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Research On The Strategy Of Wechat Public Account "Xiachufang" Content Production And Content Marketing

Posted on:2018-07-06Degree:MasterType:Thesis
Country:ChinaCandidate:M LiuFull Text:PDF
GTID:2348330515479665Subject:Journalism and Communication
Abstract/Summary:PDF Full Text Request
WeChat is an instant messaging tool launched by Tencent in 2011,as a typical self media platform,once launched,it has received widespread attention.Compared with other media platforms,the Media Platform are not restricted by word number except for simple operation and low entry threshold.Therefore,in addition to the media functions of organizations such as individuals and media,the Media Platform is welcomed by large and medium-sized enterprises as a tool for content production and marketing.However,the use of the Media Platform of content production and marketing is not a simple thing,a lot of enterprises in the operation of the process or only the the Media Platform as the advertisement content platform,or reproduced everywhere copying content,cause the contents of the Media Platform of serious homogenization.Of course,which also has done quite a successful the Media Platform,such as"the object of this study "xiachufang" Media Platform,first through the multi dimension content production to create a solid content,then the content of marketing activities,realize the transformation to economic profit.However,the content,production and marketing of "xiachufang" are not entirely successful,and there are still many deficiencies in content originality and form of expression.However,the content,production and marketing of "xiachufang" are not entirely successful,and there are still many deficiencies in content originality and form of expression.The purpose of this paper is to make a comprehensive analysis of the content,production and marketing activities of the "xiachufang" under the "public kitchen",and find out the shortcomings of its operation,and finally put forward some suggestions and strategies.The structure of this paper is analyzed and summarized respectively "xiachufang"Media Platform,content production and content marketing activities,which expand the content of production mainly from the content,the content and content of main production operations;the content from the content marketing is marketing,"xiachufang" and other the Media Platform business marketing content comparison the contents of the Media Platform is finally realized.After summing up the above content,this paper puts forward the defects of the content,production and marketing of "xiachufang" the Media Platform and puts forward solutions to these defects.Through the analysis of the strategy of the production of the "xiachufang" the contents of the Media Platform and marketing can not only conducive to the "xiachufang" Media Platform operators for the public and other enterprises,especially the delicacy the Media Platform r and "kitchen" has a similar meaning of reference.
Keywords/Search Tags:WeChat Media Platform" Xiachufang", Content production, Content marketing
PDF Full Text Request
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