| With the advent and development of mobile web, media organizations register the wechat public account in succession, exploiting its information dissemination superiority to expand their influence. However, opportunities and challenges coexist. Media wechat is faced with many difficulties.This essay researches on the management and development of media wechat based on a case study on Economic Observer's official wechat public account “eeo-com-cn” under the frame of Marketing, by methods of literature reading, content analysis, in-depth interview, to depict the management status of media wechat public account.The findings are as follows: from communication scale, continuous follow-ups about hot news as well as massive breaking news can obtain good results; from the timing of publishing, wechat public account can help print press dig the untapped bonanza;from the point of communication content, in EEO's official wechat public account the reading amount of every single popular article looks like a blowout with great randomness and contingency; from the propagation law, behind the randomness and contingency is the inevitability of spreading within the core reader sphere.Traditional media are faced with many problems in wechat public account. For example, lack of interactive content, poor data analysis and so on.This study is conducted to suggest that media wechat can make profits by following the propagation law. In the era of mobile web, professional financial media need to take further steps to practice customer-centric marketing concept and carry out the business practice based on value co-creation theory to cope with competition. Content is king and skillfully mine the print press' s rich ore. Spread within the core readers' ring and further explore propagation law of mobile web. Connection is the support and strengthen the management of user feedback. Shift in thinking and establish the new media evaluation system. |
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