A Comparative Study Of WeChat Public Platform Of State-owned Enterprises And WeChat Public Platform Of Private Enterprises

With the rapid development and popularization of WeChat,WeChat public platformt,a new media platform providing a new way of information transmission between media and individuals,came into being.According to the latest data released by tencent,the popularity rate of WeChat public platform has reached a very wide range in 2018.The number of its registered accounts has exceeded 10 million,among which the number of active accounts is more than 3.5 million,and the number of active followers of WeChat public platform total 1.04 billion.In such an environment,most enterprises set up corporate WeChat public platform in order to promote corporate image and enhance brand effect.In the summary of relevant research on WeChat official accounts,it is found that there is little research on the WeChat public platform of enterprises at present,especially the comparative research on the WeChat public platform of state-owned enterprises and private enterprises,which has not been involved by scholars.Therefore,this paper will conduct exploratory research in this aspect,hoping to enrich the relevant research theories and connotations of corporate WeChat public accounts,provide theoretical basis for further development of corporate WeChat public platform,and strengthen the construction and transformation of corporate WeChat public platforms in China.As a first-class WeChat public platform of state grid," State Grid message " plays an outstanding leading role in the WeChat public platform of state-owned enterprises.As the official WeChat public platform of xiaomi technology company,"Xiaomi company" is also very representative in private enterprise WeChat public platform.As " State Grid message" and "Xiaomi company" are both in the account activity period,and have the same strength in the number of fans and reading,with considerable comparability,so I choose these two public accounts for comparison,and on the basis of again on the development of state-owned enterprises and private enterprises public accounts put forward practical Suggestions.This paper analyzes the difference between the communication content of WeChat public platform of state-owned enterprises and private enterprises by comparing the content of function keys,cover contents,title contents,themes,typesetting and language styles through content analysis method.Then,according to the use and satisfaction theory,the communication effects are compared and analyzed throughin-depth interviews and questionnaires.In the research,I found that the state-owned WeChat public platform is mainly in the content of formalization,archaic,design aesthetic deficiencies,lack of flexible interaction and other aspects.In view of the shortcomings of state-owned WeChat public platform this paper proposes to increase the diversification of content style,accurate positioning of users;Make good use of activities,flexible interaction,increase user stickiness;Build a professional design team to meet user aesthetic and other recommendations.However,private enterprise WeChat public platform is lack of authority in knowledge popularization,serious homogenization of content,disorderly welfare push and other problems are more prominent.Aiming at the problems of private enterprise WeChat public platform,this paper proposes to improve the content and knowledge of tweets to meet users' knowledge needs.Regular push of welfare content to cultivate users' interactive habits;Strengthen the style,design standardization,increase user loyalty and other recommendations.Finally,this paper believes that the operation needs operators to have a good sense of responsibility and scientific management system as the basis,through a series of promotion can enhance the competitiveness of WeChat public platform,promote the scientific and sustainable development of WeChat public platform.