Research On The Application Of Official Wechat Public Number In The Advertising Communication Of Brand Sportswear Enterprises

With the development of Internet technology and communication technology,instant messaging applications such as WeChat came into being.Currently,WeChat has become extremely popular with the rapid pace of development of the necessary social tools.WeChat,as the WeChat public program features a large function,and the realization of the specific groups of text,pictures,audio and video comprehensive communication and interaction,by the media,enterprises and individual users attention,has become a lot of enterprises and businesses are an important channel of advertising.In recent years,the set of official WeChat public number of advertising information dissemination of advertising success stories are common,the effect is quite significant.As a new and huge advertising media,it is worth studying deeply.This paper is based on the advertising brand apparel enterprises,explore the application situation in which official WeChat public number,and the "Nike media center","Anta","Lining","NewBalance Chinese" four official WeChat public number as the research object,from the dissemination of public,and reflects the advantages of WeChat,in advertising in the dissemination of public dissemination of advertising in WeChat brand apparel enterprise application status,the number of public dissemination of advertising in WeChat brand apparel enterprises,the problems existing in the brand apparel enterprises,enhance the official WeChat public advertising communication promotion strategy study.In this paper,the use of literature,observation,case analysis,logical analysis,mathematical statistics and other related data analysis,the following conclusions are drawn:The spread of public number are the main advantage of WeChat communication channels about the low threshold,zero cost;communication technology is relatively mature,the spread of symbolic stereo;timeliness strong,rapid dissemination of information;the arrival rate is high,to two times the audience spread;real high,strong initiative;interactive,audience participation is high.In the advertising communication,the advantages of official WeChat public number is mainly reflected in the rapid,accurate and effective promotion of products;multimedia,multi frequency to shape the brand image;close,multi-dimensional display of corporate culture.Through the "Nike media center","Anta","Lining","NewBalance Chinese" four official WeChat public number June 1,2016 to August 31,2016 a total of 3 months of the advertising information of observation and analysis,found that the features of brand apparel enterprises using the official WeChat public number of advertising communication has five main points,namely the content the commodity information in the form of pictures and text;into the brand culture,sports spirit and sports concept;celebrity endorsement,borrowing effect is significant;multidimensional interaction between online and offline.As a new media,official WeChat public,there are still some problems in the advertisement brand apparel enterprises,mainly is the preferential information needs to be improved,lack of attractiveness;hard advertisements;one-way communication,audience interaction frequency less;low stability,low degree of recognition of the purchase path and lack of follow-up.After the study,put forward the strategy of brand apparel enterprises official WeChat public advertising mainly include: enhance the media to enhance the attraction;increase the preferential information to enhance the audience stickiness;advertising content mining cultural connotation;the form of interaction with the increased frequency,narrow audience psychological distance;strengthen the soft advertising to expand advertising information interesting and appealing good use of emotional capital;to maintain the user emotion and a key purchase promote enterprise profit.