Brand Communication In W University Based On The Construction Of The Official Wechat Platform

In recent years,as one of the media platform,Wechat public platform is widely used by various fields,organizations and even individuals.Through the platform,the communicator communicates with the audience by one-on-on in depth and finally has achieved good effect.In order to meet the development of market economy and the trend of media upgrading,as an educational organization,university puts Wechat platform into the channel of spreading the grand and seizes the high point of communication.First,the paper chooses the public platform of W university as the research subject based on Harold Dwight Lasswell's "5W" mode of transmission.And then,from “who” “what” “in which channel” “to whom” “with what effect”,the paper proposes a hypothesis and builds the model of brand communication——influencing factors,popularity,the position of university,the position of audience,interaction and so on,have a positive influence on the effect of communication in the official Wechat platform on the basis of interview and literature.Finally,the paper achieves multiple regression equation by empirical research,i.e.the effect of communication=0.253 ×interaction+0.313×the quality of content+0.270×the position of audience+0.241×the position of brand+0.144×popularity.On the basis of influencing factors of brand communication in the official Wechat platform,the paper gives some advises learning from “Positioning”,”Contenting” and “Integrated Communication”.By putting a research on brand communication of W university,the paper looks for the new idea of brand communication in Chinese Universities under the new media platform and indicates the direction of it for the good image and quality of brand.