Research On The Communication Strategy Of Emotional WeChat Public Accounts

With the advancement of the times,the development of science and technology has brought about rapid changes in mass media.The new media has a world where great achievements can be made.It is also in such a social environment that the WeChat official account came into being.It has the characteristics of pertinence,freedom and low threshold,which is very popular among the audience.The WeChat official account,Weibo,etc.,which use emotion as the content of communication,and have achieved good communication effects.As a good emotional official account,"Leng Ai" is listed as research object.Combines Lasswell's 5W theory to analyze the account "Leng Ai",study its dissemination and strategy.The article begins with definition of WeChat official account and emotional WeChat official account to explore its communication mode and operation mode.Then,through the analysis of the overall development status of WeChat official account,the advantage of it in the transmission of emotional content is obtained.Next,the emotional content of “Leng Ai” is analyzed by the content strategy,the main strategy,the channel promotion strategy.The trend of the “Title Party” exists in the emotional WeChat official account,and the voice content is not comprehensive and the audience.More single,limited user interaction and other issues.Finally,it analyzes the problems existing in the “Leng Ai” and proposes reasonable solutions in the process of analysis,such as: regularizing the title,comprehensive voice popularization,strengthening the timeliness of hot events,The study summarizes the communication strategies of the official account “Leng Ai” in terms of content,operation channels and subject audiences,and also shows that the “Leng Ai” official account has advantages and disadvantages.This paper summarizes the limitations of its existence and comes with some suggestions to solve it.This is also useful for other emotional official accounts to make full use of their own advantages and promote them reasonably.It can also help people understand emotional knowledge and working together to build a harmonious society.