The Research On The TV Media Wechat Public Account Operation

With the development of the Internet,information dissemination,especially,the media industry,has witnessed a mobile revolution.Every technological innovation has brought broader prospects for media development.Therefore,how to develop mobile terminals and expand the media influence has become an important area of research.WeChat,as an outstanding representative of new media with its unique mode of information dissemination,has been greatly affecting the transmission of information and its acquisition by the audience.Thus how to seize consumer-market share and expand the impact of traditional TV media through WeChat public accounts has become the focus concerned by major media.Television stations,as governmental press agencies,enjoy rich content resource and favorable policies that are inaccessible to other platforms.The paper has exerted both qualitative and quantitative analysis to explore the the formation and development of WeChat public accounts,summarize the characteristics of their communication by searching and reviewing relevant references,and conduct empirical studies on the WeChat public account of Legal Report on CCTV.By comparing and analyzing the relevant data of the top 10 WeChat public accounts of TV media and those of private media,the paper discusses the common problems of the public accounts of TV media,and thereby puts forward the following suggestions: 1)to be clear in position and to cultivate one's unique brand;2)to pay more attention to details and to compensate using various means;3)to gain user stickiness through interaction;4)to broaden the way of information dissemination and to construct the Three-Micros-and-One-Terminal project.It is hoped that such measures can be applied to cope with the development of new media,shedding light on the creation of WeChat public accounts and platform operation of TV media.