The Study Of The Operation Strategies On WeChat Official Account Of Tradition Medians

Famous master of communication studies,Marshall McLuhan believes that the media is the basic driving force of the development of the society,also is to distinguish the different social form,each kind of the produce and use of new media,have declared we entered a new era.Increasingly diverse media products are also constantly enrich the emergence of the form of information dissemination WeChat covers the five functions of social media marketing tools of communication With the precision and the spread of illicit close sex characteristics,more and more people have been devoted to traditional media WeChat the creation of the public,but although WeChat public increasingly wide,there have been some content homogeneity creation quality present situation of the good and bad are intermingled At present,the high quality of the traditional media WeChat public small number,number of academic research is also very weak.In this paper,the author selected the content and the channel operations are relatively successful wu xiao-bo as a case study,through the case analysis literature analysis and content analysis,theory of communication and marketing theory to the two aspects of content operation and commercial operation are studied.The full text is divided into four partsThe first part is mainly about "WeChat official accout" "WeChat official accout of traditional medians" and " Wu Xiao-bo " for the concept related to literature review,at the same time summarizes WeChat academic circles on the traditional media,WeChat official accout of traditional medians,personal WeChat operating differences.The second part mainly discusses the WeChat the meaning of the public,and demonstrates the specific operation strategy,to clarify the basic concepts of traditional media WeChat members of the public,and summarizes its characteristics and current situation of the development.In the third part,this article focuses on the content operation and commercial operation of wu xiaobo channel.In content operations,lars,"five w" propagation mode,from "wu xiao-bo channel transmission,transmission channels,communication content and audience interaction,and so on several aspects of channel" xiao-bo wu "the content of operation strategy made a concrete analysis;In terms of business operations,the focus is on how "wu xiaobo" will build a community and his practice of new revenue models.The fourth part with operating experience of the "wu xiao-bo channel" as a starting point,put forward three points to traditional media people operating the public advice:one is the do content segmentation;Second,the community of communities that are active because of Shared values;The third is to explore a community-based e-commerce model.