论文总字数：17733字

摘 要

微广告是以社交媒体平台为载体的广告形式，是继四大传统广告和互联网广告之后的又一重要广告形式。近年来，社交媒体发展迅速，微博、微信等社交平台的用户群随之壮大，微广告的市场份额逐渐增长，处于快速发展阶段的微广告也面临着许多机遇与挑战。在这一环境下，如何科学高效地结合平台特征，实施正确的运营策略，对于提升广告效果具有重要的现实意义。

本文结合了广告学、营销学和传播学等方面的知识，对相关理论进行了深入的学习。笔者从社交媒体出发，将微博广告和微信广告作为研究对象，对微广告这一广告形式进行了研究。第一章绪论，阐述了本课题的研究背景及研究意义。第二章总结了微广告和Feed广告的定义；介绍了社交媒体和微广告的发展历程；并通过微广告与传统广告的对比、微信广告与微博广告的对比，发现优势与不足。第三章结合案例分析微广告存在的问题，分成微博和微信两个部分进行探讨。第四章是针对上一章提出的问题，从广告主和平台提供商两方面提出相应的策略，以帮助微广告得到更快更好的发展，也方便日后在此领域的更系统化的研究。

关键词：社交媒体 微广告 微博广告 微信广告

Research on the Strategy of Micro Advertising in the Social Media

Abstract

Micro advertising is an advertising form based on the social media platform. It is an important form of advertising after the four traditional media advertising and Internet advertising. With the development of social media, the users of Weibo and WeChat have been growing, and the market share of micro advertising has been gradually increasing. But the micro advertising in the rapid development stage is faced with many opportunities and challenges. In this environment, it’s significant to use the correct operation strategies combined with the feature of platforms.

The paper makes a deep study to the relevant studies, combining the advertising, marketing, communications and other theoretical knowledge. Starting from the social media, it does the research of micro advertising and makes Weibo and WeChat advertisement as the research objects. In chapter 1, I mainly introduce the research background and research significance. In chapter 2, I summarize the definition of Micro and Feed advertising and introduced the development of social media and Micro advertising. Through comparing Micro advertising with traditional advertising and WeChat advertising with Weibo advertising, I find the advantages and disadvantages. In chapter 3, I analyze the problems existing in the Micro advertising combining case analysis. These problems are divided into Weibo and WeChat two parts discussed. In chapter 4, I put forward the corresponding strategies respectively from two aspects of advertisers and platform providers. It is aiming at the problems presented in the previous chapter. I hope it could help Micro advertising get better and give convenient for more systematic researches in this field.

Key Words: Social media; Micro advertising; Weibo advertising; WeChat advertising

目 录

摘要 I

ABSTRACT II

第一章 绪论 1

1.1研究背景 1

1.2研究目的及意义 2

1.3研究方法 3

第二章 社交媒体中的微广告概述 4

2.1微广告的概念 4

2.1.1社交媒体广告 4

2.1.2 Feed广告 4

2.2社交媒体与微广告的兴起 5

2.2.1社交媒体的发展历程 5

2.2.2微广告的商业化 6

2.3微广告的特点 6

2.3.1微广告与传统广告的特点比较 6

2.3.2微博和微信中微广告的特点比较 8

第三章 微广告存在的问题 11

3.1微博中微广告存在的问题 11

3.1.1“僵尸粉” 11

3.1.2粗暴推广 11

3.1.3 Feed广告的信息干扰 12

3.2微信中微广告存在的问题 12

3.2.1轰炸式推送 12

3.2.2内容直白，形式单一 13

3.2.3 Feed广告精度低，成本高 13

第四章 微广告的策略分析 14

4.1广告主理性化 14

4.1.1合理运用感性诉求与理性诉求 14

4.1.2合理选择广告投放平台 15

4.1.3合理排期，避免过度广告 15

4.1.4线上线下联动，延伸广告价值 16

4.2广告平台提供商专业化 16

4.2.1全面分析，精准定位 16

4.2.2完善广告效果评估体系 17

4.2.3创新广告增值服务 17

结束语 19

参考文献 20

致谢 21

1. 绪论

1.1研究背景

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