| The popularity of the network and the rapid rise of new media have brought great impact and challenge to the traditional media.The new media has the advantages of fast information transmission,easy access and strong interaction.And it can better meet the reading needs of the public in the network era.The WeChat public number,born under the background of media integration,provides a new opportunity for the transformation of traditional media both in platform function and in content production.In June 2013,China Education Newspaper opened an official account on WeChat public platform,attracting about 200000 users in one year,China Education Daily,under the influence of the Internet wave,seized the mainstream position of educational public opinion,and formed a new pattern of transformation from traditional media to new media and multimedia to promote each other.It has further promoted the social communication and brand influence of the China Education Newspaper.This paper selects the China Education Daily,the authoritative national education newspaper,as a study case.The opening,classification and communication characteristics of WeChat public number are summarized.And combining the relevant concepts of social and economic benefits in the theory of publishing,the survey index of the social and economic benefits of the "China Education Newspaper" WeChat public number are designed.The survey indexes of social benefits are mainly designed from three aspects:the degree of publishing to meet the needs of the readers,the implementation of the policy and the implementation of the policy and the level of the publishing service.The two aspects of the evaluation index of economic benefits mainly from the value of the public's product value(including the value of content and service value of the product)and the cost of the production and sale of the product.Through data statistics and example analysis,the social and economic benefits of China Education Daily's WeChat public number are evaluated.Through the evaluation and analysis of the social benefits and economic benefits of WeChat public number in China Education Daily,we find that the WeChat public number of China Education Daily as the official media,pays more attention to the realization of social benefits of the public account,and the source of economy is relatively single.The publication of economic benefits is an important condition for the realization of social benefits.Therefore,in order to meet the readers' spiritual and cultural needs,we should also strengthen the marketing concept of the China Education Newspaper's WeChat public number.The economic benefits and its popularity should be obtained through the sales of products and service to achieve the sustainable development of the WeChat public number.And taking into account the organic unity of two benefits at the same time.In view of the shortcomings of the social benefit realization process of China Education Newspaper's WeChat public number and the path to realize the economic benefits,and referring to the operation strategy of other public numbers with good communication effect,the relevant suggestions for the development of the China Education Newspaper's WeChat public number are put forward.The conclusion of the last chapter puts forward the achievements and shortcomings of this research,and makes prospects for future research.As an authoritative and influential national daily daily,the Chinese education newspaper,taking its official WeChat public account as an example,can provide reference for the operation of the paper media's WeChat public number in the whole education industry,and help the educational paper media to seize the opportunity in the new round of transformation and change in order to promote the development of the digital publishing of educational paper media.At the same time,this provides new ideas for educational medias transformation and help it seize the opportunity in the transition to a new round of revolution. |
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