| Ciweigongshe is a typical representative of wechat official account which belongs to sort of extensive media observation. Similar to Ciweigongshe, another two wechat official accounts are separately Quanmeipai belonging to Tencent News and Media Notes (rename Mei Ji) created by Xudanei who is a famous media person. Ciweigongshe earned a better reputation compared to the same kind of wechat official accounts. On one hand, this result depends on high-quality content created by brilliant members; on the other hand, it depends on efficient operation system.Based on campus and connected with media industry and theorists, opposed to main stream of micro-propagation, it provides professional and profound information, at the same time, proving its value which sends useful and meaningful content to the users. Some media describes Ciweigongshe as ultra-small news agency whose writers are from all provinces of China. Some of those extraterritorial observers who provide their reports or commentary writings to Ciweigongshe are distributed in all parts of the world. My study mainly analyzes Ciweigongshe from two perspectives, including opinion of content and opinion of operation. Furthermore, I will summarize the standard of choosing topic and manuscript, mechanism of making contents about media by research, exploring the meaning of wechat platform based on principle of sensibilities to the importance of extensive channel, the possibility of business extension, concluding its mode of content operation, user operation, channel operation and possible business operation in the future, after these steps, analyzing the strengths of Ciweigongshe and providing some suggestions of improvement. In summary, the opinion of content of wechat official account of Ciweigongshe is that they based on disseminators opinion and considered about all sides of people’s opinion when reported serious story, respecting various opinion. The opinion of operation of wechat official account of Ciweigongshe is that they based on readers’ interests considering different readers ability to understand the content and did not aim at making money when reported entertainment news. When stepped into 2014 BC, which is the first year of media mergence, many traditional media practitioners did their best to practice the transition from traditional platform to comprehensive platform, consisted of new media and traditional media. Ciweigongshe is based on content, relying on wechat platform and being supported by operation power. It aims at special group, including nearly 0.21 million core users. It mainly served for students and professors from academy of Journalism and Communication and media workers. At the current era of media transition, this study shows certain practical significance. During media mergence era, traditional media could take a successful example by Ciweigongshe, finally it will help to realize transition and making money.The year of 2014 is the birth year of Ciweigongshe, it completed basic framework. Since 2015, it improved content frame on the basis of 2014 and devoted more energy on operation and team building, which included another three teams:design team, Internet Technology team and business development team. From the latter half of the year of 2015 to the year of 2016, Ciweigongshe speeded up its cooperation with other companies. Cooperated with Wetease and Headlines Today, it extremely improved its influence and strengthened business value.This study collects and classifies every piece of textsofCiweigongshe from July 22, 2014 to March 31,2016, all of these contents are provided by gsdata (a big data analysis system). After collecting these data consisted of page view and the number of likes and contents,Iconclude the proportion of different sorts of articles. In summary, this study is based on three main methods of content analysis, sample survey and data statistics.Through the way of classified statistics about the number of page view and the number of likes, I analyze the feedback of readers to the content and observe the standard of selecting contents of Ci Wei Gong She in different development stage. For instance, some columns has ever existed but showed less and disappeared after a short period.Review, New Knowledge, Preach and Past Issues are the columns belonging to this situation referred to above. Moreover, some columns updated and merged into a new column, such as Ci Wei Academy derived from Academic Information in One Week and Skip Through the Academic Periodicals. Apart from the two situations, another column is Influence Rankings.Ci Wei Gong She didn’t operate this column until August 3,2014, when it pushed information about rankings of public accounts of wechat of political newspaper. This column added rankings of public accounts of wechat of the national comprehensive daily newspaper and the central and provincial television channel in August 10,2014. After that, it gradually added rankings of public accounts of wechat of all provincial level newspaper, rankings of public accounts of wechat of main industrial newspaper and rankings of public accounts of wechat of top ten websites in China.This study starts from introduction, illustrating the background of study and the meaning of this study, then summarizing research status about opinion of media content and media operation.Chapter Two is about the specialty of communication in wechat platform and the pattern of Ci Wei Gong She. Chapter Three is mainly about content mechanism, especially concentrating on process of creating contents and modification of different column. I analyzed these content based on New Media Index system. Chapter Four talks about mode of operation mechanism on Ci Wei Gong She from aspects of relationships between operation and technology, team buildingand channel operation. Chapter Five summarized problems of Ci Wei Gong She and improvement solutions. Finally, giving a conclusion to how to develop into a successful media observation and study public account, and the meaning of this mode to the other public account. |
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