The Analysis On The Official Sina Weibo’s Development Of The People’s Daily

The emergence of the Internet has changed the traditional media tothe spread of the ecological environment. Microblogging open to anewspaper media development has brought the unprecedented challenge andimpact at the same time also brought shock. Newspapers in the newspapernet integration environment, open weibo, using weibo, exert itsadvantages. The People’s Daily, the communist party newspaper, walked outof their own characteristics in terms of weibo operation, believe asuccessful case, the phenomenon is worth further study. How it will bringother print media experience and draw lessons from, in addition, thedisadvantages of its own development and how, what’s the solution strategy,these are problems which need to be thought in this paper.The main content of this paper includes the following several aspects:the first part, an overview of the newspaper media to open weibo, mainlyon the influence of the microblog brings to the newspaper media,newspapers open weibo reason; The second part, the status quo of thePeople’s Daily, the official weibo, this section covers the officer ofthe opening, the development, main content, plate Settings, such ascontent, furthermore, analyzed the characteristics of the People’s Daily,the official weibo; The third part, the analysis of the People’s Daily,the official weibo and People’s Daily, at the same time, compared toPeople’s Daily, the official Po and several other influential weibo types,analysis of their different characteristics, and then find out the reasonsfor the success of the People’s Daily official Po, at the same time canalso be found his deficiency in the competition; The fourth part, throughthe analysis of the above content, find out the problems existing in thedevelopment, and put forward the proposal. Finally come to the conclusionthat party newspaper also include some other newspapers media weibo inthe competition should pay attention to cultivating their own weibo operation personnel, improve the information mechanism of "check",specifications weibo media workers. At the same time, weibo and newspaperis one of the integral whole, should have brand awareness, balance thenewspapers and the relationship between the weibo, to complement eachother, each other in this way can we better make newspaper brand.