The Analysis On The Operating Strategy Of The Chinese Business News Weekly On Wechat

Wechat is the free instant message service developed by the Tecent Company in 2011. wechat launched the public platform in 2012.The traditional media was under threat, and has to use wechat public platform to keep the influence of the traditional content and branding.The features of how the wechat public platform operates include the abundant forms of the contents, the privacy of the communication, initiative of the users and accurate reach to the users. Which has changed the way of the contents creation and spread in a traditional media organization to some extent. However, without the limitation to the length of the contents, traditional media, which is famous for its ideas and depth of thoughts, has more advantages. As a classical content provider, magazine has also been challenged by the we-media, how magazine react to the threats and chances means a lot to the operation and develop of the traditional media.F This essay is about to present the features of the wechat communication, and to take the China Business News Weekly as an example. Through the description and analysis of its wechat public account, this study summarizes its experience and lessons during the process. The study found that it is ineffective to just copy the content from the magazine, and the way the magazine operates can’t be applied to the wechat public platform. Then Magazines should produce specialized content for the wechat public platform with consideration to the features of wechat communication, such as the reading habit of the mobile-screen. Besides, it is important for the magazines to make use of the wechat public platform to promote for themselves, only in this way can the magazine survive and thrive under the crisis of traditional media, since content competition is extremely fierce nowadays.