学 号： 2012073152

课 程 论 文

基于新媒体环境下的招商银

题 目

行微信营销

学 院 专 业 班 级 学生姓名 指导教师

文学与新闻学院

广告学 12广告一 陈今雄 刘小桃

2015 年 1 月 4 日

目录

摘要- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 1 关键字- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 1

1、背景分析- - - - - - - - - - - - - - - - - - - - - - - - - - - -2

1.1企业简介 - - - - - - - - - - - - - - - - - - - - - - - - - - -2 1.2案例介绍 - - - - - - - - - - - - - - - - - - - - - - - - - - 2 2、新媒体概述- - - - - - - - - - - - - - - - - - - - - - - - - - - 3 2.1新媒体简介- - - - - - - - - - - - - - - - - - - - - - - - - - 3 2.2微信介绍 - - - - - - - - - - - - - - - - - - - - - - - - - - 3 3、理论分析- - - - - - - - - - - - - - - - - - - - - - - - - - - -4 3.1由新媒体的特征入手分析- - - - - - - - - - - - - - - - - - - - 4 3.2企业优势分析- - - - - - - - - - - - - - - - - - - - - - - - -6 4、案例评析- - - - - - - - - - - - - - - - - - - - - - - - - - - - 7 4.1案例评价- - - - - - - - - - - - - - - - - - - - - - - - - - -7 4.2改进建议- - - - - - - - - - - - - - - - - - - - - - - - - - -7

5、参考文献- - - - - - - - - - - - - - - - - - - - - - - - - - - - 8

基于新媒体环境下的招商银行微信营销

陈今雄

（2012级广告学一班）

摘要： 随着社会经济的不断发展，各种形式的交流更加频繁，各类新媒体例如博客、微博、微信等新型网络交互平台逐渐渗透每个人的生活之中。新媒体被更加广泛的应用到社会发展的每个角落，对社会政治、经济、文化等多个方面都产生了重要影响。而招商银行抓住时机，转化社交场景，借势新营销机会，以微信服务号重新定义“服务即营销”理念，强化自身基于年轻态的互联网消费品牌形象，堪称互联网与新媒体联合转型的实践蓝本。而本文即以招商银行微信营销事件为切入点，以新媒体的相关理论剖析此案例，在传统视角的基础之上，更深层次的分析新媒体环境之下的典型广告案例。 关键词：新媒体、招商银行、微信、交互。

Abstract：With the continuous development of social economy, various forms of exchanges

become more frequent, all kinds of new media such as blogs, micro-blog, Micro message and other new network interaction platform gradually penetrate everyone's life. New media is more and more widely applied to every corner of society development, have had a significant impact on many aspects of social politics, economy, culture etc.. And China Merchants Bank seize the opportunity, the transformation of social scene, with new marketing opportunities, to Micro message service number Re definition of \marketing\brand image, modeled on the Internet and new media practice is combined with the transformation of the. This thesis takes China Merchants Bank Micro message marketing event as the breakthrough point, theories related to new media analysis of the case, on the basis of the traditional perspective, a deeper analysis under the new media environment typical advertising cases.

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