The Research Of Enterprise Subscription's Personification Model

With the rapid development of mobile Internet and the popularity of smart mobile terminals,WeChat,as the representative of the mobile instant messaging applications obtains a large number of users with its powerful features and good user experience,and developed into a information functional platform which contains communications,social,marketing,media and tools.In addition to the huge value of communication and social value,WeChat's business potential is increasingly being explored by the enterprise.Since the birth of the WeChat public platform,more and more enterprises pass information and provide services to the users through creating WeChat's public no.to tap the commercial value of WeChat.The two main public no.of WeChat public platform is divided into subscription no.and service no..The subscription no.has more opportunities to interact with the user beacause of its higher mass message frequencies,Therefore,a lager number companies choose to create a subscription no.to achieve the purpose of obtaining economic benefits.This caused a number surge of subscription no.,followed by the commen phenomenon of content homogeneity,uneven quality and other issues.In addition to a small number of successful subscription no.,most are submerged in the vast ocean of information.The new media is significantly better than traditional media with its interaction.Those would not work well,if can not give full play to this characteristic.Based on the analise of the top 50 subscription no.,compared with those cold delivery of text subscription no.,this paper found that successful subscription no.often have the characteristic of humanization,can show the perceived characters in between the lines,and users are more willing to interact with the public.This article starts from the technical advancement,the audience psychology change and the product presents needs,studies the concept development background of personality,and learn from the sociological theory model,using the role,the character,the scene and the content four elements to construct the personalization model of the subscription no.,and gives the model selection choice based on the positioning theory.Through the case study method and content analysis method,combined with the relevant data,this article select 'LengTu'-a WeChat subscription no.which successful construct the personality model as a typical case to studies the effect of communication,the interaction and the market value,and specifically elaborated the expression of the personification model from the image design to push content,and then to the interactive means of the three aspects.The research shows that the personality model is useful for the majority of enterprises,but not blindly,should according to their own characteristics from different types of elements,to build their own model,and to update and rebuild timely according to the needs,thus successfully operating companies WeChat subscription no.,and to achieve subscription no.'s business value.