| Since the launch of the We C hat platform in 2011,people's application of We Chat is more and more widely.As the We Chat platform gradually improve the function,people with its strong social advantage,it as a business or personal marketing tools.People can be in the We Chat platform push voice,graphics,small video and other different forms of content to the users,friends or circle of friends.We C hat platform and the perfect combination of mobile Internet technology,to provide users with a convenient way of communication.This low-cost and convenient features,making it become the current mainstream marketing tool.The colleges and universities We C hat public platform is a kind of official media form other than the school media.It is the same as "the value of the lead,the news release,the cultural heritage,the image Shape " function,and more is called "official We C hat ".Based on the theory of content marketing,this paper attempts to explore how the official We C hat should plan and operate in order to improve the reading content of the published content and enhance the communication effect.In this paper,the author tries to establish the evaluation model and the key indicators of the effect evaluation of We C hat public number marketing.According to a University official We Chat public in September 1,2016 to December 31 st push graphic news indicators and the We Chat public number during the operation of the relevant data,statistical analysis,analysis of the effects of the contents of the public number of We C hat in the marketing process,factors affecting the marketing effect,and according to the evaluation results,put fo rward to promote the effect of marketing ideas and suggestions.This paper consists of six chapters,chapter two introduces the research background,research purpose and significance,research methods,research ideas,and the related books,writing papers early reading literature data was collected,the related theory is analyzed.Combined related theory of the We Chat marketing and the content marketing,application of AISAS theory of marketing,this paper construct the evaluation model of research object.In the third chapter,the author introduces the research object: the operation and operation characteristics of the official We Chat public number in a university.In the fourth chapter,the author uses the construction of the evaluation model,the object o f study from a number of key indicators were analyzed and evaluated,and draw conclusions.In the fifth chapter,the conclusion of the study,through the analysis of the case study of the We C hat public number of the graphic message,summarizes and suggests the strategies to improve the content marketing of We Chat,the official We C hat content marketing.This study is to evaluate the results of a University official WeChat based on the contents of the public number,summarizes the University official We C hat carry out content marketing strategy must be taken into account,the following four points: 1 to increase the amount of user attention;2 reasonable arrangements for pushing frequency and time of sending messages;3 a graphic message Title attractive;stre ngthening the original 4 graphic news planning.The value of this study lies in the following aspects: one is to supplement the University official We Chat platform in the context of marketing theory,the marketing research of We Chat University official more comprehensive;two is for a University official We Chat content public number is evaluated in detail and analysis;three is the official public platform of the University in the future to We C hat to better enhance the pub lic marketing effect of We Chat. |
PDF Full Text Request