Research On The Marketing Effect Of WeChat Official Account

With the popularity of WeChat and the further development and improvement of WeChat functions, WeChat marketing began to emerge. And in the network marketing era, WeChat instantly became a mainstream marketing relying on its powerful advantages. When WeChat marketing rapidly develop, enterprises of different industries or companies are beginning to establish WeChat official account, looking it as a new marketing tool. Because marketing effect of WeChat official account has no special evaluation criteria, the order of WeChat official account’s development is more chaotic.This study attempts to establish the evaluation model and key indicators of the marketing effect of the WeChat official account, and combining with the operating data of WeChat official account "my beautiful diary" from January 2015 to May 2015, analyses the impact factors of marketing effectiveness. On this basis, this paper will put forward some suggestions to improve the marketing effect of WeChat official account. The first chapter of this research is mainly about the research background, research significance, research methods and the existing research results. In the second chapter, the research constructes the evaluation model and the key indicators of the marketing effect of WeChat’s official account, based on the AISAS theory.The key indicators of the marketing effect of WeChat’s official account include user volume, number of message reading, number of endorsed man, number of online consulting, number of receiving coupon, number of game participation and number of information forwarding. In the third chapter, the article sums up the influencing factors of the marketing effect of WeChat official account through the analysis of the operation data of "my beautiful diary". Through the data analysis, this study finds that message type, message header, message content, message order, message sending time and other attributes of message have an important effect on WeChat official account’s number of message reading. Moreover, the prizes of activity, the possibility of participation and other attributes of activity have an important effect on WeChat official account’s number of information forwarding. The fourth chapter puts forward some suggestions to improve the marketing effect of WeChat official account. The marketing effect of WeChat official account can be improved by increasing the popularity of WeChat official account, optimizing WeChat official account’s message content, improving the activities of WeChat official account and paying more attention to the operation data of WeChat official account.