Research On The Publicity For Books Via Publishers' WeChat Official Accounts

WeChat public platform since its launch in August 2012,has been the platform f or information dissemination,promotion and communication.The press,in order to achieve the transformation of new media,have opened a WeChat public account.In previous research,the author finds that most of the public accounts are aware of the importance of book propaganda by WeChat public accounts,and try to push sub scribers book information.But because of the lack of experience and clear positioning,there are obvious problems in those accounts' content and services,and it is a pity t hat publicity do not have the desired effect.The opening and the construction of WeC-hat public platform of the press is worthy of our indepth research,and it brought a que stion to the entire publishing industry that how they are creating and explorating matu re WeChat press public accounts.This paper is divided into seven parts:the first chapter is the introduction;The se cond chapter is an overview of the current situation of press public accounts,includin g the opening of public platform and usage,and make a definition of type of the press public accounts;the third chapter is the comparative study on book publicity via We-Chat public accounts and traditional ways.In the Internet era,traditional book publicit y ways has been unable to meet the requirements of readers that they want more infor mation about books,however,WeChat public accounts provide a new channel for the propaganda of books;the fourth chapter is case study regarding book propaganda through wechat public accounts.By the comparative analysis of pushed content,publicity and interaction effects,we found problems in the operation process of the press and find the-experience for reference;the fifth chapter is the investigation of readers about book propaganda through wechat public accounts.By analyzing 150 wechat users's reading habits and subscription demand,we know how this way affects readers in gaining some books' information;the sixth chapter is the problems and countermeasures in operating of these accounts,which mainly summarizes general existing problems during operation,then proposes feasible strategies to public accounts operation and book propaganda according to users' demands;the seventh chapter is the conclusion.To summarize the whole article:WeChat,as one of the new media application software,with its precise positioning,low cost,high transmission efficiency,affecting in a wide way,has become a new promotion marketing channel into people's lives.WeChat's launched public platform also provides a new channel for press's promotion of books at present.Now,most of press has started to carry out the propaganda work of books by WeChat public accounts,and the innovation,and actively promoting the transformation and upgrading of the publishing work is worthy of recognition.But in the actual operations of public accounts,press has also exposed a series of problems,such as not grasping the needs of readers well.If the press can strengthen public platform construction,enrich public accounts,settings,push high-equality content,provide perfect service for readers,it will be able to build public accounts with wide effects and maximize the public accounts,help for WeChat book publicity.