Research On The Individual Subject Account Of WeChat Subscription Number

WeChat was officially released in July 2011,By July 2011 and September 2014 WeChat public and WeChat enterprise online,WeChat public number is divided into three types: subscription number,service number and business number.Now in the rapid development of Internet,social spread into a generic the spread with “available for everyone”.In WeChat subscription number,as of March 2016,the number of individual subject account of WeChat subscription number has more than 2.73 million.Comes from the elaborate content creation and exploration of marketing model,the individual WeChat subscription number gains good communication and economic benefits.They have strong ability of social mobilization because of positive commenting in social affairs,and have become important information communication platform.This article selects the account subject to individual WeChat subscription number as the research object.In the study of WeChat subscription number literature found,the spread of the individual WeChat subscription number essence is UGC mode application in WeChat public number.In the later study,through literature analysis,qualitative analysis as the main research method,questionnaire research method as assistant research method,In accordance with the four dimensions of Malone mass behavior pattern,Maslow's Theory of hierarchy need and social network theory as the theoretical basis for systematic study of human WeChat subscription number.On individual WeChat subscription number propagation characteristic analysis,I combined with four dimensions of the Malone mass action pattern to study: as disseminator identity(Who),transmission agent(Why),content type(What)and production(How).Individual WeChat subscription number's influence on the communication structure mainly displays in: in the field of news,more is the first began to spread information,powerful set the agenda;in the comments field,diverse voices coexist,deconstructs the mainstream ideology of the authority of discourse;in the field of information field,can rectify the spread of knowledge professional.Through the study of individual account subject WeChat subscription number,to provide the reference for other WeChat subscription number of operation and development.Guide and regulate the spread of WeChat subscription number,to provide decision-making reference for social management and provide new way for the economic development.