Research On The Construction And Application Of The Influence Assessment Model Of Wechat Official Account On Publishing Houses

The Wechat Official Platform(WOP)which is characterized by precise positioning on marketing and service,high efficient transmission and arrival rate of information has been widely accepted by numerous industries since its proposition.Establishing WOPs for the purpose of marketing has gradually become a new method that attracts the attention of the publishing industries.However,for most of the publishing houses,it is not too long to establish their own WOPs and the running of WOPs is still in the initial stage,thus how to promise the goodness of the publications,the formal spreading ways,the effective spreading effects have triggered the concerns of insiders and been a focus that should be considered during the development of WOP marketing.Based on the Influence Formation Theory,an intact,targeted and feasible system was established in this thesis for assessing the influence of WOPs operated by publishing houses.The running effect of WOPs operated by publishing houses was assessed and the existing problems were figured out and some related suggestions were proposed.The work conducted in this thesis is significant for promoting publishing houses to pointedly modify the running strategy of WOPs.Firstly,the background and significance of this research were introduced,and the study contents and utilized research method were stated.References which are related to this thesis were reviewed.Secondly,based on the Influence Formation Theory and the industry characteristics of publishing houses,a system for the purpose of assessing the influence of WOPs operated by publishing houses was built by incorporating the grey statistical method,expert assessment method,analytic hierarchy process(AHP).Thirdly,studies on the application of assessment system established in this thesis was conducted and the WOPs operated by children's publishing houses through the whole country were used as research objects.Finally,based on the study conclusions,main problems accompanied with the running of WOPs were figured out and some corresponding improvement strategies,suggestions were proposed.The limitations and shortcomings of this thesis were concluded,and the further work were discussed.The last part of this thesis responses to the publishing houses' demands of thinking and solving the development issues of Wechat marketing practices,it is also the starting point of the purpose of this thesis.The innovation points of this thesis are as follows:the establishment of more targeted system for assessing the influence of WOPs operated by publishing houses;the established assessment system is more credible and operable as its establishment is based on the influence formation theory,and the result-oriented(R-KPI)and the process-oriented(P-KPI)indicators were considered when selecting the evaluation indexes and the methods of grey statistical method,expert assessment method and AHP were utilize;based on conclusions of case analysis,strategies for enhancing the influences of WOPs operated by publishing houses were proposed,which provides decision basises for well running of such WOPs.