Research On The Present Situation And Development Countermeasures Of The Wechat Public Platform Of Sports Paper Media In China

The development of traditional media has officially entered the recession period,the new media in its impact at the same time,but also for its transformation provides a new opportunity and market.Previously,many domestic traditional media to use WeChat-based "micro-mode" platform to achieve the transformation and upgrading,across the development.In this context,the sports paper media also took the opportunity to launch their own WeChat public platform account,set off sports "micro-transmission" climax,its dissemination of content,methods and other traditional sports paper media has undergone many changes,with research value.Based on the theory of "use and satisfaction",this study takes the dissemination contents of "China Sports Daily","Sports Weekly" and "Oriental Sports Daily" WeChat public platform as the research object,put them in the development of sports paper media and media integration of the environment to explore and analyze,has a certain theoretical and practical significance.This article mainly uses the literature,content analysis,mathematical statistics and comparative analysis of the "China Sports Daily","Sports Weekly" and "Oriental Sports Daily" micro-public platform 2016 Rio during the Olympic Games all 350 push The content,the form,the frequency and the reading quantity are analyzed in detail,and the communication characteristics,advantages and bottlenecks of the sports platform are discussed,and the corresponding countermeasures are given.Through the study found that the lack of use of the platform function,push the time random,the audience reading habits yet to be developed,reading a number of factors,through reasonable improvement is still possible to improve The And limit the sports paper media microblogging public platform to spread the bottleneck of sports paper media itself is the decline of its WeChat platform development,the lack of professional content of the push,authoritative,push the form of simple,rigid,reading the general low and audiences single.In view of the characteristics and bottlenecks of communication,the author gives the following countermeasures: deepen the platform function,build large data collection;enhance the quality of content,reshape the brand influence;establish push habits,cultivate user stickiness;enhance paper media competitiveness,good at learning and cooperation,To achieve "newspaper network linkage";improve media literacy,the correct view of reading.It is hoped that the research results of this paper will provide valuable reference and suggestions for the selection and arrangement of the content of the communication media,and realize the benign,sustained and efficient interaction and development of the sports media and other microblogging public platform for other traditional media provide a basis for reference.