Operation Strategy Research Of WeChat Public Paltform Of Tea Brand

With the rapid development of mobile Internet and self-media,WeChat has become one of the important platforms for brand communication and product sales for many brands due to its low transmission cost,high interaction level,accurate positioning,and timely feedback.This article combs the research results of brand communication theory through the literature method,applying Karl Hoffland's theory of "persuasive sexual communication" and Kurt Luin's "gatekeeper" theory to the modern operation of the WeChat public account.This article compares the operator of the tea brand WeChat public number to the main body and the gatekeeper,compares the user of the WeChat public account as an audience,and the basic settings and tweets of the WeChat public number to the dissemination content,and focuses the research on the above communication.Based on the specific performance of the influencing factors,and based on persuasive sexual communication theory,a case study method is used to reconstruct the future daily operation of the tea brand WeChat public number.In the study of the tea brand WeChat public number,the author took part of the tea brands appearing in the “2017 China Tea Enterprise Product Brand Valuation Report”published by CARD China Agricultural Brand Research Center as a research sample to collect first-hand data.Empirical research,based on the theory of "persuasive sexual communication" and the "gatekeeper" theory,analyzed the opening authentication status of the representative tea brand WeChat public number,the setting of service columns,the content,type and effect of the tweet.Then this paper focuses on analyzing the advantages and disadvantages of the representative tea brand WeChat public number in actual operation.Finally,under the guidance of relevant brand communication theory,this research provides specific suggestions and strategies for the operation of tea brand WeChat public number.