A Study On The Marketing Strategy Of Wechat The Ten-point Reading

Ten reading is a cultural reading WeChat public platform,since the line in November 2012,from a fan of the grassroots zero all the way to grow into a super large amount of tens of millions of users.This paper selects the development and operation are relatively successful "Ten reading" as a case study,mainly through the theory of communication and marketing,using literature survey method,case study method,content analysis,text analysis and other methods of "ten books" marketing strategy detailed interpretation and analysis.Specifically from the characteristics of the "Ten reading" brand strategy,content strategy,the communication strategy for in-depth analysis and research.And to sum up,expect to find the "ten reading" the development of the success of the secret,I hope to be able to develop or in confusion in the industry who are some inspiration,reference and thinking.Through the study found that "Ten reading" in the marketing strategy of the main features of the following points:First,establish brand awareness,brand core values."Ten reading" constantly strengthen brand awareness,step by step to establish a "Reading" at the core of the cultural brand image,and the attempt to build China’s largest cultural communication platform brand core values of the ten.Second,the quality of content is the first productive forces.The ten point of reading the quality of content has been proud of it,the "Ten points" of the original team is also further expanded.At the same time,"Ten reading" positive innovation,the use of a variety of forms of products to show different content,in order to face the market in the continuous refinement and audience.Third,multi platform interaction,the construction of three-dimensional communication channels.“Ten reading”through different platforms to attract users,online and offline interaction,multi-channel integration,to create three-dimensional communication channels is also a major bright spot.First,from the PC to the mobile terminal,to meet the different user habits.Secondly,on the one hand,through the WeChat public platform for online interaction,to create a reading atmosphere for reading.On the other hand,active in the national organization of reading books,promote communication and communication between users,and further increase user stickiness and loyalty,so as to attract more new users.Again,from online content spread to the next line of book publishing,adding more content portal to cover a wider user base.Finally,get inspiration from the "Ten reading" marketing strategy,culture in reading class of WeChat in the marketing strategy from the public,at least the following three aspects,one is to strengthen brand awareness,brand image,brand core value;two is the accurate positioning of content and users,to attract users with high-quality content;three is a multi platform to carry out interactive,online and offline interaction,broaden the channels of communication.