China's Private Book Company WeChat Public Number Operation The Study

Wechat is one of the largest mobile social media in China at present.It has the social function of instant messaging and e-commerce function of mobile payment.It has played a huge application value in information dissemination and business marketing promotion.In2012,Wechat launched the public number function.Individuals,enterprises,media organizations and social organizations can apply for the registration of Wechat public number.With its low entry threshold,huge user base,prominent communication effect and mature traffic realization mode,the number of Wechat public number registration has increased rapidly.Based on the tremendous advantages of Wechat marketing,private book companies have opened Wechat Public Number.After seven years of user accumulation and brand operation,Wechat Public Number has become one of the most important product sales channels and profit channels for book companies.The author selected 30 header accounts frequently listed in Publisher magazine's New Media Influences List of Private Book Companies from January to December 2018 as research samples,and studied the operation ecology and development status of Wechat Public Number of Private Book Companies from the aspects of operation status,marketing strategy,profit model,operation dilemma and development countermeasures,so as to reveal the header.Successful account operation experience,explore the general laws that can be widely promoted and applied,and provide reference experience for the operation and development of other small and medium accounts.Through the study of 30 header accounts,we find that the operation mode of header accounts is relatively mature and has a good development trend.However,from the overall operation ecology of Weixin Public Numbers in private book companies,the development level is uneven,the operation pattern shows a trend of consolidation,header accounts occupy the vast majority of user resources and marketing resources,and the development prospects of small and medium accounts are not good.Be optimistic.Restricted by the inherent shortcomings of the semi-closed communication mode of Wechat Public Number,the lack ofoperational experience and sufficient financial support,private book company Wechat Public Number generally has such problems as shortage of high-quality original content,single form of media communication,over-reliance on advertising revenue,immature profit model and so on.Based on the current development status and operation ecology of Wechat Public Number in China's private book companies,the author believes that we can improve it from the following aspects: developing wet marketing,word-of-mouth marketing and online-offline linkage;establishing a communication strategy of content differentiation,and conducting mass communication according to audience attributes;opening up a multi-profit model,incubating community economy,shaping brand value,and realizing it.The ultimate goal of capital financing.