Study On Wechat Operation Strategy Of “Yanzhao Metropolis Daily”

Today in the development of network and technology fission,the rapid development of new media is unexpected,which has brought the unprecedented impact to the traditional media. At the important moment in the traditional media change, promote the integration of traditional media and new media development without delay, so Yanzhao Metropolis Daily makes efforts for self transformation. In the Mobile Internet Era, We Chat is developing rapidly. In 2012, We Chat public platform was on the line and then the traditional media followed that are testing the We Chat and registering We Chat account number. Although all media compete to test the We Chat platform, the effect is not satisfying. Development up to now, it is no longer the initial “Monkey covering”, but to the real stage of competing the strength. The operation strategy of We Chat’s public number remains to be further discussed.Yanzhao Metropolis Daily We Chat registered in 2013, and has been operating for nearly three years. In 2015 it made a rapid development, and also initially formed a set of their own standard system. Although the Yanzhao Metropolis Daily public number worked out their own operation of the road on the exploration of We Chat, but there are many problems to be improved. Text in yanzhao metropolis daily is the official We Chat case study; it gets the first-hand data of its operations and the content information is more detailed and accurate. From the aspects of user operation, content operation, activities operation and promotion,etc., use case analysis, content analysis, statistical analysis and other methods to analyze the current situation of the operation. To the problems of operation, put forward the feasible suggestions and the basic analysis is also put forward for the relevant theoretical research.In addition, compared with the traditional mode of mass media communication, the new media communication mode of We Chat public platform is summarized. Based on this, the paper put forward three feasible strategies for the application of traditional newspaper media to the public platform of We Chat: establish the concept of "user is king"; enrich and perfect the content system; focus on building a free platform. At the same time, it also provides useful reference for other media to get on the road of innovation under the wave of new media.