The Brand Communication Research Of Dachu's WeChat Public Account

WeChat public accounts is the first brand communication function of that the WeChat has.With its low operating costs,great operating effects and accurate transmission ability,WeChat become the most potential brand communication tools after the microblogging marketing communication in eyes of many enterprises.But for now,the development of most WeChat public accounts of is not perfect.Dachu network is a part of Tencent in Hubei province,it has good development resources.At the beginning of the Dachu's WeChat public account set up,it has experienced a lot of difficulties.Brand communication development of Dachu's WeChat public account can provide a lot of experience to the users of other We Chat public accounts.The experience content has great value of brand communication for the other similar WeChat public accounts.In this paper,we starting from the basic theory of brand communication and make Dachu's We Chat public account for instance to study Dachu's WeChat public account's transmission of brand development.This article is mainly analysis three parts,it includes the macro and micro brand communication environment of the Dachu's WeChat public account ? factors of brand communication and brand communication strategy,to sort out from brand communication process of Dachu's WeChat public account?mode of transmission ? advantages and disadvantages of the development of the whole.At the same time,according to the results of the study we can put up some optimization strategies.Finally,we want to predict the future development of Dachu's WeChat public account.The author hopes that through the case study in Dachu's WeChat public account can provide other WeChat public accounts certain reference.