The Research Of WeChat-marketing Strategy In The Press Of Science And Technology University Based On SMCR Model

In recent years,with computer and Internet technology highly developing,social media is also rapidly developing and widely popularizing,especially WeChat.After 6 years' promotion,WeChat has become an irreplaceable social APP.In the publishing industry,more and more publishers have begun to use WeChat for marketing.They formed publishing marketing mode based on the WeChat public platform.But in the press which opened the WeChat public platform,especially the press of science and technology university,the effect of WeChat marketing is not ideal.How to improve the efficiency of WeChat marketing is the issue that publishers need to resolve.From the perspective of communication,WeChat marketing is also a kind of communication behavior.In this paper,the official WeChat public platform of the press of science and technology university will be the main study,Berlo's SMCR propagation mode will be theoretical support.Using the literature method,the questionnaire survey method,the data analysis method and the case analysis method,I study the WeChat marketing from four aspects: the source of communication,the content of communication,the form of communication and the receiver.The research finds that many problems lie in the operation of WeChat of the university press in science and technology university,such as positioning is unclear,the characteristics are unknown,the publishing characteristics of the agency and the audience needs are failed to seize.WeChat marketing is not given enough attention,and there are no relevant management tools and operational incentive mechanism.The enthusiasm of operational staff is not high,and they failed to do long-term planning of WeChat operations.The quality of the content is rough and not attractive enough,etc.According to the analysis of WeChat distribution index and communication theory,marketing principles,this paper puts forward the following countermeasures and suggestions: locating accurately,perfecting WeChat management system and operational incentive mechanism,improving the quality of WeChat operators,keeping WeChat update efforts,seizing the publishing characteristics,insisting that content is king,type setting multiply,setting the title reasonable,strengthening communication with the audience,grasping the key points of audience's reading.