Research On The Communication Characteristics And Operation Of WeChat Public Account

With the rapid development of the mobile Internet, forms and types of media have undergone tremendous changes, WeChat, changing from a simple instant messaging tools to a set of videos, friends, marketing, public platforms, becomes the most competitive new media communication tools, constantly changing the way we live and work. WeChat has entered the 6.0 era, WeChat public accounts, as a new form of media, establishing based on WeChat public platform, has penetrated into every aspects of social life, with "strong relationship, refined communication" propagation characteristics. WeChat public accounts become enterprise, media, government and personal media to test the water from a natural testing ground. Meanwhile,it optimizes the users’ experiences and meets the audience’s psychological, social and self actualization needs with high-quality content and diversified services.WeChat public accounts show great vitality in the new media market, mobile Internet era, operators should effectively use the communication value of WeChat public accounts and included in propagation matrix, making it promote the spread of mobile deepen weapon.This paper researches and combs communication characteristics and communication practice of We Chat public counts, mainly from communication theory and specific operation two aspects. In terms of communication characteristics, WeChat public accounts subvert the communication mechanism of traditional media, showing the new features of communication, which is diversification of communication, for the content of communication of multimedia forms of cross, audience initiative highlights, mode of transmission for the integration of various communication modes. Based on this, the author analyzes the new changes of WeChat public accounts reflected in the new communication ecology such as "agenda-setting" "opinion leaders" and "spiral of silence" and other traditional communication theories, these theories enrich and change the existing theory in the way of reconstruction, strengthening and digestion.In the aspects of communication practice,using quantitative and qualitative methods,the author analyzes the specific operating characteristics of WeChat public accounts, and from the image of communication, information pushing and interactive communication three levels, and promoting the inadequate of promotional efforts, the lack of original content and interaction between operators and audience,audience and audience and other questions in the specific operations of WeChat public accounts.Based on the development shortcomings and bottlenecks of WeChat public accounts, the author put forwards a series of innovative ideas and communication strategies from the three-dimensional extension,granulated communication, center Interactive, vertical management four aspects,believing that further regulation of WeChat public accounts’ operation, enriching the content of communication, enhancing its spreading effect.