| Wechat is a mobile application which core function is multimedia information communication,it has 1 billion and 120 million registered users and 438 million monthly active users.Since August 2012 when WeChat public platform was launched,it has rapidly become a hot spot after Weibo through enterprise,organization,media and individual users.Wechat is not only use for communication with each other,but also as a bridge between enterprise and users." U hefei,public account was launched on March 2016,within just six months,the number of users was reach 400 thousand,the amount of reading was more than 40 thousand per day,the interactive messages were more than 100.The rapid expansion of the public account "U Hefei" has highly reference value.Take " U HEFEI " public account as an example in this paper,to explore commercial value of WeChat operation system.I believe the reason of success of U Hefei is based on panoramic view of the operating mode,use user data as support to precise positioning of the audience with targeted content.Summarizing "U HEFEI"with three main aspect:user education,brand activities and user feedback,selecting the typical representative "people Uber + line ",,ice cream in one touch,"distribute of discount code" to analysis.Research on the impact of media contact through user education,brand activities and user feedback.Analysis the reason for the success of the content combination of"U Hefei",as well as how the public account should cultivate user needs,thereby affecting the user's perception of the brand,attitude and behavior.The paper is divided into six parts.The introduction and the main body of the article are 5 parts.The introduction is the source of my choice,emphasizing the significance and importance of selecting the topic,and the core issues of this study,and their research methods.The first part is mainly about "U" hefei creation background and its main functions were summarized,and the second part is the main part of the article,through a large number of sample investigation and data analysis method of user education content plate people Uber + case analysis,to explore the user the rigid demand for its WeChat public issue of the influence of the reading quantity,and whether it helps APP usage,the third part through a lot of sample analysis and data analysis and investigation,questionnaire analysis to discuss a series of activities such as key call brand activities on the stickiness and the influence of brand loyalty and APP usage,the fourth part through sample analysis and data investigation method coupons how much impact on users,tries to analyze the user's psychological,explore no coupons tweets and APP platform,users are willing to pay attention to and used?This also is a key problem in this paper,we study,the fifth part is a discussion,based on the summary of the former three parts,analysis of the user education content,brand content,coupons issued the content,which kind of content distribution to stimulate the user demand for APP platform,increase user.stickiness,prompting the user constant attention platform more effective.How do you combine the three to achieve the effect of 1 + 1 + 1>3?... |
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