摘要互联网作为低门槛、快速高效的网络互动平台，改变了只有企业、公益组织或社会上层人物才能发起公益活动的现状，变成了全民参与的公益运动，网络技术的推进也让公益进入了“微公益”时代，各种各样的公益形式集中涌现。62406

本文将利用微信媒介平台的特性，从微信基本构型的角度分析公益传播的传播机制，通过对新媒体公益传播现状研究发现，新媒体自身的传播特点直接影响公益传播的效果，全面阐述微信的传播模式，结合微信公益传播的发展现状，探讨了微信因自身局限而存在的问题，并提出建设性对策，预测了微信公益传播的未来发展趋势，以期帮助微信公益

活动更好地进行精准性、专业化、交互性地传播。

毕业论文关键词:微信，公益传播，传播机制，公益诉求，传播模式

ABSTRACT  As a low threshold,fast and efficient online interaction platform,the Internet has changed the status of public welfare activities sponsored by the enterprise.In the age of new media,the core competence of communication is no   longer   "content   is   king",but the communication channel competition.Including such activities as "Smile challenge""Red envelopes of public""Reading for blind people"is becoming more and more.The diffusion of public information by WeChat have become more clear and effect of showing social platform specific mode of transmission.

    Using the feature of WeChat media platform,this paper expounds the public communication mode from the angle of basic configuration.It enriches the theory of traditional public communication.Through the current research situation  of  new  media  public  communication,we  realize  propagation characteristics of new media directly influence the effect of communication in the public interest,and the loss of function brings the negative influence to the public communication.Combined with the development of WeChat public,the paper discusses the problems of WeChat,which has problems because of their limitations.The research pided into separate components。

KEY WORDS: WeChat public communication,precise communication public appeal,communication mode

目录

第一章、绪论 5

1.1、问题的提出 5

1.2、研究意义 5

1.3、研究现状 6

1.4、研究内容 7

1.5、研究方法 7

第二章、移动互联网时代下微信公益的发展现状 8

2.1、微信公益传播的发展动因 8

2.2、微信传播与公益传播的契合点 8

2.3、公益基于微信传播的优势体现 9

第三章、微信公益传播的形成机制 11

3.1、基于微信平台的公益主体 11

3.2微信公益传播的相关内容 12

第四章、借助公共平台进行精准传播 13

4.1、精准营销精 13

4.2、建立“微网站”进行多媒体传播 13

4.3、通过微信群进行“红包”传播 13

4.4、基于微支付进行公益众筹传播 14

第五章、微信公益传播效果的社会呈现