Research On WeChat Matrix Of China Youth Daily

With the development of science and information technology,the importance of new media in the dissemination of modern information has become increasingly prominent.As the representative of the new media,Weibo and WeChat have already bring together a large group of users in a short time,which constantly erode the living space of traditional media.In order to get out of the dilemma,the integration of transformation is the best choice for traditional media,and establish a WeChat official account is one of the ways.As an important part of the development of traditional newspaper industry,WeChat official accounts make up short boards for newspaper,such as information presentation,user interaction,multi platform marketing.At present,the WeChat matrix which is composed of WeChat official accounts is becoming an important force to open up the market in the mobile terminal for traditional media.China Youth Daily has a strong sense of innovation,but the development of its WeChat official accounts is not ideal.The audience group of China Youth Daily is highly fit WeChat users,so the integration development of its new media platform has a brilliant future.In order to promote its healthy development and provide experience for other traditional media,China Youth Daily WeChat matrix is taken as the research object in this paper,which development status,existing problems is researched and reasonable suggestions are put forward.The existing research of WeChat matrix is reviewed,the concept of WeChat matrix is clarified,and the sample collection time and analysis category is determined at first.Then the operational objective and framework of the WeChat matrix are analyzed,the development characteristics of the WeChat matrix are combed.The specific content of WeChat official accounts in the matrix is used as the starting point,large amounts of data are collected,its content,layout,push situation are analyzed,then the characteristics of the WeChat matrix are summarized.On the basis of above work,the problems of the China Youth daily WeChat matrix in the aspects of resource utilization,audience interaction and transformation concept are summarized.In order to promote the healthy development of China Youth Daily WeChat matrix,the corresponding suggestions for the existing problems are put forward.The study found that the China Youth Daily WeChat matrix focuses on meeting the integrated demand for information and services of users.The good operation of WeChat matrix is helpful to China Youth Daily in expanding the content distribution channels,making up the short board in interaction and media brand marketing.the China Youth Daily We Chat matrix distinctive in content,arrangement and push.However,some WeChat official accounts is still formally digitized,the resulting polarization has affected the overall development of the WeChat matrix.In order to solve these problems,some suggestions are proposed in this paper.Firstly,the high quality resources should be balanced allocated to enhance the ability of multimedia applications.Secondly,the audience interaction should be enhanced and the overall brand marketing promotion of the WeChat matrix should be carried out.Thirdly,the thinking way of China Youth Daily needs change to promote the balanced development of WeChat matrix.The WeChat matrix should be taken as a powerful starting for the development of media integration and the Internet thinking should be implemented thoroughly,so as to promote the comprehensive development of China Youth Daily in the new media era.