Research On Advertising Pricing Strategy Of Wechat Official Account On Mobile Internet

With the development of Internet technology and the rapid growth of Internet users,mobile advertising has become an important form of corporate advertising,and now it has become a new form of media advertising,and another major advertising mode after radio,newspaper,magazine,TV,Internet and other media advertising.The characteristics of mobile advertising are fast communication speed,high accuracy of delivery,easy cost control and feedback of advertising effect.For advertisers in various industries and brands,mobile advertising is an essential key to advertising.Without mobile advertising,the advertising effect will be greatly reduced.Compared with traditional advertising,mobile advertising has completely different communication characteristics,so we need to pay attention to its characteristics when applying mobile advertising,and determine a unified advertising effect measurement method and pricing standard.This paper mainly applies the pricing theory to research,firstly introduces the related concepts and theories of mobile advertising,and explains and explains the pricing model of traditional advertising media;secondly,makes a comparative analysis of traditional advertising and mobile advertising,and points out the differences between them.On this basis,it discusses the differentiation characteristics of mobile advertising,and uses the system analysis method from the micro perspective At last,the paper summarizes the factors that influence the price of mobile advertising,and selects WeChat public official account as a case to start the research.Finally;it draws the overall conclusion of the paper and prospects the next research direction.The following conclusions can be drawn from the study(1)Wechat advertising will evaluate the effectiveness of advertising through the coverage rate,content repetition rate,arrival rate,continuity,information presentation index,effectiveness,and information memory/persuasion effect.In the evaluation index system,coverage,repetition,arrival and continuity can be attributed to the delivery level,while information presentation index,information effectiveness and memory/persuasion effect can be attributed to the cognitive level.(2)From the analysis of the experimental sample data,we can see that the attractiveness of the title and content of the ads in the wechat ads to the users is largely related to the number of ad views.Therefore,improving the attractiveness of the title and content plays a key role in improving the effective arrival rate of wechat advertisements.This paper makes a regression analysis between the significance of wechat advertising titles and users'viewing interest,and examines the possible quantitative relationship between the two variables.Taking the advertisement Title Significance as the independent variable and the user's viewing interest as the dependent variable,the mathematical model fitting is carried out,and the adjusted R2 is equal to 0.573,indicating that the data model can be used for regression analysis.The analysis of variance shows that sig is equal to 0.000,which shows that the model is significant.(3)According to data statistics,wechat users spend an average of 10-20 seconds browsing the push ads.unless the content or product of the ads attracts users' interest,users rarely invest in the ads.In view of the different browsing time of targeted matching ads for different people,the pricing should be adjusted accordingly.