Research On The Design WeChat Subscription Based On Innovation Diffusion Theory

With the maturity of the Internet,mobile Internet gradually appeared,which is the combination of Internet and mobile communication,we can join up the internet easily whenever and wherever possible by use the mobile terminal.Compared with the traditional Internet,mobile Internet is good for people’s modern life and work style by the advantage of its mobility,it is going to be the main trend of mobile communication market and the Internet market in the future.With the people’s eye transferred from the traditional media(TV,computer,books,newspapers and other)to smart phone,the mobile phone software is the main battlefield of various company which is aim to sales promotion and brand promotion.WeChat is the Mobile software which is the most frequently used and each company want to apply for.and WeChat public platform give the chance of various company,media and personal in order to spread information which is invented by Tencent,has become an indispensable force in the new media camp.However,with the increasing number of public accounts,it is divided to different segment market because of different customer and different focus area.It is going to get the different ending because of the various communication and operation strategy in the segment market,and many public numbers are in the lack of user and user loss dilemma as wrong selection strategy.The paper is aimed to research how WeChat platform diffused and which factor is more important in the progress of diffusion,in order to helping company to be more fast and efficient to siege the segment market and give the new media operation advice.Writer choose the design WeChat subscription as the research object because of writer is familiar with it.Based on the theory of innovation diffusion,this paper study from the WeChat accounts and subscribers who has subscribed,and use the method of questionnaire to explore and collect data information,classified the data and try to find out the diffusion process in the diffusion,and what factors promote the efficiency,so as to advise for the new round of public account dissemination strategy.The article is divided into five parts,the first part is Introduction,and this chapter mainly introduces the background,purpose and significance of the paper,as well as the methods and ideas used in the study.The second chapter is the theoretical basis and literature review,mainly on the characteristics of mobile Internet and new media,as well as the theoretical basis of innovation diffusion theory.The third chapter is mainly talked about the definition and the status of WeChat subscription,and search diffusion factors from the theory of innovation diffusion theory.The fourth chapter,classify and summarize the date which collected by questionnaire by the method of descriptive analysis and comparative analysis,and gives the corresponding suggestions.The fifth chapter is the conclusion and final prospect of this article,and the expectation of future WeChat subscription.