Research On Tencent Mobile News Client Communication Strategy Based On User Experience

As a typical representative of mobile new media,Mobile news client needs to enhance and optimize its own user experience when providing a communication service.Based on the understanding of the importance of mobile news client communication strategy in user experience,using literature research,case analysis and comparative analysis as main research methods,mainly study the communication strategy of Tencent mobile news client from four experience levels: audiovisual experience,content experience,operation experience and emotional experience.Among them,the audiovisual experience level mainly analyzes communication strategy from three aspects of the interface style,communication form and editing layout of the Tencent mobile news client;the content communication strategy of Tencent Mobile News Client was studied in four aspects: the content production mechanism of PGC and UGC,the satisfaction of long-tailed users using the personalized content,the authenticity of news content,and the timeliness of information;at the operational experience level,the communication strategy of the Tencent mobile news client is analyzed from the perspectives of increasing the interesting experience of innovative communication,enhancing the communication convenience by information architecture,enhancing the interactive experience highly valued by users;at the user emotional experience level,communication strategy is analyzed from three aspects: humanization of news reports,respecting the user's subjectivity and satisfy the user's social interaction and image-shaping needs.Finally,thinking and summarizing the mobile news client's problems and deficiencies in three aspects: content experience,operation experience and emotional experience,then making suggestions on the communication strategy for them.