| In 2011, Tencent launched an instant messaging software "Wechat". It is a free mobile application whose core function is the multimedia information and communication. Unexpectedly, its booming development in later years has gone far beyond the anticipation of all, not only setting off a whirlwind in the field of Internet products, but also triggering a shock in the media industry.In 2012, as an important module of Wechat, the public platform of Wechat was online. The traditional media, which is seeking new development on the trends of media integration, could certainly not miss this opportunity. For a time, opening the official Wechat account almost became a trend. "Wechat Strategy," or "Convergence Media Strategy" including the "Wechat Strategy" have been promoted to the strategic height of the entire newspaper office(or TV) or even the whole newspaper group(or media group).To traditional news media, Wechat is not only a "Wechat newspaper" but also a good marketing channel to some extent. It has become a very important tool for traditional media extending into the area of new media.Take the official Wechat account of the newspaper for example, it helps to expand influences and readers group of this newspaper by pushing news and the interaction with the readers. However, problems like "Content Homogenization" due to technical defects or slack staff do exist.Nevertheless, the newspaper’s official Wechat account has many advantages in marketing. Firstly, it has content superiority of mother media. Secondly, it compensates the insufficient interaction by mother media’ to some extent. Thirdly, its marketing methods and effects are also improving gradually.Actually, opening the official Wechat account is not just for competing for the attention and influence, but also the in-depth consideration of the newspaper business. Although the newspaper publishing industry has entered into the digital era very early, its digitized application, networked technology and information is in a high level, by which it has a relatively superior infrastructure for the future transformation and upgrading. Yet due to the restriction of time-limited content, diversified channels of information dissemination and the single business model of "Release + Advertisement", the existence and development of tradition newspaper’s publication is facing unprecedented pressure under the strong shock of the Internet.At present, the revenue from Wechat business of the traditional media could not compare with that of home media advertising. However, more and more advertisers had realized the unique advantages of advertising on the new media. The newspaper media really has a long way to go just at the point of the profitability of the new media business.For the topic of Wechat marketing for newspaper, this paper will cover following contents. The first part is introduction, presenting the need to study Wechat marketing for newspaper and literature review as well as research method. The following part will discuss related concepts of Wechat public platform, including communication mode and communication characteristics. Besides, it will also give a brief introduction of the current situation of Wechat public platform and taking advantage of Wechat marketing for newspaper, followed with cases analysis.It will concentrate on Luoyang Business Daily, as a new media which has been founded for five years showing little influence to the public, how to make a profit and build a brand through Wechat. The last chapter is mainly to draw a conclusion and give a view of prospects. According to the analysis of Luoyang Business Daily, this paper will not only conduct various researches on how Wechat public platform to spread message and different types for communication, but also provide helpful advice on how to take the road of innovation for traditional media’s official Wechat, especially for paper media which is under the serious homogenization and less active interaction situation. |
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