社会化媒体下的内容营销策略研究——以微信公众号为例【摘要】随着信息时代的到来，消费者不再只是被动地接受品牌信息，他们开始通过社交媒体以及强大的社交网络主动搜寻对自身有价值的信息。于是，通过共享有价值的传递产品信息的内容营销逐渐成为大部分企业的战略选择。在以分享经济、粉丝经济为主的时代，内容驱动成交，通过高质量并且能引起用户情感共鸣的内容吸引用户，引发兴趣购买。随着社交媒体在人际交往中占据越来越重要的地位，社交内容电商潜力无限。本文将以基于微信公众号平台的内容营销为研究对象，通过查阅资料和个人实践分析目前的内容营销特点、常用策略。最后结合案例和调查问卷了解用户对微信公众号内容营销的感受，分析总结当前微信公众号内容营销策略存在的问题，以微信公众号内容营销能持续良性发展，获得消费者信任为目标，提出个人建议。【关键词】社交媒体；内容营销；微信公众号 Research on Content Marketing Strategies under Social Media——Take WeChat public account as an example【Abstract】With the advent of the information age, consumers are no longer just passively accepting brand information, they are actively searching for information that is valuable to them through social media and their powerful social networks. As a result, content marketing through sharing valuable product information has gradually become a strategic choice for most companies. In the era of fan economy and sharing economy, content-driven transactions, attract users with high-quality content that can resonate with users, and trigger interest purchases. With the increasing importance of social media in interpersonal communication, the potential of social content e-commerce is unlimited. This article will take the content marketing based on the WeChat public account platform as the research object, analyze the current content marketing characteristics, common strategies, and issue questionnaires to understand some WeChat users' ideas on WeChat public account marketing through c...
