The Research On The Operation Strategy Of Fashion Wechat Public Number "ELLE" Based On User's Perspective

With the extensive use of new media,the traditional " audience relationship" is undergoing fundamental changes.The audience gradually changed from passive acceptance to active production and dissemination,and gradually became the " user" of the media." They participate in the production and dissemination of information and give full play to their initiative and freedom.They have become the key role in the process of information dissemination in the new media era.WeChat public numbers receive attention through user subscriptions and gain benefits through user marketing." Users" have become the main role of WeChat public number operation." How to build a good network between the platform and users and implement appropriate user strategies" has become the focus of research on WeChat public number platform communication strategy.As a successful fashion Wechat public number,ELLE has its own advantages and characteristics in user strategy.In the course of its operation,the development mode with "user attraction-user organization-user marketing" as the main line has been formed,and the operation mechanism with "user attraction-user realization-perfect service" as the main link has been formed,and "user" has always been the first consideration of the platform."ELLE" insists on attracting users with high-quality content,and encourages professional and original content production from two aspects of content production and content push,and pushes according to user habits and special needs of specific time.The platform organizes users with good community relationship and relationship network,encourages users with UGC mode,and encourages users to participate in content production and dissemination activities by various means while building platform and user relationship network.Platform uses a variety of marketing strategies to promote user liquidity,use advertising attraction,star influence,unique shopping software to stimulate user purchasing desire,and try to promote consumer activities.Through the above user strategies,"ELLE" has achieved good dissemination results.This paper takes the Wechat Public Number "ELLE" as a research sample,aiming at systematically analyzing the effective user strategies of the fashion Wechat Public Number,and providing a reference for the future development of the fashion Wechat Public Number.