Wechat public platform has been paid more and more attention by enterprises because of its sticky communication mode, high contact information push and personalized experience information reception, and has become a fertile ground for corporate brand image communication. However, whether enterprises can follow the laws of new media communication and flexibly apply the Internet thinking concept to brand communication is the primary issue for enterprises to use WeChat WeChat official account to spread their brand image. Through the analysis of successful cases, this paper puts forward some strategies and suggestions for spreading corporate brand image by using WeChat WeChat official account, which can provide reference for enterprises to further explore the brand promotion of new media.

Keywords brand image brand communication WeChat WeChat official account

Abstract: The sticky communication mode of WeChat public platform, high contact information push, personalized information receiving experience and other characteristics make this platform more and more valued by enterprises and become a fertile ground for corporate brand image communication. However, whether enterprises can follow the laws of new media and flexibly use the concept of Internet thinking to spread their brands is the most important issue for enterprises that use WeChat WeChat official account to spread their brands. This paper analyzes the successful experience of this case, puts forward strategies and recommends using WeChat WeChat official account to spread the brand image, which provides reference for enterprises to carry out deeper exploration of brand promotion of new media.

Keywords brand image brand communication WeChat WeChat official account

With the development of social media, WeChat with the shortest birth time can occupy a potential advantage in many media forms. Wechat was released in February of 20 1 1 year, and users broke through 1 billion in May of 201February. According to the data in the first quarter financial report released by Tencent in March 20 15, the combined monthly active accounts of WeChat and Wechat reached 549 million, of which 55.2% users opened WeChat more than 10 times a day. A large number of user groups and high-activity user performance give enterprises a new idea of spreading brand image by relying on this media platform. The effective guarantee for the implementation of this new idea is based on the open platform construction provided by WeChat-WeChat public platform. A large number of enterprises and merchants registered and certified the Enterprise WeChat official account on the platform. By the end of 20 14 and 12, the number of WeChat public platforms had exceeded 8 million. Enterprises can communicate directly with users and consumers through public accounts, and deepen their brand image with this delicate communication method.

First, WeChat public platform: fertile ground for corporate brand image communication

1. Sticky communication mode based on acquaintance relationship network

In his book The Future is Wet ―― No Organizational Power, scholar Klesheki mentioned that the biggest benefit brought by a series of network-based communication tools such as social software, social media and social computing is that "our abilities are greatly increasing, including the ability to share, the ability to cooperate with others and the ability to take collective action". This is the result of the socialization trend of the Internet: "Based on love, justice and the same preferences and experiences, anyone can flexibly and effectively use a variety of social tools to contact, share, cooperate and even initiate collective actions. This relationship is sticky. " Most of the online communities formed by social media are based on the same emotion, identity or preference trend, and members make virtual sticky communication through social tools. However, unlike the relationship network built by WeChat tool, it integrates three relationship circles: mobile phone address book, QQ friends and users in the same region, and integrates the virtual social circle with the real life circle more strongly. Therefore, the sticky communication mode based on acquaintance relationship network came into being. Wechat users are more keen to read, comment or forward the content of their circle of friends, or out of the need to maintain real social relationships, or out of trust in acquaintances' social networks, or out of concern for the surrounding environment. According to the data released by Penguin Zhiku in Tencent's in-depth research column, 80% of WeChat users will choose to read the content published by friends circle, while only 20% of users will go directly to the subscription number to check the information.

2. Information push based on high contact degree

Different from the general social media with computers as the main carrier, the carrier of WeChat is mobile terminals, including portable electronic tools such as smart phones and tablets. The carrier characteristics of mobile portability ensure that WeChat users can receive, comment and share information anytime and anywhere. In the survey of the usage data of WeChat platform, it is found that the proportion of heavy users of WeChat is close to a quarter of all users, that is, 65.438+0.37 billion. These users open WeChat more than 30 times a day on average. Compared with Weibo's weak relationship information network based on information and media attributes, WeChat is more inclined to build a platform with interpersonal communication and interaction as its core and a strong relationship network with information attached to it. Therefore, the information push of WeChat platform has a higher contact and arrival rate than that of Weibo platform. After four years of development and penetration, WeChat not only changed people's habit of receiving information, but also enhanced people's dependence on this information channel.

3. Information reception based on personalized experience

Compared with traditional online social media, the information expression behavior and receiving behavior of WeChat platform are more personalized. On the Weibo platform, we can not only see our own feedback on a certain piece of information, but also see others' feedback on the same piece of information. However, on the WeChat platform, the information receiving channel is private. For the information publisher with public subscription number, the information push mode is that one publisher pushes to multiple corresponding information recipients, and the information publisher can accurately grasp the number, account number and personal basic information of the information recipients. From the receiver's point of view, what they see is that this information is pushed to a single "I" by the sender. This largely eliminates the "noise" and "murmur" in the process of information reception. The receiver reads and experiences the information content as an individual, and his attention and mood will not be affected by other sounds, thus ensuring the effectiveness and experience of information reception on WeChat platform.

Second, the corporate brand image communication of public accounts: A case study based on "FitTime Ruijian Era"

Public account is an important symbol carrier for enterprises to convey their brand image on WeChat platform, and brand consumers will use this symbol carrier to complete their own production of brand significance for enterprises. The information dissemination characteristics of WeChat platform make it an important position for many enterprises to spread their brand image. If we want to fight a beautiful brand communication war in this battlefield where many enterprises compete, we must rely on the construction of symbolic meaning as brand consumption. Therefore, the construction of a corporate public subscription number that is conducive to the spread of corporate brand image is an all-round packaging from the outside to the inside.

1. Identification of brand image expression: service and friendliness of interface design.

The interface is the first impression experience of the audience when they enter the public account, and its function is similar to the stage. This is before entering a drama, the audience will receive the layout and background of the stage and expect the drama itself. "FitTime Ruijian Times" (hereinafter referred to as Ruijian Times) is an enterprise WeChat official account operated by Wuxi Ruijian Times Trading Co., Ltd., which is positioned to do fitness with Internet thinking and bring correct and healthy fitness habits into the China market. The concept of fitness in China started later than that in the west, so there are a large number of "novice" consumers who have fitness needs but can't obtain correct fitness knowledge. In order to make fitness "novices" who have information needs but have no channels to satisfy information get a sense of belonging as soon as possible, and eliminate their fear and shyness about their lack of fitness information, Ruijian Times has given beginners and beginners full respect and learning space in their own interface development and design. A series of information links of "novice" are set separately in the interface, and all-round introductory information such as training, diet, nutritional supplement and skill essentials are packaged and provided to novices. In addition, the interface also provides some simple fitness services, such as punching service and community communication service, to create a virtuous circle path of "information acquisition-training practice-communication and sharing".

2. The effectiveness of brand image expression: the story expression of user experience.

The spread of brand image is not only to convey brand positioning and establish brand awareness. In the relationship circle communication of WeChat, the most convincing and effective communication is experience and feeling. Information at the experience or feeling level may not achieve good communication effect in Weibo where information is piled up, but it can get more scolding in social media such as WeChat, which focuses on interpersonal communication. Due to the privacy of the way WeChat information is received, WeChat users are less likely to be disturbed by other information, and can better express the content of experiential stories. The column of "FT Variant Record" was specially set up in Ruijian Times, inviting fans and fitness enthusiasts in Ruijian Times to show the changes brought by fitness in a graphic way. Pictures are published on the axis of time, showing a gradual and phased change. Exquisite words and large amount of information express the joy of fitness enthusiasts for the results of their own efforts and their persistence in the hard process. The expression of these stories has reversed the cold technical image of pure technical stickers and guidance stickers in Ruijian era, increased the vitality of the brand and enriched the humanistic connotation of fitness, the core of the brand. What people perceive from it is not only our expectation of pursuing health, but also our determination and courage to take me as the health standard.

3. Popularization of brand image expression: combining current hot topics.

Based on the sticky communication mode of WeChat, the information reading habits of WeChat users depend more on the recommendation of friends. Therefore, as an enterprise WeChat official account, information recipients need to give more sufficient forwarding reasons in content operation, so as to form a brand image expression that attracts more attention and spreads more widely with the popularity of content dissemination. At this point, the way taken by Ruijian Times is mainly to seize the current hot spots, seek the combination of current events hot spots and brand core concepts, and promote the spread of brand image with hot topics. For example, combined with the popularity of The Avengers 2, a fitness photography contest with the theme of "arming yourself" was launched. In line with the popular trend of the love reality show "Let's Love", this paper introduces the portrayal of the healthy diet and fitness life of the stars who participated in this reality show. The news that Hannah Quinlivan is pregnant, which is popular in the entertainment circle, expresses the beautiful life of sports pregnant mothers. The combination of these hot topics and core positioning can not only form a new topic fever, but also trigger a forwarding boom. The content article entitled "You and Sister-in-law are more than one Jay Chou" combined with the entertainment hotspot of "Pregnant Hannah Quinlivan", the reading volume reached 654.38+ million+,and it was also forwarded by a large number of fans.

Third, suggestions on the brand image communication strategy of public account enterprises.

The function and influence of using any tool or channel should be two-sided. Although WeChat public platform provides more channels and communication opportunities with new media characteristics for corporate brand image communication, brand communication or brand operation on new media, especially WeChat platform, is basically in an exploratory state, which is not so much an opportunity as a major challenge for corporate development in the Internet era. Of course, there are also WeChat official account, such as Ruijian Times, who can seize this opportunity to explore their own brand image communication methods and skills by using the communication advantages of WeChat social media. These arduous explorations have gradually formed a feasible strategic plan to spread corporate brand image based on WeChat WeChat official account.

1, fragmented brand connotation expression

Fragmentation is not only the unique content communication feature of WeChat, but also the communication feature of most social media. This feature is formed because social media gradually relies on mobile phones and mobile terminals in the development process, and has become an information tool used by most social media users to kill fragmentation time. The fragmented WeChat discourse communication mode makes the information communication mode in this platform shorter, smoother and faster. The fragmented communication mode is characterized by diversified information sources, scattered observation perspectives, fragmented information expression and incomplete information elements. Therefore, when enterprises follow this rule in brand image communication, the expression of brand connotation and the transmission of brand cognition should rely on more diversified expression skills and multi-angle expression horizons, rather than resorting to the same content or the same type of content push. The brand expression perspective in Ruijian era is constantly changing. Generally speaking, there are three perspectives: one is the mentor perspective of "I", which directly pushes the brand connotation from the brand perspective. Second, the user perspective of "you" can increase brand understanding by providing users with methods and urging guidance. Thirdly, from the perspective of the demonstrator "She", it tells the story of a third party's counterattack from "dohihara" through fitness, which conveys the spirit of encouragement and improves brand awareness.

2. Embedded brand information dissemination

As can be seen from the data of WeChat platform provided by Tencent, 73.4% of WeChat users pay attention to the public accounts of enterprises and media. Among them, 4 1. 1% people pay attention to WeChat WeChat official account mainly for information, 36.9% for convenience of life, and 13.7% for knowledge. This proportion accounts for 9 1.7% of the total share. From the data point of view, the purpose of users is obviously focused on information acquisition, convenient life and knowledge learning. Therefore, the richness of information is something that a successful enterprise WeChat official account must consider when operating its content. However, every enterprise WeChat official account inevitably needs to transmit corporate brand information, which will inevitably lead to the loss of content information. How to strike a balance between the two, the best way is to do embedded brand information dissemination, that is, to seek the high-quality combination of brand advertising information and information, so that brand information becomes an indispensable part of information, and users can subtly accept the expression of brand information in the content when reading and obtaining information. The relationship between fitness and diet is very close, and recipes are a very important part of content promotion in Ruijian era. On the recommendation content of recipes, the combination point chosen by Ruijian Times is the combination of the information content of recipes and brand information such as fan culture and professional identity in Ruijian Times. The creators of these recipes are fans of different network channels in Ruijian era. The introduction of creator identity further helps users to clarify the diversity of brand communication channels in Ruijian era. Every cookbook has a review column by nutritionists in Ruijian Times. The professional identity of nutritionists in Ruijian era also reflects and highlights the professionalism and authority of content operators in Ruijian era, which makes users have more trust in the brand.

3, anthropomorphic brand image positioning

As mentioned at the beginning of the article, the WeChat public platform currently has more than 8 million public accounts. Moreover, the behavior of WeChat users to pay attention to public accounts and receive relevant information is private, so how to make the public accounts of their own enterprises unique and distinctive is an effective way to adopt anthropomorphic brand image positioning. Users may not remember your brand name, but an anthropomorphic brand image with distinctive personality and unique image will leave them with a longer memory and a deeper brand impression. For example, the comprehensive and meticulous professional fitness instructor image created by Ruijian era; The image of Starbucks brand as a petty bourgeoisie coffee expert who knows more about coffee and life; Durex's image of a bad boy who can be naughty and cute. The construction of these images endows the brand with more humanized colors, and also allows users to understand, understand and accept this brand image positioning at a faster speed.

refer to

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