摘要：近几年来，随着支付宝平台应用功能的日渐增多，各类新型移动支付方式以迅雷不及掩耳之势突然出现。 前年春节，也就是羊年春节的时候，“微信红包”首次与央视春晚合作，以独特的方式出现在公众的视野。也就是这一次的强强联合，让腾讯在与支付宝的红包大战中取得胜利。一夜间，微信财付通的用户绑定量激增，让腾讯赚了个盆满钵满。这一次堪称奇迹的营销不仅引来了腾讯老对手马云的关注，同时也引来了社会各界的高度关注。微信红包利用其强SNS 属性优势逆袭支付宝的事件在春节期间连续多日占据各大新闻头条。在微信红包火爆的背后，意着一种新的移动生活方式正在产生，但人们在使用的过程中也发现了它的一些弊端。本文通过对微信红包的特点、产生原因、优势和营销方法的分析，使人们更好地了解微信移动支付方式，同时通过分析微信红包的发展现状及其所存在的问题来阐述微信红包能否有一个更好的发展前景。50111

毕业论文关键词：微信红包；微信支付；移动支付；互联网

Analysis Development Status and Trends of Wechat Red Envelopes

Abstract：Recent years,with the increasing application of Alipay platform function,various types of new mobile payment methods have emerged with the suddenness of thunderbolt. The year before last Spring Festival,which is the year of the sheep in the Spring Festival,Wechat Red Envelopes for the first time in cooperation with CCTV Spring Festival Evening Show,it appears in a unique way in public view. It is this powerful cooperation that makes Tencent achieved success in the Red Envelopes Wars with Alipay. Overnight,the number of users of Wechat Money Tenpay increased sharply,which has lined the pockets of Tencent.This is a miracle of marketing,which not only attracts the attention of the Tencent's old rival Ma Yun,but also attracts the attention from all walks of life. Wechat Red Envelopes makes use of its property advantage to counter attack Alipay ,which accounts for each major news headlines for days during the Spring Festival. Behind the Wechat Red Envelopes fiery ,it means that a new mobile lifestyle is generated,but people also found some problems of it in the process of using. This essay through the analysis of the characteristics,causes , advantages and marketing methods of the Wechat Red Envelopes to make people better understand Wechat mobile payment;through the analysis of the current situation of the development and existing problems to illustrate whether it will have a better development prospects.

Key Words: Wechat red envelopes; Wechat pay; Mobile payment; Internet

目    录

摘  要 1

Abstract 1

一、微信红包概述 2

（一）微信红包的来源 2

（二）微信红包的特征 3

（三）微信红包出现的背景及原因 3

二、微信红包的发展现状 4

（一）微信红包的使用群体分析 4

（二）微信红包的营销方法及影响力分析 5

（三）微信红包的营销状况 6

三、从传播学角度解析微信红包走红的原因 7

（一）微信红包有其特有的传播优势 7

（二）微信平台为微信红包的传播提供了强有力的支撑 8

（三）微信红包的传播模式能满足用户的不同需求