The Case Study Of WeChat Platform Brand Communication Path And Effect

With the advent of the mobile internet,our lives has become more convenience.It not only changed the way and approaches of us acquiring information,but also increased people's options.In 2011,WeChat had officially emerged in the public eye.With its rich functions,smooth operation interface,WeChat swiftly gained popularity among the majority of the internet users and user rates seen a rapid growth.In a very short time,WeChat has become the leader of the instant messaging tools.As a new media software,the development and expansion of WeChat is not only reflected in the users increase,but also in the invisible penetration of user's daily lives.The WeChat official account was formally launched in August 2012.Relying on the technical support of WeChat,companies can spread informations,promote brands,and analyse statistics.It will not only helps operators examine page views,reposts,but also allows them to work out audience analysis and user targeting.Firstly,this thesis introduces the theoretical basis of the research,summarizes the domestic and overseas literature review.Then,this thesis focuses on the new media theory,the WeChat platform,the WeChat official account and communication theories,all of these laid a theoretical foundation for the writing of this thesis.Moreover this thesis analyzes the communication strategy of new media enterprise WeChat account,take the example of LuoJi Thinking,combined with the literature analysis,case analysis and questionnaire survey.By analysizing the development status and origins of the LuoJi Thinking,this thesis summarizes the communication features as follows:voice communication,accurate communication,as well as the three communication advantages: it helps to raise brand awareness,reduce communication costs and increase users loyalty.This thesis comes up with a particular questionnaire for the LuoJi Thinking users,focuses on its four communication effects,including fans scale growth effect,brand communication effect and economic effect.Besides,this thesis points out the problems while communicating,including serious homogenization of information,limited scope of communication,difficulties in assessing the effectiveness of communication and spread of rumors.Finally,an optimization strategy is proposed for communication of the new media enterprise WeChat official account.The improvement strategy involves content deciding,strategy combination,data analysis,rumor management and control.