Research On The Strategies Of Enhancing College Students’ Audience Stickiness In Campus Wechat Public Number

Since tencent has launched WeChat public platform in 2012, it has more than 11 million registered number already, and the official pubulic account of WeChat has more than 400 million followers, the average quantities of reading are more than 160 million times daily in WeChat public accounts. These Numbers means nearly half of Chinese population are using WeChat, about one-third of those users are reading news or articles in WeChat public accounts every day. Everyone knows that college students have the highest acceptance rate for science& technology products and new things they are the most active WeChat user groups and have inestimable postive effect for promote the development of WeChat. According to that, it’s very important to know why college students were attracted by WeChat public platform so deeply; how WeChat public platform enhance interactivity between college students and itself and use this group to promote the development of other market segments. This essay did some research in order to solve this problem.This essay is divided into four parts, the first chapter is the introduction, this part has introduced the background & contents & purposes of this essay, The second chapter states the current situation of WeChat campus public accounts, it presents the history & segmentaions & features & limitations and of the development of WeChat; and why it develops so fast. The third chapter explains the important concepts, which is "audience viscous", and analyzes the influence factors of it. Chapter iv is about research for the audience viscous of WeChat campus public accounts, this part includes anlysis of several outstanding WeChat campus public accounts： questionnaire survey and its result report. Chapter five put forward some countermeasures and suggestions to how to increase audience viscous based on the above research results, mainly includes the segmentation and positioning of WeChat campus public accounts; make the public accounts more humanity, pay more attention to user’s presence; organize more online to offline activities; training users reading habit, make fans becoming more dependent on it; catch the users’ mind, produce contents that users like; increase the paticiptaion rate of fans, pay attention to the practical of contents and functions of products. The last chapter is the conclusion,it provides a summary of above research and countermeasures, and my prediction for WeChat campus public account’s development in the future.