"Vanke Meisha Academy" WeChat Public Platform Operation Research

The mobile Internet in recent years,the rapid development of the social media,mobile social networking users geometric growth,micro letter public platform launched in 2012,rapid development become important propaganda positions.Rapid development in recent years,China's private education industry,including vanke,country garden,most of the real estate enterprises began to focus on the layout education section,and choose micro letter in the public platform of social media operations.This article select vanke leading enterprise vanke plum sand academy education,micro letter public platform as the research object,from the current situation of its operation,find the problems existing in the operation,and then puts forward the corresponding countermeasures.This article starts with the operation status of WeChat public platform of Vanke Meisha academy,and analyzes its basic operation,communication content,user interaction and management mode in four aspects.First,judging whether the positioning of the WeChat public platform is in line with the concept and demand of the enterprise,positioning is the basis of all operations,and then through the layout design,the promotion of content,the way to promote the analysis of its communication content,only to meet the needs of the user's high quality content can seize the eye of the user,the same adjustment and use.The participation and interaction of households is also an effective way to consolidate the fans of the WeChat public platform.Therefore,it examines whether it uses this feature to carry out multidirectional user interaction.Finally,it analyzes whether the current personnel settings and architecture are in line with the operational requirements from the operational management level.By vanke meisha academy micro letter public platform operation status quo of comprehensive analysis,combining the theory of communication,marketing and other related and compared with other similar good micro letter public platform of operation and development of practice,and with communication,journalism and other discipline knowledge,teasing out the existing problems,and the officer insufficient micro positioning refinement,poor communication content readability and low users to participate in the activity,the operation team management is loose.Finally,based on the problems existing in the operation of WeChat public platform of vanke meisha academy,corresponding operational countermeasures are proposed.Firstly,the platform positioning of vanke meisha academy is extracted from three aspects:image positioning,audience positioning and function positioning.Secondly,content operation should be done well,and original topic selection and planning should be carried out on the basis of home-school content creation.Besides,diversified symbols should be used for communication and push rules should be established.Third,to build a stable relationship between active user,giving users a closed coherent interaction model,and through the online linkage to consolidate fans,digging new users,and attaches great importance to the user experience;Fourthly,it is to establish professional and efficient team management and build a scientific assessment mechanism.