Study On The Communication Effect Of Offical Account Of Yili QQ Star Based On The Model Of AISAS

Since the rise of WeChat in 2012,it has entered the bottleneck period through rapid outbreak and dividend period.Despite the numerous We-media accounts that continue to rise and fall,the momentum of development has become more intense,with the number of fans like MiMeng and Uncle's Friends breaking through,and nearly every article has reached 100,000 +.But there are data show that WeChat public account of the open rate is falling,especially brand WeChat public account,the target audience is seldom visit brand WeChat official account,unless the special and interesting content which you want to share with your friends,and if the article is so hot that you want to open to read.This phenomenon directly affect the communication effect of the brand.This paper takes " wechat official acounts of yili QQ star" as an example to analyze its propagation effect using AISAS theoretical model.Its content can be divided into to provide entertainment,information release,knowledge,reward activities,hot gain this five major categories through the questionnaire,and identify the influence theory model each link the one that the most important factors.According to the proportion of its content and the current status of communication to points out the limitations of the present situation.Such as: the convergence of knowledge communication content,and the inability to absorb the eyes of the audience for a long time;the spokesman did not make full use of it,causing the audience's interest to appear weak;the propaganda of the spokesmen is not planned to stimulate the audience to explore the behavior;the reward activity is not clear enough,the interest point that the audience feels is not clear enough;the content of entertainment content explodes not enough,the audience share the desire is not strong.Aiming at the subscriptions of theoffical accounts of yili QQ star,the next part put forward practical solutions,in order to fully improve the communication effect,such as: knowledge content form diversification,improve the audience's attention;make full use of the rights of spokespersons to enhance the audience's interest in the brand;grasp the entertainment communication node,make fans have enough time to explore;improve the incentive mechanism to make the audience feel tangible benefits;take the entertainment content and the audience's interest close,stimulate them to share with friends.The whole research covers ther buying process of the consumes,and analysis the influence factors of each ring and its proportion,upgrade the level of communication effect of the WeChat,and provide reference for the other WeChat offical accounts of children.