Study On The Operation Strategy Of WeChat,As Tuanjiehu For Example

Since 2011, Tencent launched market has been rapid development, according to Tencent released the 2015 report shows that the micro-channel user data, until the end of September 2015, the use of micro-channel social software users has reached 656 million. People through micro-channel communication platform can contact, socialize, marketing campaign. The public micro-channel number appears makes it along with a different media functions, this micro-channel that combines many functions in one terminal has the advantage that it penetrated into the square aspect of people’s lives, becoming an irreplaceable part.In this paper, "Tuan Jie Hu refer to" micro-channel public number as an example of its case studies. By the method of case study, text analysis, interviews, comparative analysis and so on, "Tuan Jie Hu refer to" micro-channel operators subject, dissemination of content, communication and other aspects of the characteristics of the object for analysis. Analysis of the "Tuanjiehu reference" in the micro-channel public number operations Problems- content push single form of characteristic columns missing, not enough depth of content, interactive forms to be strengthened. Finally, brand marketing theory, uses and gratifications theory, network marketing theory, concludes that "Tuanjiehu Reference" content operating strategy has provided high-quality communication content; versed in doubt, use a negative way; content delivery period fixed. User operating strategy include the impact of micro-channel users "friend circle"; focusing on the customer’s needs and use motivation; attention and maintenance of micro-channel customer relationship. In addition, "Tuanjiehu Reference" interactive strategies include joint operations interactive microblogging and micro-channel platform; micro-channel interaction between user groups; integrated interactive micro-channel public platform and other platforms.