Research On The Communication Strategy Of Brand Official Account To Increase Private Domain Traffic

With the increasing development of mobile internet information technology,the way of the brands spreading the information and obtaining the user traffic through Wechat subscription accounts has also been changed,the brands are paying more attention to obtaining users traffic by using the unique advantages of private domain,and the private domain traffic could make the brands closer to the users,and reduce the cost of obtaining users.In this context,the spread of the brands subscription accounts increasing the private domain traffic is taken as the research object,with the help of the theories,such as the relationship between strong and weak in the Sociology,the fission spread in the Communication and so on,the spread practice of subscription accounts increasing the private domain traffic are analyzed for many brands,such as Perfect Diary,Starbucks China and so on,in order to explore its regularities and problems,and put forward the optimization suggestions for the related problems.Firstly,the research results of domestic China scholar related to Wechat subscription accounts and private domain traffic have been combed,and the concept and relationship of the subscription accounts and private domain traffic have been clarified,the necessity of subscription accounts creating private domain traffic has been researched according the brands communication,and the creation of the private domain traffic brings four advantages of low cost,high autonomy,convenient product exposure and increase user trust for the brands have been analyzed in detail.Secondly,the communication strategy of brands subscription accounts increasing private domain traffic are analyzed from two aspects,such as creating a private domain in the brands subscription accounts and operating the private domain traffic.According to the spreading chain of the private domain traffic,and based on the theory of the relationship between strong and weak,on the one hand the private domain creation of the subscription accounts and brand communication are analyzed,on the other hand the private domain traffic of operating the brand subscription accounts and brand communication are analyzed,the communication strategy of brands subscription accounts increasing the private domain traffic are revealed from this two aspects,this is the key part in this thesis,among them,the private domain traffic are operated in subscription accounts from three aspects,including paying attention to "inviting new" traffic to constantly introduce new traffic,finding the high net worth users for the brand to improve the value of traffic,stimulating brand fission communication to service private domain traffic.Finally,the problems in the strategy are concluded further on the basis of analyzing the communication strategy of brands subscription accounts increasing the private domain traffic to put forward related optimization suggestion.Through in-depth research,it is found that in the process of operating private domain traffic,there are problems such as unclear brand positioning,homogenization of communication content,and excessive communication of brands subscription accounts.Based on the above problems,the communication strategy and optimization suggestion which could promote the increasing the private traffic of subscription accounts have been put forward in this thesis from the aspects of enriching the connotation of the communication,focusing on the communication of different culture to satisfy different user,training professional service team.