浅谈百货商业体微信公众号的运营策略——以“天津海信广场”微信公众号为例

Brief Discussion on the Operation Strategy of WeChat Offical Account of Department Stores——Taking the WeChat Offical Account of "Tianjin Hisense Plaza" as an Example

在百货商业体中,微信公众号起着宣传窗口的作用,是展示商业体的生活方式、时尚态度、服务受众的重要途径。本文以"天津海信广场"微信公众号为例,拟从传播受众分析、传播内容编选策略及传播效果判定、运营团队建设4个方向分析百货商业体微信公众号的运营策略。

The Wechat offical account is the most popular way for publicity whithin the modern department store business,and also it＇s significant for the business exhibition of lifestyle, department store; WeChat; Wechat offical account; operationstrategy; Tianjin Hisense Plazafashion and audience service. Based on the case study of ＂Tianjin Hisense Plaza WeChat officeaccount＂, this paper makes the operation strategy of the department store business WeChat official account, by the analysis ofcommunication audience, the determination of communication effect, the strategy of communication content selection and thebuilding of operation team.