The Research On The Development Status And Communication Strategy Of The Third-party Of Wechat Public Platform

With the rapid development of mobile internet, WeChat has become the most active and extensive instant-communication tool with its vast quantities of users and pioneering user experience. It is deeply involved with the daily life of mobile users. The establishment of WeChat Public Platform has strengthened the commercial value of WeChat, and open a window for brand publicity and business management for person, enterprise and organization. It has developed into a platform between person and person, person and service, and person and business from a instant communication tool.However, as We Chat Public Platform is weak on interactive marketing function, it can not satisfy the demands of operators for depth marketing. WeChat Public Platform has open the API interface, and meanwhile invited the third-party developers to help the connection between enterprises and users. The third party of WeChat official accounts come into being, it depends on their public platform to operate their second development with their own platform and product system,and also supply third partner and relative value-added service for businessmen and enterprises. And they has wide application and development prospect on the aspect of enriching the functions of Wechat Public Platform, advertising, marketing,customer service, and public service.This article is aimed to research the midstream of WeChat Public Platform industrial chain, that is the third-party platform, and define its concept. It will sort out the development process of the third parties, and analyses their political, economic, technical, and social environment and industrial competition environment. On the base of above, it will collect the latest data information, and put forward us a penetrating analysis for the development status, the plight and challenges of the third-party platform of WeChat official account by its product modality, user demand, promotion channels,profitable ways. It also proposes corresponding development strategy for the status, and reasonably predict its development tendency combining the theory of communication, economics, marketing.