The Predicament And Breakout Of The Literary Journals Of The Era Of WeChat's Rise

Since the 1990s, domestic literary journal has been gradually declined from its peak, and has been marginalized in both social life and the media landscape. Some of the problems lie in the literary journal itself:a shortage of funds, the way of running the business lags behind the times, the literary production mechanism is not perfect, the limitations of subject matter and creation vision, etc; On the other hand, the increasing integration of media and new digital media's rapid development have caused enormous impacts on literary journal. Traditional literary journals are far too inferior to the new media on the receiving terminal, the velocity and effects of propagation; in terms of the audience resources^ profit marginss distribution channels, literary journal is also suffering sharp squeeze of the new media, which caused a number of domestic literary journals' ceasing publication one after another in recent years.Faced with the enormous impacts that new digital media caused, literary journals gradually shifted from passive adaptation to positive transition and integration, in order to explore the way out in times of hardship. Literary journal underwent two stages of transition:revision and digitized, in recent years, the rise of WeChat represented by the new media, also brought the literary journals great opportunities and challenges. WeChat, currently as the most popular mobile communications tool, its role and position in media integration is increasingly highlighting, becoming one of the government departments, enterprises, traditional media's and personal important publishing and dissemination platform. A lot of literary journals have launched their own WeChat official accounts, in order to broaden their channels of propagation, taking use of the rich and strong technical function and service of the WeChat public platform to explore a new digital convergence transformation mode, after all, it's a low-cost, highly efficient opportunity for literary journals to realize brand extension and digital operations.In this paper, "Fiction Monthly Magazine", "Reader" and "Meng Ya", as three different types, representative of literary journals, their WeChat official accounts were taken as examples, by the method of case analysis, from the perspective of media integration, to analyse their promotion and marketings content and form> user interactions brand image and other aspects of operating characteristics, to summarize the basic operation mode of literary journals'WeChat official accounts, to contrast the differences and emphases among these three different literary journals' WeChat official accounts; to analyse the advantages of the integration of literary journals and WeChat, pointed out problems that existing in the procedure of operating these accounts, and from the perspective of the media operation and management to propose appropriate countermeasures; finally, this article turned back to literature and literary journals themselves, Learn from the foreign journal industry's successful restructuring and development stories, looked forward to the future of our domestic literary journal, and anticipated the trend of its future development, to think deeply into the impacts that media integration, as a "double-edged sword", brought to literary journal, and the fundamental problems that existing in the whole literary journal industry, in order to provide some references to the literary journals' future restructuring and development.