The Study On The Commercial Model Of WeChat In The Publishing Industry

The great development of mobile Internet,has brought the explosive growth of mobile Internet users,as of December 2015,mobile Internet users accounted for 90% of the total number of Internet users in China.As a social platform for information dissemination,content dissemination is the most important function,the content spreading of WeChat and publishing activities are highly fit,plus WeChat platform of free use and low barriers to entry,WeChat has become a new platform for the development of the publishing industry.This paper mainly summed up publishing industry in three modes of commercial development on We Chat platform through the literature analysis method,case analysis method and interview method,combined with the features of WeChat,analyses from the strengths,weaknesses,to strategy,and provided strategies for the development of each mode,in order to provide a reference for the publishing industry's commercialization on the WeChat platform.The concrete research content are as follows:The first chapter is the introduction,which shows the background and significance of the topic,the current research status of related fields,the research methods used in this paper,the main research contents and innovative points of the paper.The second chapter introduces the base of commercialization on WeChat platform,analysis of the favorable conditions for the development of commercial WeChat platform from the development process of WeChat,the product of the project,user analysis and industry development four aspects.The third chapter introduces the first mode-WeChat public number marketing mode,this chapter firstly combined with WeChat's mode of transmission and characteristics,analyses the advantages of using WeChat's public number to carry out marketing.Then select three cases and analyzes the use of We Chat public marketing promotion strategy.Finally,according to the case analysis,summed up the publication of the public use of WeChat's marketing strategy.The fourth chapter introduces the second mode —— the WeChat book store.Choose "City Pictorial" as a case,analyses the structure and marketing strategy of WeChat book store,discusses the construction and operation,the advantages and disadvantages,and the selling strategy of WeChat book store.The fifth chapter introduces the third mode—— WeChat self publishing.The "Lang club",as a typical case,summed up the WeChat outlook since the publication of the through the analysis of the profit model,combined with a comprehensive analysis of the Luo Ji Si Wei,such as Chen Kun case.The conclusion part summed up the feasibility of the three modes,also summarizes the advantages and disadvantages of three modes,proposed quality content service is the basis for the source of all modes,have a good expectation of the commercialization of publishing industry on WeChat in the future,especially the WeChat self publishing.