Research On Communication Management Of WeChat Official Subscription Accounts

In recent years, the network media, represented by WeChat official subscription accounts, have contributed to the communication pattern with "individual" as the basic unit, thus forming a variety of "new normal" in the communication field. However, the resulting communication chaos is also developing rapidly, including widespread phenomena of WeChat official subscription accounts such as:information overload, infringement acts in content, flooding of fraud and false information.Therefore, it is believed that for communication management of WeChat official subscription accounts, it needs to establish an integrated management system, rely upon macro and micro integrated management, and form a dynamic regulatory mechanism from the source, release process and post release.The communication management subjects of WeChat official subscription account can be divided into three kinds, that is, communication platform management subject, content communication management subject and subscription feedback management subject, which take different management functions respectively. The transmission platform is mainly responsible for the account certification, the account management norms and the function set of the platform; the content communication management mainly includes the news information management, the public service management and the e-commerce management; and the communication terminal management mainly focuses on the customers'comments management and the customers' grouping management. From the perspective of management process, the communication management operation of the subscription account implements and publishes the control mechanism, process monitoring mechanism and the subsequent processing mechanism. The different communication management subjects of WeChat official subscription account should coordinate and cooperate with each other in order to establish a resultant force and set up a communication management mechanism to manage WeChat official subscription account comprehensively.Currently, the existing internal management of WeChat official subscription accounts has achieved some progress, but there are still huge problems. The communication characteristics of WeChat official subscription accounts include:large amount of information, decentralized communication, weakening control and transfer, which have brought great challenges the communication management. These problems that Account certification management is not strict; the flooding of bad information; the frequent occurrence of infringement acts are often occur.We must strengthen its communication management. Strictly implement the account certification management;Improve information control mechanism;Clarify the responsibility shall be taken for infringements, and puts forward further improvement to communication management of WeChat official subscription accounts.