Research On Advertising Communication Of Wechat Moments

In the era of mobile internet,the subject status of people is greatly reflected.Especially for the new generation of mobile Internet people,their material life can be fully satisfied,and they are more inclined to pursue psychological and spiritual satisfaction,and pay more attention to the experience brought by consumption.Through the insight into the consumer scene,we can provide a satisfying experience for consumers.WeChat Moments advertising is consumer-centric,based on user scenarios and matching user needs,has become a new benchmark for the mobile Internet era advertising industry.Based on the development trend of WeChat Moments advertising,combined with the specific case of WeChat Moments advertising,this paper studies the advertising communication of WeChat Moments with relevant knowledge of communication,marketing and advertising.This paper first introduces the concept and characteristics of the scene and WeChat Moments advertising,reviews the development process of WeChat Moments advertising,and clarifies the reason why WeChat Moments advertising based on user scene.Secondly,this paper analyzes the three dimensions of the communication elements,communication environment and communication process of WeChat Moments,and how each part operates according to a certain mode.Then,this paper analyzes the consumer-centric core strategy of WeChat Moments advertising and the communication strategies in content,delivery and interaction.Finally,the paragraph analyzes the problems existing in the WeChat Moments advertisement,and proposes the optimization path accordingly.WeChat Moments advertising based on user scenarios,to meet user needs,to achieve a win-win situation between advertisers,WeChat and users,with the "Scenario Five Forces" related technology continues to develop,I believe that based on the scene of WeChat Moments advertising Has a broader space for development.