People 's Livelihood News Program Micro - Letter Public Platform User Use Research

In this fierce competitive context of the media, public platform of Wechat which is launched by the Tencent presents a new opportunity for the traditional media, and the enormous quantity of users produces a significant benefits of promoting and marketing for it. With the help from the strengths of public platform of Wechat, TV civic news could set up a public space for people and obtain more resources of news under the background of the media integration and the advantages of the news of people’s livelihood which is accessibility. News media gains the comments and feedbacks via this public platform, thus it could improve the contents instantly during the process of edit and optimises the quality of news. As a result of this process, the coverage of TV news is extended and the survival foundation of media is expanded. In order to offer better services for users, the public account of Wechat should better to understand the users’ using status so that to be successful in the fierce competition probably. In this report, initially a survey about the users’ using status of Wechat public platform of ’Shaanxi City Express’ is undertaken. And by means of the survey, there are mainly three motivations that push users on using, they are motivations of obtaining informations, recreation and participation of the public affairs. And there is a tendency that the users become younger and rely more on public platform, most of users hold a positive point for this. Secondly, by applying the method of content analysis, the statistics of the quantity and content of push notifications and when it sends the push notifications during 62days from 1st December 2014 to 31st January 2015 and the analysis of the present transmission approaches of’Shaanxi City Express’ achieve the conclusion that it meets the users’ needs of obtaining informations participation of public affairs, user personalisation, alleviation of pressure and fragmentation reading. Then, there are some suggestions for the development in the future. First, treat younger users as the core ones. Second, contents of news would be accurate and attractive,and according to the contents, spread different news to different users. Third, service-oriented, send the push notifications accurately and carefully. Fourth, replacing fixed time notifications with instant messages. Fifth, emphasizing the appropriate usage of multi-media platform. Sixth, all-round and multi-dimension interaction.