基于微信的手帕纸品牌传播策略研究——以福建大学生为例

摘要

The emergence of WeChat injects new transmission power for the development of social media,which provides a new communication platform for brands.WeChat disseminates realtime interactive information in your circle of friends.WeChat joins with Tencent and other social application platforms,providing the ideal environment for brand communication.We carried out advertising investigation which aimed at college students by qualitative and quantitative research method.In order to understand student group's attention of a situation on handkerchief paper brands in WeChat,combining with the characteristic of WeChat platform for information dissemination.We putforward handkerchief paper brand communication strategies based on WeChat platform.%微信的出现为社会化媒体的发展注入新的传播力量,为推广企业品牌提供了新的传播平台.微信在强关系圈群中进行即时互动的信息传播,微信联合腾讯其他社交应用平台,为品牌传播提供了理想的环境.文章针对福建省大学生运用定性和定量的调查方法进行广告调查,了解学生群体在微信上对手帕纸品牌的关注情况,结合微信平台信息传播特点提出了基于微信平台的手帕纸品牌传播策略,提升手帕纸品牌的好感度,促进其产品销量.