Research On The Platform Of WeChat Reading Based On USP Theory

The information society has promoted the development of technology and the media form.The rapid development of Internet technology,communication technology and new media technology has forced the traditional industries to transform and change.It changed the way of human understanding and contact with the world also.As a result,the rise of the digital publishing industry has led to the continuous expansion of the digital reading market to the rapid development,the popularity of digital reading has become the norm of access to information,mobile reading application market as an important choice for digital reading.At present,there are many kinds of reading applications,but the product homogeneity is serious,lack of characteristics and innovation to weaken the competitiveness.WeChat reading APP as a mobile reading platform,make full use of brand uniqueness to establish product differentiation,from "let reading no longer alone" concept to the specific use,are integrated into the social interaction function.It established a clear distinction with the competitor,breaking the homogenization and strengthen the brand competitiveness.Therefore,this paper takes the WeChat reading platform as the research object,use the case study method to combine the USP theory to carry on the research to the product's idea,the position,the function,clarifies the results to "the uniqueness".Using the questionnaire survey method to summarize the satisfaction degree of the platform users.Using the comparative analysis method to compare it with the same kind of products to demonstrate the advantages and disadvantages of the platform,and put forward coping strategies.Through the combination of theory and empirical research,the WeChat reading platform is used as a case to demonstrate the significance of "uniqueness" to break through the dilemma of mobile digital reading application in the process of development,and point out its problems.In summary,for the development of mobile reading terminal applications in China to provide a new direction of thinking and reference.