微信营销与网络行为文化研究*

微信是一种即时的多功能通讯工具,也是一种在移动互联网基础上产生的新的社会化媒介,更是一种网络营销 手段,其传播学方面的正面意义与社会价值早已为人们所熟知,而在对网民的行为文化影响方面,微信的影响力也不容小觑。 文章将从传播形态、营销方式等方面,就“微时代”网络行为文化进行探究。

Study onWeChat Marketing and Network Behavior Culture

WeChat is a kind of multi function instant communication tool, that is a new social media based on the produce in the mobile Internet. WeChat is also a kind of tool for network marketing, the positive significance in communication aspects and social values have long been known for the people. But in the aspects of cultural influence on the behavior of the netizen, the negative influence can not be underestimated. This text will focus on the "micro era" network behavior culture inquiry from the form of communication, marketing and other aspects.