Communication Effect Study Of Wechat Of Newspaper Based On The Official ID Of WETECH

The number of users has been more than 300 million since WeChat launched in 2011. WeChat update versions constantly and develops rapidly. Therefore it has become a lifestyle. Meanwhile WeChat also can be an important tool that help media in transition increase communicating effect.The thesis aims to discussing reasons why We Chat can produce powerful communicating effect. The research combs the background of Mobile Internet, ecology and advantage of WeChat. And we conclude that WeChat is advantaged in monopoly and heavy use, while disadvantaged in excessive competitors and limited function of public ID. The thesis also interviewed a lot of WeChat users and learned their WeChat habit and attitude towards public ID.In addition, the thesis affirm the important influence of WeChat on users’ friends.In the micro aspect, the thesis uses the public ID WETECH which is the official ID of 21 st Business Herald as the sample, and analyses the its communicating effect from the number of audience and retweeting. Then we discuss the We Chat communicating effect of newspapers. The thesis suggests that newspaper can use WeChat reinforce communicating effect through strengthening content competitiveness, enhancing media mergence, and promoting integrated marketing communication.