Research On Regional Self Media Operation Strategy

In recent years,the development of mobile Internet is changing rapidly.It brings convenience to people,but also brings disruptive impact to many industries,and brings out all kinds of new models.The acquisition of information is no longer solely dependent on the one-way propagation of the traditional linear model,but is evolved into an omni-directional divergent chain state.In this situation,the birth of the media,especially the new self media platform created by the flourishing of WeChat,has become one of the best.In recent years,with the WeChat public exponential growth,although the platform itself is close to mature,in public,there are also many successful operation mode,but because of policy,ideas,needs and updated technology,the development of the public number change rapidly,there is still a lot to explore areas.This paper,starting with the basic theory,makes an in-depth analysis of the results and problems of the selected cases.The research object of this paper is a local self media company.The main research content is the WeChat public number of the company-"Shijiazhuang local Tong".The author collected a large number of company operation data,integrated processing,and analyzed the public number of the case company by using the method of literature analysis,statistical analysis and so on.Firstly,the background and the related research situation were reviewed,combined with China's background in the WeChat platform matures,the traditional media with the transformation of WeChat public platform,since the integration of media and traditional media,as well as from the media's own development characteristics,to explore the regional public number in WeChat the public platform profit model,from the development of the WeChat search platform for future public.Secondly,the basic data research on the operation of the selected companies is carried out.After drawing on the research results of the national large V public,the selected research objects are analyzed in detail in combination with the characteristics of regional self media.By exploring the public number,the operation of Shijiazhuang local Tong in the first half of 2017,we elaborate the development process and growth profile,team management and personnel assessment,product composition and profit mode,user management and business feedback.The operational characteristics and strategicadvantages of the regional public number are highlighted.Thirdly,by analyzing the changing factors of the public number external environment and internal environment,it points out the development bottleneck of the regional public number's own gene and the development dilemma caused by the change of external conditions.From the requirements of the political and social environment to the upgrading of the individual user experience,the challenges facing the local public number are explored at a multi-level level.Finally,according to the above analysis,we put forward some suggestions on the overall development of the self media industry,especially the regional self media public account,including the political environment,social atmosphere,team building,content building,promotion and brand building.The author believes that the public number of the A company,"Shijiazhuang local Tong",has formed its own operating characteristics after several years of development.At the same time,its growth process also has the general law of regional self media industry development.It features in some aspects can be further.At the same time,the problems he faced and the direction of continuous exploration also provide reference and reference for the content operation and business operation of other self media public.