Content Analysis Of Professional Wechat Officials ’Her Life’

Since 2012, on-line Wechat official accounts fast development have impacted on the way people of reading habits and access to information, numbers of various public official accounts also makes the way people read more fragmented, which costs time and more attention to focus. The audience have been tired of general and normal information which could obtained in every channel and copied content, these phenomenons all lead to the rising and popularity of a new type of professional Wechat accounts, which are also called vertical accounts based on providing the professional information of certain area. Professional Wechat accounts are featured of its unique and specific targeted audience and original content, as result, they could obtain valuable information they think quickly and easily. This thesis selects the New i-median 《Her Life》, which is more successful in development and operation, as the case. Through the methods of case analysis, content analysis, references analysis ect., This study summaries the features of 《Her Life》 in content strategiesBesides, this study defines the influence of content selection of 《Her Life》 in operation effect: the increasing number of users, interactivity and social effect. It shows that "《Her Life》 " has the advantages and disadvantages in its operation strategies as the professional account. This thesis summaries the meaningful and constructive methods to the development when i-medians conduct wechat professional official accounts. 《Her Life》 creative content selection and unique audience target strategies provide experiences for original business modules of the rest account which concentrated on original and professional content, and summarize the experience of improvement of popularity and creativity.