The Creation Of WeChat Public Brand From The Perspective Of Interactive Marketing

WeChat public number, as the moment the most popular new media products,many companies and people from the media has been aware of its huge commercial value,have entered the WeChat public platform, open WeChat public number.Interactive marketing as the era of the Internet to build the brand's rising star,it can be said that a successful WeChat public brand can not be separated from the interactive marketing.Therefore, the author selects the WeChat public No. 500 strong"sunny you" as the research object,using the method of empirical research,qualitative analysis and quantitative analysis from two aspects to explore the influence of interactive marketing of WeChat public number"sunny you" brand.The author in reference to other scholars on the interactive marketing to create brand image research, attempts to interactive marketing theory and brand theory, put forward a series of variables between the public number of users of WeChat brand influence the types of interaction related assumptions,and use the SPSS software to analyze thebackground data of the public number "sunny you", one by one to verify these proposed hypotheses.The following specific research ideas of this paper are: firstly, using the method of qualitative analysis,the construction of the public number "sunny you" interactive features, brand image and strategy are discussed in detail, and a non interactive comparison.Subsequently, the use of quantitative analysis, the use of SPSS software to the public number of "sunny you" the interaction between the user and the public number of the brand to do 12 sets of correlation analysis.Then,according to the analysis of the data, some conclusions are drawn and some new problems are found.Finally, the author puts forward his own views and suggestions.Through the qualitative analysis, the author found that after improving the interactive function,the release effect of the public number should be significantly more than the release of the interactive function is not perfect.Through quantitative analysis, the author finds that there is a high correlation between the "directional communication" and the public brand influence in the three kinds of interaction behaviors, "broadcast" and the number of public brand influence is a moderate correlation,passive consumption is a low degree of correlation with the number of public brand influence.In addition, the author also found that the growth and decline of the number of fans is not related to the two kinds of interactive behavior, such as"directional communication" and "broadcast", and there is a low negative correlation with the passive consumption.Finally, the paper gives some suggestions on how to create the WeChat public brand image in the four aspect,rich interactive marketing channels, improve brand exposure rate; interactive content entertainment, enhance the user's participation; pay attention to functional development, attract more users;make full use of big data precision marketing.