The Study Of The Operation Strategies And Effect Of The Wechat Official Account Of “Luojisiwei”

With the popularity of smart phones and the rapid development of mobile Internet and we-media, wechat has become the platform products, whose functions are communication, marketing, social activities and tools. Because of the changes of media, more and more traditional medians walked out of traditional media and devoted themselves to we-media such as wechat. However, as the number increases,there appears messing up and homogenization in media. There are not many high-qualified medians and wechat official accounts. Moreover, academia lacks relative academic researches.This thesis selects the traditional median "Luojisiwei", which is more successful in development and operation, as the case. Through the methods of case analysis,content analysis, references analysis ect., this thesis employs "5w" communication theory, relative marketing theory and communication effect theory to study its operation strategies and operation effect.This study summaries the features of "Luojisiwei" in operation strategies i.e. the charming personalities, the diversified contents and topics, accurate location of potential customers, the union of multi-media platform, unique VIP system,crow-funding module, social economy and socialization marketing. Besides, this study defines the estimated index of "Luojisiwei" in operation effect: the increasing number of users, interactivity and social effect. It shows that "Luojisiwei" has the advantages and disadvantages in its operation strategies. This thesis summaries the meaningful and constructive methods to the development of traditional medians and wechat official accounts. "Luo" ’s unique and creative business modules provide experiences for traditional business modules such as moon cakes, press and investment, but it’s popularity and creativity need to be improved.