浅析微信公众号盈利模式对消费者心理的影响_英语论文

Analysis of the Influence of WeChat Official Accounts’ Profit Model on Consumer Psychology  

摘要

微信公众号是开发商或商家在微信公共平台上申请的应用程序帐户。通过这一举措，账户持有者可以在文本，语音，视频等方面与具体的人员进行沟通。互联网时代已经正式将微信公众号作为电子媒体融入到我们的日常生活中。在互联网经济的刺激下，微信公众号逐渐形成了自己独有的盈利模式，而从信息传播过渡到盈利，这一转变势必对消费者心理产生一定的影响。企业要想卓有成效的开展微信公众号营销活动，就必须了解和把握网络消费者的特征，分析消费者的消费心理动机，密切关注微信公众号盈利模式对消费者心里的影响，从而调整其盈利模式。

本文将简单介绍微信公众号的背景和发展现状，着重分析其盈利模式，从国际化视野出发，重点研究盈利模式对中国本土消费者、在外国的中国消费者、在中国的外国消费者三种消费者心理的影响，比较其积极影响和消极影响，进一步剖析微信公众号盈利模式所产生的效果，并提出可行性建议促进其进一步发展。

关键词：微信公众号  盈利模式  消费者心理  

Abstract

WeChat official account is the application account applied by the developer or business in Wechat on public platform. Through this move, account holders will manage to communicate with specific people in the text, voice, video and other aspects. In the face of the Internet era, WeChat official account, as the electronic medium, is being integrated into our daily life. Under the stimulation of the Internet economy, WeChat official account gradually establishes its own profit models. The transition from information dissemination to profit is bound to have a certain impact on consumer psychology. In order to carry out the marketing activities of WeChat official account, it is necessary for companies to understand and grasp the characteristics of the network consumers, analyze the consumer's psychological motive of consumption and pay close attention to the influence of the WeChat official accounts’ profit model on consumers’ mind to adjust the profit model.

This paper will briefly introduce the background and present situation of WeChat official account, focusing on the influence of their profit models to consumer psychology, via the perspective of internationalization, and mainly researches three kinds of influence, that are the effects of profit model on the consumer psychology of Chinese local consumers, foreign consumers in China and Chinese consumers in foreign countries, which aims to put forward feasible suggestions to promote its further development by comparing the positive and negative influence.

Key words: WeChat official account  profit model  consumer psychology

Contents

Chapter 1 Introduction 3

Chapter 2 WeChat Official Account and Its Profit Model 4

2.1 Definition of WeChat Official Account 4

2.2 Present Situation of WeChat Official Account 4

2.3 Profit Models 6

2.3.1 Advertising 6

2.3.2 Charge 7

2.3.3 O2O 7

2.3.4 Donation 8

2.3.5 Crowd-funding 8

Chapter 3 Theories of Consumer Psychology 10

3.1 Characteristics of Consumer Psychology 10

3.1.1 Find-self Consumer Psychology 10

3.1.2 Personalized Consumer Psychology 10

3.2 Characteristics of Consumer Behavior 11

3.2.1 The Return of Consumer Personality 11

3.2.2 The Difference of Consumer Demand 11

Chapter 4 The Influence of WeChat official Accounts’ Profit Model on Consumer Psychology 12

4.1 Case Study--What You Need 12

4.2 Analysis of Influence 13

4.2.1 Influence on Chinese Indigenous Consumers 13

4.2.2 Influence on Foreign Consumers in China 15

4.2.3 Influence on Chinese Consumers Abroad 16

Chapter 5 Suggestions on Future Development 17

5.1 Improve the Quality of Articles 17

5.2 Actively Participate in Interaction with Users 18

5.3 Pay Attention to Emotion 18

Chapter 6 Conclusion 19

Acknowledgments 21

References 22