| With the rapid development of mobile Internet technology,the new media in a short period of time has sprung up,and the lightning speed in the media area to occupy a space,become a universal mass media,making the traditional media suffered unprecedented challenges.In response to the impact of new media,the traditional media began to actively explore new channels of communication,the opening of the official WeChat as an important medium of all media transition,have fought in the field.This paper takes the official WeChat of Yangcheng Evening News(hereinafter referred to as "sheep late official micro")as the research object,using literature analysis,systematic sampling,content analysis,comparative analysis,case analysis and other research methods,from the top level of design,production,wechat content push mode of micro-angle combination of the sheep late micro-micro-system analysis.The study found that,the development process of the official micro-letter in the process of the development of the official WeChat through the continuous reform and innovation to make their own characteristics,such as the implementation of a wide range of page layout,attention to the title of the dominant position,content source and title production practices,innovation" News+ service "content mode and so on.However,Yangcheng Evening News official wechat still have some problems that can not be ignored,including the problem of homogenization of push content,weak interaction with users,low user activity,weak maintenance of the column,,lack of accuracy of message push and so on.Faced with these problems,Yangcheng Evening News official WeChat should be changed by changing the content of production and dissemination of the concept,seeking content differences to create their own characteristics,innovativing forms of interaction to enhance the user's viscosity,the user segmentation management to achieve accurate push and other measures to promote WeChat The better development of the public platform. |
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