in the WeChat moments put into advertising for branding or product promotion has become a new trend in marketing.Based on the development trend of the current WeChat moments advertisement and the change of the new media environment,the author uses the methods of literature analysis,case study and data analysis to carry out all-round research on the mechanism and strategy of WeChat moments advertisement.The article briefly describes the WeChat moments advertisement from the emergence to the development of mature basic profile,on the basis of it,the author summed up the communication advantages of WeChat moments advertisement,including precise delivery,many and more active users,"acquaintance" and event marketing.After a large number of case studies,combining with related theories,we get the basic communication process and communication strategy of WeChat moments advertisement.In the research of communication process,we focus on the two modes of precise communication and word of mouth communication.In the study of communication strategies,the author analyzes the three aspects: the audience centered strategy,the content marketing strategy and the relationship marketing strategy.Through the questionnaire survey data on consumers that in the communication process of WeChat moments advertisement exists some problems,such as relatively rough,users privacy security bad questioned,WeChat moments advertisement content and form relatively simple.Then from the three dimensions togive the corresponding solutions of the future WeChat moments advertisement communication,including the perfect data model,provide security platform,rich the content and form of WeChat moments advertisement.Finally,the author prospects the development prospect of WeChat moments advertisement.It foreseen the WeChat moments advertisement will become an important form of future advertising and marketing,verified the WeChat moments advertisement is based on the long tail theory of new media advertising mode,reiterated the important supervision effect of "gatekeeper" in the development process of WeChat moments advertisement.