Research On The Influence Of WeChat Official Accounts Of Forest Park Of Hunan Province

As a media marketing platform with great potential,WeChat Official Account has been favored by numerous people since officially online on August 23,2012.With its functions being continuously developed and improved,WeChat Official Account quickly developed into mainstream marketing platform with its powerful influence.Thus,enterprises and medias in different industries start to set up WeChat Official Accounts.For example,many forest parks in Hunan Province regard it as a new channel of marketing.There is not much documents on the influence of WeChat Official Account in existing researches.However,it is of more practical significance to analyze the effect and factors of its influence,through the empirical study of WeChat Official Account.This thesis first sorted the operation of Hunan province forest parks' WeChat Official Accounts,and ranked them on influential power through WCI WeChat Communication Index.After excerpting and classifying popular articles in WeChat Official Accounts,it selected the comments of the articles promoted by the top 10 WeChat Official Accounts.Based on AISAS theory,it then made empirical analysis on background data of WeChat Official Accounts by Daweishan National Forest Park and Yangmingshan National Forest Park,with following conclusions:(1)there are many differences among all the WeChat Official Accounts of Hunan province forest parks.The number of fans is the key to the operation of WeChat Public Accounts;(2)at present,the contents promoted by these WeChat Official Accounts are various;but the propaganda on parks' scenery and activities are concerned by most of users;(3)after analyzing the comments,the users of WeChat Official Accounts mainly focus on the tourist resources of forest parks,with higher overall satisfaction on park landscapes;(4)after analyzing the background data of WeChat Official Accounts by Daweishan National Forest Park and Yangmingshan National Forest Park,it found that the influential range of WeChat Official Accounts is in the surrounding area,and the channel with most reading amounts for the articles promoted by WeChat Official Accounts is friend circle;(5)the customized menu of WeChat Official Accounts is a special service,benefiting forest parks a lot.The communication and interaction of users is greatly affected by the contents of the articles promoted by WeChat Official Accounts.According to above conclusions,in order to increase the influential power of forest parks' WeChat Official Accounts,it is recommended that the forest parks should pay attention to the construction of WeChat Official Accounts,to increasing the amounts of users;the contents had better to be original,with more fun;they need also to promote more messages and articles on activities for better marketing.What's more,the construction of WeChat Official Accounts shall meet the needs of users and focus more on interaction with the users to enhance the influential power of forest parks' WeChat Official Accounts.