Research On The We Chat Communication Strategies Of The Best Hundred Book Publishers Companies

With such push factors as information overload,audience fragmentation and change of information contact habit of audience,and plus its own need of transformation as well as the social value and media value of WeChat,the publishing houses begin to develop the communication through WeChat Marketing.For publishing houses,to develop the communication through WeChat Marketing is to accept and emphasize the subject position of audience.This paper has the best hundred book publishers companies of the country as research object,and selects 300 articles of publishers companies in WeChat as research text.As the empirical investigation and analysis of the content of texts show,the communication through WeChat Marketing by traditional publishing houses has following features: in respect of application status,the time to open an account is different and the certification rate is high.The time to push articles is conformed to the life trajectory of audience.In respect of identity system,the Wechat ID in form of phonetic transcription is used most.And with the monologic language style,the Wechat ID has the content to introduce the orientation of function of this ID.The head portrait of Wechat ID follows the logo of publishing houses and the function menu realized the grading,classification,clear guidance and gave importance to integration of multimedia platform.In respect of content communicated,the publishing houses use usually two or more kinds of information form,namely pictures plus words.The core of content strategy is books,namely,the recommendation of classic and new books.The text is written in a simple,straightforward way or colloquial style with the concept of originality.So the original articles take considerable proportion in all content communicated.In respect of result of communication,the number of reading of articles in WeChat increase smoothly.It's the Headline Articles which make the most contribution to the number of reading of articles in WeChat of publishing houses.Butthe little number of approval indicates that the audience doesn ' t show a high recognition degree to the content communicated.Four problems in the communication through WeChat Marketing by publishing houses are found after data mining and analysis.The first is the lack of planning and clear orientation of function.The second is the severe homogeneity phenomenon in identity system and old-fashioned aesthetics design.The third is that the quality of content communicated is sometimes good and sometimes bad.The subject is vague and the content is not appealing.The fourth is that the evaluation to the result of communication depends only on the number of reading and approval.The interaction with audience is repeated and single.In order to resolve these problems,it's necessary to make the definite orientation and propagation path;to set up a differentiation identity system;to enrich the subject of articles;to carry out diversified expression;to set up a comprehensive system for evaluation of result and to increase the interaction with audience.Therefore,to promote the benign development of communication through WeChat Marketing by publishing houses.