Wechat Public Operation Strategy Research

With the rapid development of Internet and high penetration of smart phones,WeChat has become a "standard"of smart phones.WeChat public platform is function modules of the tencent company launched in 2012.People can open the corresponding platform according to your own need.Nowadays,WeChat public has become a manner to enhance them prestige.In recent years,the number of WeChat public Numbers has been explosive.In particular,the development of the media has been "nourished".But most WeChat public are submerged in the account number,because the recognition degree is low,cannot expand visibility and influence,more unable to spread their ideas and thoughts.How to improve the recognition of the WeChat public?What is the experience of operating?"Xin shi xiang"gives a good example.In the paper,the first part.WeChat public operations and WeChat marketing these three aspects to do a literature review,Found that the domestic study of WeChat number for growing,there are more and more diverse Perspective,This change is awesome and WeChat is synchronized.As well as the source of the selected topic,purpose and significance,the research expounds the innovations and shortcomings.The second part,For the media WeChat in this paper,the present situation of the public,do good situation and capital market performance,And many media people are jumping into this business.The third part,"Xin shixiang" as a case study,Extract the January 1,2016 to December 31,2016,the whole year all content as the research sample,A total of 320 articles.Using the case study method,literature analysis,text analysis,interview method and so on a variety of ways.It analyzes the content,channels,users and business models.In the process of analysis,there is a certain comparison between the "six gods" and "luo ji siwei" etc.The four dimensions of operation strategy of the new world are emphatically analyzed:topic type and operation content title editing style;the collection of data by means of interviews to understand users focus on the new intention of "Xin shixiang";the diversification of channels,including micro linkage with the officer,made from live content production;the business model of specific operation."Xin shixiang" how to do advertising does not cause the user,And there is only a month's worth of selling mobile library extends to different themes.The fourth part,mainly through the characteristics of the operational strategy in chapter 3 and the advantages and disadvantages,Find new itself in operating problems,since the media has never lack of good content,but how to form their own brand,to make the content IP is a matter of attention;The use of the platform can not only be expanded by one or two platforms,but by using the advantages of various media to create a professional brand similar to the luo ji thought.The for-profit model is not innovative,and needs to be aggregated and managed by users online.Finally,native advertising is an important breakthrough in content marketing.The above points are both the dilemma facing the "Xin shixiang" and the other areas where the media need to improve.The fifth section,which is mainly a summary and summary of this article,includes some disadvantages.