The Practice And Strategies Study On The Wechat Public Platform Of People’s Daily

With the rapid development of the Internet Technology, smart phones and computers became indispensable tools in people’s daily life. Especially, smart phones have the largest number of users. Hence, many Apps based on smart phone keep emerging,. Among them Wechat is the most influential one. Wechat is an instant messenger app that Tencent launched in 2011.Users can use Wechat to text to their friends instantly or send pictures, short videos, audios and so on. Wechat became so popular as soon as it was released. At present, it has the largest number of users in Asia. Wechat sets up a closed-loop social platform based on quasi real-name registration of users. The launch of Wechat public platform enabled this social platform to have media characteristics.Many enterprises and media, including some traditional newspapers opened their official Wechat public account one after another,. Wechat is gradually becoming an important part of traditional newspapers’practice on new media. This study is to explore the operational strategy of Wechat public account of People’s Daily,and of its advantages and disadvantages by analyzing the contents published in People’s Daily Wechat public account. The results may provide traditional media with useful information for their new media practice in future.This thesis studies the development and characteristics in spreading information of Wechat and its public platform. It also analyzs the approach of push and editorial strategy of the Wechat public account of People’s Daily by using content analysis. The study indicates that the Wechat public account of People’s Daily has an integration strategy for pushing. The number of Daily Pushing increases gradually, but the number of Daily Pushing articles remains stable. Its periods of pushing cover the whole day The research results also shows, in terms of contents, The Wechat public account of People’s Daily attaches equal imporatance to both users and contents. On the one hand, non-news topics become the major contents of pushing. Topics related to emotional life and health are its main pushing themes. Meanwhile,the Wechat public accountof People’s Daily is good at synthesizing network information. On the other hand, it still uses news as core contents. However, these news’angle are specific and writing style is close to the general public. This study also reveals that the Wechat public account of People’s Daily has some deficiencies, such as lack of original contents and interactivity. And the forms of its articles are old-fashioned.