Research on the Operation Status and Development Strategy of Wechat Public Account

Abstract

With the continuous development and progress of global science and technology, the demand of users is increasing, and Wechat, as an important information exchange platform, plays an indispensable role in daily communication and communication. The Wechat public account, one of its main functions, plays a major advantage in disseminating information and providing facilitation services. However, how to create a fair public account environment so that each content production subject achieves satisfactory communication effects needs to be further studied. This paper studies the operation status and development strategy of Wechat public accounts. By searching and reading relevant materials and literature, it comprehensively analyzes the content production characteristics of different types of Wechat public accounts and finds that the development of science and technology and the needs of users are the main factors that promote the rapid development of Wechat public accounts. It is characterized by diversity of content and subject, fragmentation of content production, low publicity cost and high communication efficiency, accurate positioning of users, and secondary transmission. However, there are still many problems in the operation of Wechat public accounts, such as insufficient attention from content producers, homogeneity and vulgar content, irregular time of content release, fan conversion rate, and insufficient user loyalty. Content producers can win better communication effects by releasing high-quality content, enhancing user loyalty, expanding the dissemination scope by secondary communication, and using Wechat public accounts for product marketing in multiple ways.