Research on the Wechat Advertising Value and the Profit Model
|School||Hunan Normal University|
|Keywords||wechat mobile internet profit model marketing communications advertising|
The rapid development of the science and technology creates the rapid prosperity of the new media economy. In the mean time, the popularity of the mobile instant messaging application products dramatically change the way people’s daily life interactions, and it quickly grows into a very popular emerging industry with a new look. Among them, Wechat, as a typical representative of the mobile internet instant messaging product, not only brings the enormous social value and spread value, but also contains a very considerable commercial value. But now, the profit model of wechat and its similar products is not perfect, even though there are huge user groups and a vast amount of information flow, wechat and its similar products are faced with the bottlenecks of the business model innovation and marketing innovation means of communication. Therefore, in the terms of wechat or its similar products, there are important theoretical and practical significances in the research on the wechat profit model and its advertising value.The study fist summarizes wechat and the instant messaging products industry, and lays a research background on the basis of brief description of the wechat development situation, product features and the competition of the similar products. Secondly, the study analyzes the multi-values of wechat, and analyzes the existence and development of wechat from the aspects of politic, economy and society. At the same time, we can find why wechat is profitable from the aspects of user, industry, company and product itself. Next, the study cites the Silaiwosiji profit model theory, and digs out the main profitability elements of wechat from the angles of profit source, profit point, profit leverage and profit barriers, and analyzes the main profit structure of wechat by drawing on successful experience of some applications which are similar to wechat. Finally, the study describes the possible enterprises marketing communication model and their own profit model now and in the future, and points out the characteristics and the revelation to the similar products, and makes the prospect of the future development trend of wechat and the similar products.