| WeChat,launched in 2011 by Tencent group,is a mobile social application,its main slogan is "WeChat,is a way of life".WeChat users have brokenthrough six million rapidly in five years,it let WeChat become the most popular mobile applications,also the most important tool of enterprise marketing.WeChat friends circle as the most revolutionary significance application function of WeChat,is the concentrated reflection of WeChat's interactive and social function.Since the WeChat friends circle for the first time,in January 25,2015,pushed out Coca-Cola,Vivo smartphones and BMW advertisement,WeChat friends circle ‘s advertising value and the effect is amplified.WeChat friends circle ads naturally let into people's lives,and become a part of life.WeChat friends circle's advertising communication strategies become the individuals,businesses and government units' important concerns.In this paper,by means of Mr Chen junliang's media communication strategy research theory,integrates with the use of Sociology,Marketing theory and Communication Studies,to research WeChat friends circle of advertising communication strategy.This paper starts from the characteristics of WeChat friends circle,then has a comparative study on WeChat friends circle‘s strengths,weaknesses,opportunities and threats of advertising communication.Then the paper analyzes WeChat friends circle's advertising media strategy,mainly from the choices of a product or service,when and where to push out the advertisement,and the media mix strategy four aspects,prominenting the features of We Chat friends circle when it comes to media chosing.Finally,the insufficient of WeChat friends circle in the development of advertising is concerned,and some constructive suggestions put forward.This paper hopes that through the study of advertising communication effect of WeChat friends circle,it can provide some references and thinkings for individuals' and enterprises' marketing. |
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