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伴随互联网的普及和数据处理技术的进步,网络终端经济个体对信息传递的便捷化、数据化和智能化要求不断提高,信息消费量日益增多。在新的时代背景下,依托移动设备的新兴交流平台逐步取代传统媒介,满足信息消费需求,提高信息沟通服务质量,提升信息传递效率。微信作为新兴交流平台中的主要组成部分,具有移动互联网时代的信息传递特点。其中,微信作为移动互联网时代的典型代表产物,自2011年以来,微信以其信息传递的便捷化和娱乐化吸引大量移动客户端用户,满足用户沟通体验需求。市场经济环境下,移动客户端用户作为信息消费的主体,其沟通体验需求的满足,成为企业扩大市场影响力,实现营销目的,提升企业经营效益的重要途径之一。
With the popularization of the Internet and the progress of data processing technology, the terminal individual in the network has been experiencing increasing demands for the convenience, data and intelligence of information transmission, and the information consumption has been increasing day by day. In the new era background, relying on the emerging exchange platform for mobile devices to gradually replace the traditional media to meet the demand for information consumption, improve the quality of information communication services and improve the efficiency of information delivery. As the main component of the emerging communication platform, WeChat has the characteristics of information transmission in the mobile Internet era. Among them, WeChat as a typical representative of the era of mobile Internet, since 2011, WeChat with its convenient and informative messaging to attract a large number of mobile client users to meet the needs of the user communication experience. Under the market economy environment, mobile client users, as the main body of information consumption, satisfy their communication experience needs and become one of the important ways for enterprises to expand market influence, achieve marketing goals and enhance their business efficiency.