The Communication Strategy Of The Mi Meng WeChat Public Number

With the popularity of smart phones and the large area coverage of 4G network,mobile Internet industry has a rapidly development,especially,the we-media has become one of the hottest media.Because of the changes of media environment,more and more traditional medians devoted themselves to we-media such as wechat.This thesis selects the wechat public numbers of "Mi meng",as the case,which is more successful in development and operation in the wechat,through the analysis of its success factors,the paper in order to provide some reference for other media operators.Through the methods of references analysis,content analysis,case analysis ect,this thesis employs "5W" theory,"use and gratification "theory ect to study the "Mi meng" operation strategies.This thesis summarizes the reasons for the success of the "Mi meng",for example,the environment of information dissemination,advantages of wechat public platform,media experience of disseminator,"Kind content",accurate user positioning,the channels of multi platform commcunication,good communication effect,the soft advertisinmain of profit modelg cet.Content strategy is the most core and distinctive strategy in the "WeChat" public number,this thesis will analysis and summarize the "Mi meng" special content strategise from content characteristics,theme selection,selection criteria,the structure of the article,language style,writing techniques,the article typesetting which includes eight aspects.However,the viewpoint of this thesis is that the strategy of wechat public number shouldn't copy completely,the we-media wechat public platform needs distinctive style and the unity of"Kind content" and distinctive style.