Study Of Newspaper Media Marketing Based Wechat

Public platform of Wechat launched by tencent in August,2012.its main slogan is:"No matter how small the individual is,it also has its own brand." The public platform of Wechat creats a platform mode that a public account to publish information, for individual users to listen to, which is similar with mobile operators’s newsletter service. The Wechat is used more and more popular in Sina microblog after Wechat public platform online, because its low threshold, high degree of freedom, strong interaction. Many grassroots large, media, enterprises have settled Wechat’public platform, and show Micro message code in Sina micro-blog frequently, which attract fans attention and subscription. According to "the investment community" micro-blog released information, There are dozens of grassroot accounts that have more than100000fans in the public platform of Wechat, in just a few months.Such as Chen’s individual public accounts was called "annual we media"by southern weekend,.It has57million fans at the end of2013.Public platform of Wechat is not only the enterprise’s darling,the media is also involved in efforts to start to make the public platform of Wechat marketing for themselves better.According to the speed of road net2013Wechat user behavior analysis report about what sort of public accounts that users care about.according to the survey,26.43%of users favor of the news media. Users get fresh, interesting, hot news and information by paying attention to the news media. In April2013, the official Wechat of the CCTV news start, triggering the peak of media openning Wechat public account.And all of the media have opened Wechat public accounts so far.Under the environment of multimedia convergence and the impact of new media, the marketing channels of newspapers media face difficulties. Although the Wechat media marketing is in the initial and exploratory stage, but whether the Wechat can become a way to break through the paper media?What kind of unique advantage does Wechat has in the newspaper media marketing? How can the newspapers media make use of Wechat to markiting? What changes does Wechat occurred to the newspaper media? These are the issues to be studied in this article.The author of the contents of this paper is organized into the following aspects: the first chapter introduces the topic reason, Summary and research methods. The second chapter focuses on the unique advantages of the Wechat media marketing in the newspaper, from its mode of transmission and characteristics, discusses the unique advantages of Wechat marketing in newspapers media. On Chapter3," the Wechat marketing case of "Jianghuai Daily" is the focus of the paper, that study the the newspaper media can make use of Wechat to do what. Mainly from the process of communication:control analysis, content analysis, channel analysis, audience analysis, five effects analysis and theoretical aspects of the Wechat marketing, media, newspapers were analyzed and discussed, and summed up the characteristics and inadequate marketing. Based on Chapter IV of Chapter III on the basis of newspaper media thinking that what changes does Wechat marketing do to the newspaper media, and lack of prospects. Through this study, we can see the Wechat marketing in the newspaper media and to provide a reference and reflection.Wechat has changed the way of news production, press push, news receiving and user feedback of the traditional newspaper media, newspaper media use Wechat to push real-time information and interact. Newspaper media marketing based on Wechat has the disadvantages of content homogeneity,lacking of core data analysis and inadequate popularization etc.but the newspaper media Wechat marketing inherited the content of the print media advantage, supplement the deficiency of the print media interaction, and marketing way and effect of monitoring tools are gradually improve. We believe that the Wechat for traditional news media, is not only a news content delivery channels, but also a good way to marketing, it can help media mining user resources better. Wechat is an important opportunities for the expansion of the traditional media to new media.