| Media form changes greatly with the advent of the era of omnimedia. The emergence of WeChat reconstructs the way of general public receiving messages to some extent. Under the background of omnimedia, this article is about to analyze and summarize the core function of WeChat--WeChat public platform and investigate its media value by typical public accounts--People's Daily and Logical Thinking and meanwhile put forward corresponding countermeasures and elaborate the development trend of the platform in the future in view of the problems that WeChat public platform is facing.The development of information technology promotes the innovation of omnimedia environment and an increasing number of people and social organizations select the emerging platform to marketing themselves. As the number of WeChat users increases sharply, the appearance of WeChat public platform redefines media ecological environment and affects common users' habits and also reconstructs the propaganda paths of different social organizations. This thesis using data analysis method, content comparison method and literature review method selects 2 relatively mature and representative public accounts from WeChat public platform, i.e., People's Daily and Logical Thinking (an Internet knowledge community) and reconstructs the form, characteristics and advantages of articles posted by the two accounts and meanwhile analyzes the positive influences of WeChat public platform on the promotion and marketing of social organizations such as news media, enterprises and individuals.WeChat public platform--People's Daily has been widely acclaimed since its launch. As an important position of party's public opinion and propaganda, adhering to the correct orientation of the value, People's Daily produces a large number of essays which have emotional resonance with the audience. Meanwhile, with full respect of the law in the Internet age, this platform changes the previous production mode, which ultimately makes the extremely rapid development of the mobile information entry of the People's Daily--WeChat public platform. In addition, combining the advantages of traditional content production with the new features of the new media, the platform enhances the depth and breadth of dissemination, so as to realize multi-channel media fusion development in the environment of omnimedia.The public platform--Logical Thinking has made the breakthrough from zero to 500,000 of subscribers within 8 months since its launch. Luo Zhenyu, the founder of the platform attracts many followers on theInternet, and his books selling on the platform were snapped up since its on-line. This platform has a daily push of the audio recorded by Luo Zhenyu with a duration of 60 seconds. As the former host of CCTV, Luo Zhenyu has the advantage of radio and TV host, and is familiar with the law of mass communications. But compared with the traditional host, he systematically takes advantage of the new media in the era of omnimedia, and conforms to the trend of the times. This thesis will specifically analyze this characteristic audio. Meanwhile, diversified forms, simple and convenient operation, accurate user data, and the commercial operation of the platform are also the key to the success of the platform. The promotion program of books and knowledge have few categories and are not high in quality. The public platform--Logical Thinking launches a weekly video program to further enhance the impact of itself, which not only satisfies the subscriber's thirst for knowledge, but also attracts more users of public platform. In addition, the operation of the platform is simple and quick. Users can jump to a relevant article or purchase link through the audio at anywhere and in anytime. Such commercial operation makes the platform have the material basis of knowledge production.However, it is undeniable that there are many problems demanding prompt solutions in the process of WeChat public platform operation, for instance, false information overflow, imperfect review mechanism, less interaction with the user, and so on. In the actual operation of current WeChat public platforms, many operation entities have the problems of serious plagiarism and plagiarism interactive form, which is an important factor restricting the development of WeChat public platform. WeChat public platform is the product of the omnimedia environment. Only the platforms product positive continent, while meet the users' needs and break the boundary between users and platforms, can the positive role of the platform be fully functioned. Concerning the main problems faced by WeChat public platform, this article performs an analysis and puts forward some specific countermeasures, so as to realize positive and healthy development of ecological environment of WeChat public platform.At last, this thesis explores the the future development trend of WeChat public platform--only new breakthrough in original content and service can realize the sustainable development of WeChat public platform. |
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