The Audience Survey And Research On WeChat Public Platform Of Metropolis Daily

In the age of the mobile Internet, WeChat public platform together with the micro-blog and the client has become new ways from the traditional media to mobile communication platform, and audiences are increasingly accustomed to obtain information through the mobile communication platform. The WeChat public platform relies on its strong user base which bring enormous value transmission. It has attracted many traditional media's attention until now, the media of Metropolitan Daily have opened official WeChat public platform one by one, so that they can disseminate information and promote their brand,and in the end expanding the influence of the newspaper. However, the mobile communication era is different from the traditional media age, the traditional thinking of "content is king" has been changed to the internet thinking of “the audience value oriented”, only by understanding what the audience want can attract more attention from them, and as a result,promoting propagation influence.The WeChat public platform of “the Chongqing Morning Post”, whether it is from the amount of fans or influence on the spread, is a leader among the Metropolitan Daily in Chongqing, In this paper, the author make “the Chongqing Morning Post” for the survey,based on the "uses and gratifications" theory, use four researching methods of literature analysis, content analysis, questionnaire and depth interview to focus on analyzing the audiences use requirement and gratification situation when they are using the WeChat public platform of “the Chongqing Morning Post”.Through the survey I find that there are primarily three motives of accessing to information, entertainment and personal integration. Among the three motives, the audience is not feeling high to the demand motive overall satisfaction, and the demand of the leisure entertainment and personal integration is low, too. They do not use them frequently. In view of the questionnaire and depth interview,Using content analysis,Combining with thecurrent spread status of the Chongqing morning post WeChat public platform, the author compared with the audience using demand and transmission conditions and find that it still exists many problems in spreading, for instance, Lack of local news, quite low interesting of the content and activity, lack of interactive and interesting and the features of public service are not yet fully developed.Accordingly, aiming to the demand of the audience's using existing, starting fromthe internet products and user's thinking. aiming to the unsatisfied demand and putting forward some suggestions respectively from the content, relationships and service:make increase local original information as the leading factor, increase and enrich the sending form of interesting activities, pay attention to the communication participant and establish the interactive community, construct the solving channel of public affairs.Trying to provide reference advice for the research and development of the traditional media WeChat public platform and other mobile communication platforms.