Research On The Promotion Of The Communication Effect Of The Official WeChat Account Of The Shaanxi Provincial County-level Rong Media Center

Since the speech of General Secretary Xi Jinping in August 18th in 2014,the issue of media integration has been widely concerned in China.The construction of the county-level financial media center is a reflection of the country's macro strategy of media integration from media at the provincial level and above to China's social media.How to promote the localization and integration of the county-level financial media in combination with the special regional communication and governance environment under the promotion of national policies is a common problem in the development of county-level financial media.However,due to the relatively backward economic development and weak resources allocation in the western counties of China,the localization characteristics of county-level financial media are more prominent,and the development of county-level financial media requires more practical attention.The official micro-public account,as an important part of the construction of the media matrix in the county-level media integration process,plays an important role in improving the communication and influence of the county-level media integration center.This article starts with the current status of the official micro-public account of the county-level financial media center in Shaanxi Province,and uses quantitative analysis to explore how the official micro-capital infrastructure,the content of the communication,the form of communication,and the operator affect the effect of the official micro-media communication.The development path of the micro public account.After research,it was found that the official micro-public account of Shaanxi County-level Financial Media Center has a low operating rate,and the official micro-matrix is geographically unbalanced.There are relatively many official micro-accounts in northern Shaanxi,followed by Guanzhong and South Shaanxi.County-level financial media official micro account that has not been certified and operated;welcome speech and basic design of the menu bar lack interaction and service quality is not outstanding;different time periods have different effects on the communication effect,and the communication effect is relatively good from 18:00 to 20:00.The official micro-construction of the county-level financial media center in Shaanxi Province has much room for improvement.At the level of communication effect,the overall level of reading is low,and the maximum number of readings has not exceeded 6,490.The number of readings is significantly related to the number of readings.The texts with high readings are correspondingly higher in readings,which is more likely to trigger audiences."Second communication" behavior;the lack of attention of the official micro-audience,the sharing desire is not strong,and the two-way interaction between the communicator and the audience is not good.In terms of dissemination content,the attributes of information issues are significantly related to the dissemination effect.The dissemination effect of social,people's livelihood,life service and cultural information is better,the dissemination effect of party,government and economic information is second,and the dissemination of comprehensive news and advertising information.The effect is relatively poor;the higher the degree of mass relevance of the information,the better the spreading effect;among the attributes of the information source,the original text spreads better,and the text of the "maintenance" of the traditional media in the county is directly spread Relatively poor;in terms of the geographic properties of information,the official micro-information of Shaanxi County-level Financial Media Center mainly uses the county as the main dissemination area,and the targeted dissemination is strong,and the information source has a greater impact on the dissemination effect.In terms of form of communication,the influence of a single form of communication on the effect of communication is not clear.A form of communication rich in the dynamic characteristics of new media can enhance the effect of communication;more advertisements in the typesetting design and the lack of aesthetics and design are not conducive to improving the effect of communication;Message-oriented and retain the traditional communication thinking of traditional media.On the operator side,the operator lacks awareness of user promotion and has a tendency of negative blind communication;the lack of awareness of interaction with the audience cannot establish good communication with the audience.Operational conditions have a certain impact on the effectiveness of communication.Finally,combined with the above analysis,this paper gives the development path of the official micro-construction of the county-level financial media center,namely:First,the transformation of the official micro-media person is achieved through the establishment of integrated communication thinking;the second is the realization of the communication content highly close to the people The transformation of communication content;the third is to guide users to participate in the whole process of communication through the communicator to achieve the transformation of the communication model.