Research On The Influence Of Wechat Official Accounts

WeChat public platform is divided into Server and Subscription, which are jointly called Official Accounts after WeChat 5.0. In this article, we investigate the influence of the Official Accounts based on AISAS model, which consists of five key factors:drawing attention, intriguing interest, searching actively, generating action and sharing information. We sum them up in two processes, fans collection and fans management. Because AISAS model suffers from attenuation, amplification and such circulation ends until elimination during the marketing, we take the first circulation to research. From that, we learn that the number of per user reading image-text, the number of people reading image-text and that of image-text transmission have the correlation. Thus, we use the first-order regressive model and SPSS software to calculate the correlation coefficient and the model of Official Accounts’influence is built. Finally, we give the enterprises some pieces of advice. One is to pay attention on the accumulation of fans to Official Accounts, the second one is to identify to zombies in the fans to Official Accounts, and the last one is to incorporate the operation of Official Accounts into strategic system of brand construction.