Research On The Strategy Of Improving The Influence Of S Group’s WeChat Official Account

With the rapid development of We Media,WeChat official account has gradually been known and widely used by people.Many enterprises even use WeChat official account as an important carrier of corporate brand publicity.Naturally,improving the influence of the enterprise’s WeChat official account will play a very important role and significance in the enterprise’s brand promotion.This paper selects S Group’s WeChat official account as the research object,and takes WCI index as the evaluation index of WeChat influence.It collates and analyzes the reading amount,publishing frequency,audience interaction and other data of S Group’s WeChat official account,and uses the comparative research method to compare it with local enterprises and the same type of enterprises in the whole country,so as to explain the basic situation of the influence of S Group’s WeChat official account.On this basis,this paper combined with the actual situation of the enterprise,used the questionnaire survey method to conduct a questionnaire survey on the release content,presentation mode,service functions,interactive communication and other aspects of S Group’s WeChat official account,and sorted out and analyzed the main problems and causes of S Group’s WeChat official account.Through analysis,it is believed that S Group’s WeChat official account mainly has problems such as "the readability of the published content is not strong enough","the form of content presentation is relatively simple","the development of service functions is not comprehensive enough",and "the interaction with the audience is relatively small".In this regard,this paper proposes a strategy to enhance the influence of S Group’s WeChat official account based on the actual situation of the enterprise,hoping that S Group’s WeChat official account will play an important role in enterprise brand promotion.