Emotional WeChat Public Account "Ye Ting" Operation Strategy Research

Iteration of technology and the ever-changing media environment are constantly giving birth to new forms of communication.Since its launch in 2012,the WeChat public accounts has matured after more than 8 years of development.Various types of WeChat public accounts with vertical content are also formed,and some of the emotional WeChat accounts are more successful because of the long standing of their reading volume in "100000+".In addition,the pain caused by the social transformation period has brought tremendous pressure to people in both physical and mental.Some of the emotions that are nowhere to be released coincide with the emotional WeChat public accounts that mainly the content of soothing the mind,focusing on growth and answering confusion.The New Rank data monitored by real-time data show that "Ye Ting" has long been at the top of the emotional WeChat public accounts.The WeChat public account was founded by professional radio host Liu Xiao in 2015.Now it has more than 30 million followers and has certain representativeness in emotional WeChat public account.Through the research of the operation strategy of "Ye Ting",we hope to interpret the operating rules behind the phenomenon of "100,000+" of emotional WeChat public accounts and provide some reference for the operation of other similar WeChat public accounts.In the specific research content,through the comprehensive use of literature research,content analysis,data analysis,case analysis and other methods,and through the study of the articles pushed by 'Night Listening' from August 1 to December 31,2020,it is found that 'Night Listening'has a dual form of expression in the operating subject,including the audio entrepreneurship of cross-platform media professionals in the background,and the construction of the real identity of the front desk.In terms of content operation strategy,it mainly displays its unique content characteristics through diversified discourse construction such as female discourse,interactive discourse and private discourse.At the same time,"Ye Ting" focuses on cultivating users' usage habits through the communication mode of "The combination of form and spirit".In the channel operation strategy,"Ye Ting" mainly focuses on both internal and external aspects.Internally,it centers on "Ye Ting" and radiates a variety of we media platforms to form linkage.Externally,it mainly constructs diversified fusion channels based on "Ye Ting",continuously extending the industrial chain and broadening the audience.In terms of user operation strategy,it is considered that "Ye Ting" is a process of interlocking from user positioning to user acquisition,user retention and user realization.In this process,users are not only the objects of content dissemination,but also the objects of content transformation and product sales.In terms of business operation strategy,it is mainly reflected in the extension of Brand Value.On the one hand,brand traffic attracts advertising and premium courses promote content payments.on the other hand,native advertising is integrated into brand image to promote realization.At the same time,compared with the main media of emotional communication in the 'paper age' family emotional magazine,it is found that the emotional WeChat public account 'Ye Ting' has both a certain inheritance and new development in the new environment.At present,the deficiencies of 'night listening' operation strategy of emotional WeChat public signs are mainly reflected in the following aspects:homogenization of content,ethical dilemma caused by publicization in the private field and excessive prominence of internal user orientation,In view of these drawbacks,this paper puts forward three optimization suggestions from the perspective of operation strategy:strengthening gatekeeping,adhering to the ethical bottom line,and adhering to content as the king.