The Soft Text Marketing Research Of WeChat Public Number

Although domestic scholars on the study of soft article,although many,but most of the traditional media on the soft article,the emerging media on the new media on the soft article little research,especially the WeChat official accounts of such a new platform.This paper attempts to start from the concept of soft article,using literature analysis,case analysis and text analysis to examine various marketing WeChat official accounts in hand,and then find out the existing problems,put forward the effective solutions.This paper focuses on the WeChat official accounts of soft article marketing research,mainly divided into five parts.The first part is the introduction,which mainly expounds the origin of the research and the practical significance of the study.This part of the research status at home and abroad,through summing up the academic research and soft article for marketing,the research direction is formed on the basis of these studies based on the research object and use the scientific method to do innovation perspective.For the concept of soft,respectively,from the field of news media norms,the field of public relations,advertising discrimination,through the analysis of the concept of soft article will be discussed in the field of advertising to define.This thesis includes four chapters,the first chapter first analyzes the WeChat official accounts marketing background,and the relationship between the public and the traditional marketing,WeChat marketing analysis,the concept that WeChat official accounts soft article marketing.In the second chapter,the author analyzes the marketing mode of WeChat official accounts soft article,and shows its basic mode by means of marketing pattern.Through the example of "Land Rover" soft article to analyze the realization of model function.The third chapter will be combined with the actual case marketing steps summed up in three steps,from the mining enterprises to the demands of soft article,and finally to the soft article release and effect evaluation,through the analysis of the steps,to further understand the WeChat official accounts,marketing should be how to operate.The fourth chapter mainly analyzes the problems and reasons of the WeChat official accounts soft article marketing,and puts forward the reform measures and the future direction of the innovation.This study found that the WeChat official accounts of marketing in the future development of new media will play an important role,and in the continuous innovation of media in a different aspect,in the technology of the blessing,for the unique existence of marketing,soft article marketing will also promote the perfection of the market economic system.