The Research About Factors Affecting Content Mareting On Corporate Official Accounts Of Wechat

Since the first version was published on January 2011,wechat has had an great effect on personal communication in China.Wechat public platform was online officially on August 2012,and it has made wechat a popular App in mass communication,over 80% users follow official account of wechat among all the wechat user according to the research.Nowadays,wechat public platform has become a battlefield for corporate marketing using New Media.With the huge amount of wechat daily active users,whether content marketing on official account of wechat lead to consumers' consumption or not,it is a great exposure for products and brand,and it is conducive to improve the awareness of the brand and disseminate corporate culture etc.However,it is still a challenge for many companies to make good use of official account of wechat and provide value for the company with content marketing.And that's the value of this research.There are many indexes to judge content on wechat public platform,page views and number of thumbs are two of the most direct indexes.Page views can reflect popularity of the content and number of thumbs can reflect acceptance and likeability of users.“ikea-cn” is the official account of traditional retail company Ikea,it is on the top of the corporate ranking list on the “Newrank” website.As a representative one,it suggests lessons to other companies on how to release content,how to organize content and how to communicate with users.In this paper,all the 160 passages from January to June 2016 on “ikea-cn” official account was chosen as the sample and using SPSS to analyze.Through content analysis,combined with corresponding theories of communication and management,the paper try to find the laws and features of content on corporate official account in different intervals of page views and number of thumbs.From this,the paper concludes the problems and reasons in the process of marketing on corporate official account,and come up with content marketing strategies specifically,so as to provide qualified reference for other companies.The research finds that: 1.The position of the passage,with discount information in title,and topic of the text have an effect on page views;2.The position of the passage and topic of the text have an effect on number of thumbs.According to this,this paper raised below suggestions: In terms of positioning,corporate official account of wechat should clear its main goal first and then make sustainable development plan.In terms of content,corporate need to care the need of users,and lay great importance on the interestingness and value of the passage.In terms of released mode,official account of wechat should keep reasonable volume and rhythm in daily operation.In terms of interaction with users,corporate official account of wechat need to develop diverse form of interaction and reply timely.