Study On Users Strategy Of "IRead" WeChat Official Accounts

The development of new media changes media commercial activities, leading to revolutionary changes that put users' status from subordinate places to central ones. We Chat official accounts transmit information through the basis of users' relation networks, and “user” exerts an huge influence on Wechat official accounts transmission and has become the central point for the studies of Wechat official accounts transmission strategy. But most of the media Wechat official accounts do not realize the importance of user with some problems such as rigid development mode, low read rate, few fans, bad advertising and so on, which leads to struggling development of media Wechat official accounts.Since IRead We Chat official account comes to operate, it shows transmission characteristics much different from traditional ones. This official account regards “user” as the key element to promote the platform development and lays down effective user strategies-- to attract users with high-quality content, stimulate with active interaction and realize with virtuous business model to further develop users.IRead Wechat official account breaks various limits of traditional media and gets a good transmission effect. This article systematically analyzes the use of user strategy in Wechat official account transmission based on the sample of IRead to provide reference for the development of media Wechat official account.