Research On The Design Of WeChat Advertising Experience Scene

With the continuous evolution of mobile network technology,people have entered the era of mobile Internet.Technology is continuously meeting people's basic needs and reducing unnecessary labor time.This has changed people's daily work and life,and also derived many mobile terminal apps to meet people's daily needs,and people's consumption habits are gradually transitioning to mobile terminals.Mobile social platforms have become fertile ground for advertisers to promote their brands,and WeChat has entered the advertiser's vision with more than a billion user traffic.Advertising is a mutually beneficial way to help users build brand impressions and help advertisers with brand promotion.How to use advertising for effective brand promotion and product sales is an issue that advertisers need to solve.How to find the right product through advertising is a demand generated by users.In addition,product sales and brand promotion are a process of information dissemination.Advertisers put forward demand for brand promotion and product promotion.Service providers responsible for advertising planning and delivery and traffic owners with a large number of fans are used to connect advertisers and users.In the intermediary,users gain product awareness,generate brand favorability,and generate purchasing behavior through participating in the process of advertising experience scenarios.First,this article explains the concepts of WeChat advertising,user experience,and experience scenarios and analyzes the connection between design and user experience and experience scenarios.It summarizes the categories of advertising topic scenarios,brand story scenarios,reading scenarios,and life scenarios.Based on literature,cases,and network data,the characteristics of WeChat advertising experience are summarized.Second,design the WeChat advertising experience scene,build a research framework for the experience scene from the experience design expectations,events,and impact dimensions,and interpret the different dimensions from the perspective of communication science;from the advertisers,service providers,traffic owners Analyze from the perspective of users and strengthen the spreading effect of WeChat advertising;optimize the advertising content of friends circle,public account,mini-program,and Tencent to enhance the design path of experience scenarios;Finally,propose three WeChat advertising experience scenario design paths Issues that need to be addressed include user experience,user privacy,and industry competition.Through the analysis of the new media technology,the development trend of the advertising experience scene is discussed and the optimization method of the design path is proposed.