Research On Operation Strategy Of "Mangguo Dushi" Wechat Offcial Account

In recent years,in the face of the impact of new media,traditional radio and television media have encountered unprecedented severe crisis,and have used the advantages of new media to carry out all-media transformation.In July 2012,the public platform of Wechat was opened to users.According to official confirmation of Wechat,the number of registered public numbers of Wechat was more than 20 million in that year.Building the public platform of Wechat has become a testing ground for traditional radio and television media to test new media,explore the development of financial media and improve their core competitiveness.As a representative of provincial surface media,Hunan Metropolitan Channel launched the official Wechat "Mango City" in December 2017.Its purpose is to broaden the channels of news dissemination,make up for the lack of interaction with the audience and enhance the influence of Hunan Metropolitan Channel.Although Mango City came on line late and missed the dividend period of Weixin Public Number,it has developed rapidly and has now become the top five news numbering in Hunan.From Hunan City to Mango City,the audience group has changed from audience to user,and the content characteristics and channel operation have also changed.On the one hand,the topics are mainly local news,while focusing on the "landing" of hot spots on the Internet and the local convenience services;on the language expression style,it emphasizes that the news information is easy to understand,and often uses concise and clear short sentences to explain the news information;on the push form,it combines video,motion pictures,text,pictures and other forms to enhance the user's reading experience;on the other hand,it focuses on the "landing" of hot spots on the network and pays attention to the local convenience services.Emphasis is placed on multi-level auditing.On the other hand,in the channel operation,through multi-platform linkage for the Wechat public number "Powder Guide",make full use of the live broadcast platform and user interaction,emphasizing strong links online and offline.At the same time,"Mango City" through a series of reports,deepening the user's impression of the news,improve the influence of the media itself,and organize some welfare activities,feedback users.Of course,"Mango City" Wechat public number also has some problems,such as brand over-reliance on mother media,low quality of original content,unclear profitmodel and so on.In the future development,we should pay attention to interactive promotion of brand value,push more high-quality original content,and integrate resources to develop profit channels through the Wechat community.In a word,through the research and analysis of Mango City,the dissemination advantages of Mango City are explored,and its operation strategy is clarified,so as to provide reference for the development of traditional TV media.