The Operational Strategy Of The We Media

Since the 21 st century, the emergence and development of the Internet has brought a fourth revolution to the spreading of humans. It upgrades propagation vector and the transmission medium as well as realizes the digital processing unity of various modes of transmission such as digital, voice, text, sound, pictures and videos. Meanwhile, the emergence of interactive communication model has changed the traditional relationship between the communicator and the audience. Besides, “decentration and recentration” is the basic feature of the fourth revolution. Under the influence of such dynamic process, China’s opinion leaders class rise rapidly. It leads the new round of reshuffle of social relations and the further expansion of discourse space. At the same time, the rapid development of new media has broken the strict boundaries of traditional mass media age and the recipient. It indicates not only the coming of a new era of the Internet, but also the era from the media. However, in the early stage of the media development, grass roots phenomenon is serious. Because of the unbalanced level of the news anchors, the lack of operational experience, the roughness of the produce process and the similarity of the contents, many self-media have small influence, poor management, long-term losses. Even some of them are forced to cease operations. Therefore, there is no rule for the operation of self-media.Based on the above situation, the author has tried to start from the eye of self-media operation, and then analyze the "Luo Ji thinking" operation strategy, so as to propose that viewpoints that Internet thinking is the core of self-media operation. In addition, the author concluded several self- media strategies under the Internet thinking to provide some reference from media operations.In this article, the author first sort and summarize the domestic scholars’ research results and related theoretical knowledge of self- media and "Luo Ji thinking" program. Secondly, comprehensive and systematic exposition of the definition, classification and the spreading advantage of self-media were presented to provide a theoretical groundwork for the following study. Then, the author delineated the type of current self-media operation. Besides, the author noted that during the operation, some self-media showed some problems such as content homogeneity, small amount of fans, the weak impact, and the uncertainty of profit model and analyzed the causes of the problems. Besides, I came up with that the appearance of "Luo Ji thinking" had brought hope to self- media operations. In addition, focused on the operating strategy of "Luo Ji thinking", the author analyzed the successful operation of “Luo Ji thinking "from the "creation of attractive personality body " "founding of a community "and “ profit model” to sum up the concrete steps to operate a program successfully. At last, the author proposes a viewpoint that the success of "Luo Ji thinking" operation derived from the application of the Internet thinking. Through analyzing the impact of the Internet thinking to self- media and combing the nature of the Internet thinking, I proposed some suggestions to provide a reference to self-media operation: 1) build high-quality content and personalization host to build "connection"; 2) guarantee good user experience in the community to enhance "connection"; 3) adopt multi-platform interactive dissemination to increase the "connection capacity" 4) and apply innovative and diverse revenue model ensure sustainable development of the "connection".