基于游戏化设计的微信公众平台发展对策研究

Research on the Development Strategy of WeChat Public Platform Based on Gamification Design

微信公众平台服务具有用户规模庞大和内容形式多样的特征,成为企业营销宣传的一个重要渠道。针对微信公众平台应用中存在的用户参与度不够等问题,研究基于游戏化设计的微信公众平台发展对策。游戏化设计的运用可以吸引更多用户参与公众平台活动,因此对于移动互联时代的企业营销宣传具有重要意义。在总结现有相关研究的基础上,运用SWOT方法分析微信公众平台采用游戏化设计的优势、劣势、机遇和威胁;最后提出基于游戏化设计的微信公众平台未来发展对策,为移动互联时代下微信公众平台的发展提供参考建议。

Public platform services rooted in WeChat applications have become an important channel for corporate marketing and publicity due to the large scale of users and the diversity of content forms.Aiming at the problems of insufficient user participation and low open rate in the actual application of WeChat public platform,we focus on the development of WeChat public platform based on gamification design.The use of gamified design can attract more users to participate Public platform activities,therefore,have important value for corporate marketing in the era of mobile internet.On the basis of summarizing the existing relevant research,the SWOT method is used to analyze the advantages,disadvantages,opportunities and threats of the WeChat public platform adopting gamification design;finally,the future development countermeasures of the WeChat public platform based on gamification design are proposed,which is for WeChat in the mobile Internet era Development of public platform Refer to suggestions.