Tea Culture Wechat Official Accounts Operation Design

Since the WeChat public number was formally launched on August 23,2012,it has been five years.The "App and WeChat official account market research report for 2016" published by iiMedia Research shows that as of 2016,the number of China WeChat official accounts exceeded 12 million.It is estimated that it will be around 20 million in 2017.According to the Qingbo Index,as of November 2017,there are more than 30,000 tea related WeChat official accounts that can be found.The rise of the WeChat official accounts has brought prosperity from the development of the media.However,with the dramatic increase in the number,the dividend period has also quickly passed.The "2017 WeChat User&Ecological Research Report" released by Penguin Intelligence reveals that the number of official accounts under tens of thousands of fans is as high as 76.1%,and only 1.8%of the official accounts can have a million-level influence.The slow growth of fans,the low open rate,and the lack of quality content are the difficulties that most of the WeChat official accounts currently face.Teapotea is a tea knowledge sharing platform created by postgraduates of tea science major at Zhejiang University.Since its official operation on June 17,2017,as of November 4,2017,it has pushed 56 original articles and 1,184 fans.Despite attracting a large number of high-quality fans through the provision of high-quality original content,Teapotea still has problems regarding the operation,such as difficult content creation,high professional barriers,and restricted distribution.Focusing on the positioning of a professional,systematic,and interesting tea knowledge sharing platform,Teapotea hopes to use the new media platform to make some efforts in the spread of tea culture and expects to create a younger brand.This program is based on the study of the user's behavioral habits of the WeChat official account of tea culture,and draws on the operating model of the same excellent tea culture WeChat official accounts,and at the same time combines the specific operating conditions of Teapotea for six months,analyzing the gains and losses in daily operations and trying to provide a more targeted and operational design.We hope to take this opportunity to enhance the brand influence of Teapotea,sum up some new media operation skills of tea culture communication,and provide some practical experience for the study of new media channels related to tea culture.The program consists of four chapters.The first chapter is an introduction,introduces the research background,research purposes,and research methods.The second chapter analyzes the operational condition of Teapotea and understands the users' psychological and behavioral habits.The opportunity and challenge of Teapotea at this stage;the third chapter analyzes several tea culture WeChat official accounts,explores and summarizes their strengths in the operation process;the fourth chapter is the main part of the program,for the previous insufficient operations,actively tried from the four aspects of content,form,promotion,profitability,and through a number of quantifiable indicators for phased assessment.Based on this,we will futher optimize the current implementation plan.