A Study Of Operating Mechanism And Communication Strategy Based On We Chat Public Account For Mobike

With the rapid development of the mobile Internet,social instant messaging platforms have penetrated into all aspects of social life.Among them,WeChat from a simple instant messaging software is accompanied by further development and improvement of the WeChat public platform such as service number,subscription number and its subdivided functions.Each brand began to use WeChat to carry out communication activities,and the WeChat platform quickly developed into Internet age mainstream brands to communicate with users of communication tools,and constantly improve the current face of new media tools.Since 2014,Didi,Uber and 2016 ofo and Mobike have emerged in succession,and the sharing economy continues to permeate our social life.Among them,shared bicycles integrate social resources and information to provide users with travel services,becoming the most significant Internet application type for users in 2017.This paper tries to find out how the new thing Mobike uses the WeChat platform to demonstrate its strong vitality to continuously communicate with users,effectively use the value of the WeChat public number to spread and establish the public number matrix,successfully promote the brand communication and effectively promote the travel business.This study attempted to collect article links,article titles,and articles from January 1,2017 to December 31,2017 through the Mobike WeChat public number(service number and subscription number),a service number,and five subscription numbers.The amount of reading,the amount of praise,the time of publication,etc.are used as research data to analyze the relevant operational mechanisms of the Mobike public WeChat public number matrix in content operations,event operations,and user operations,and to further refine the Mobike bicycles through the operating mechanism.Finally,based on the analysis of the problems existing in the competition product public number,the same Internet application brand is promoted to promote the operation of the operation mechanism and a more targeted communication strategy.