WeChat Subscription Number Promotion Optimization Research

The mobile social network is playing a more and more important role in users' daily life,which drives companies promote their products and e-business via mobile and social network increasingly.As a typical platform on mobile social network,Wechat is also emphasized by companies as a main media channel for advertising and promoting.Including official public accounts operated by companies,cooperating with 3rd-party Subscripted Accounts is the pri-mary approach among various ones.However,it is a serious challenge for a company to pick up the most suitable choices from hundreds of thousands of completely different candidates,and moreover,how to optimize those promoting copies' content to keep them stable and consis-tence,to gain more influence and persuasive,to spread more widely and draw more attention.Our research focused on how to solve these two main challenges based on company A's practice and confusions during Brand marketing and e-business promoting via WeChat social network on content cooperating with Subscripted Accounts.For the first problem,we combined the knowledges and experiences on Word-Of-Mouth and Opinion Leader theory to measure the influence of these Accounts and then make use of information technology and dynamic programming method to solve out the optimistic solution for accounts selection,which was proved to enhance the working efficiency.For the second problem,we worked out a structured procedure and tool to facilitate the influence and spreading ability of content,based on theories referred to recognition and decision making in consumer behavior and persuasion in social psychology.Finally,we show the effect of our solution to problem solving and make a further discus-sion on some next step research directions in future.