Research On Public Communication Of Wechat Official Accounts Of Mengniu Group

With the continuous development of China’s market economy since the reform and opening up,the survival and development environment of enterprises has changed greatly.On the one hand,enterprises need to launch more products to obtain greater economic benefits.On the other hand,enterprises also put their eyes and experience into public welfare marketing and communication,and public welfare communication has also become a way to improve corporate social responsibility An effective way to create a good brand image.With the popularization and development of mobile Internet and mobile terminals,the field covered by new media communication is also growing.Therefore,for enterprises,in the new media era,the public welfare marketing communication of enterprises has also ushered in new opportunities.It is also necessary for enterprises to use the power of new media to improve and enrich their publicity ability and means,so as to obtain greater enterprise reputation and consumer reputation and seek more long-term development for enterprises.This paper will take the theory of corporate public welfare communication as a starting point,and take the construction of corporate reputation as a consideration.Through the use of text analysis and questionnaire survey,the paper will study the content of public service communication in the official We Chat official account of Mengniu Group,and explore the advantages and disadvantages of Mengniu Group in the public welfare communication under the new media environment.Combined with the social research content,this paper puts forward the author’s prospects and ideas,and explores the communication strategies that meet the current communication conditions,so as to improve the public welfare communication efficiency of Mengniu and other enterprises.Excellent corporate public welfare communication can not only bring good corporate reputation to enterprises,but also better show the social value to consumers and enterprises.The author also hopes that this paper can help more enterprises master the methods and skills of enterprise public welfare communication,so as to help the sustainable development of enterprises.