Research On The Current Status And Operation Problems Of WeChat Vertical Self-media Content Mode In The Era Of Mobile Internet

With the wave of content business,We Media platform competing to emerge.Channels,traffic,cash,deep plowing of content,have become a key issue of whether the media can continue to survive.Facing the problem that We Media platform tends to saturation,content become homogeneous,article click rate drop recent years,those practitioners need to change their mind,to find a new breakthrough point.In this paper,some key data from the media industry inventory were used as a support,combined with the research in the field of journalism and communication postgraduate examination,the media academic research literature,and wechat public platform to do the vertical field case study,in order to further explore the vertical field of the media business model,point out the existing problems and causes of the problem,contribute to put forward constructive suggestions and countermeasures.Currently,different traffic platforms are open to the We Media,and multi-channel distribution from the media has become normal.Mobile news applications,audio short video applications,personalized information applications,knowledge sharing platform,vertical information applications have become the interface of the We Media content and knowledge pay.WeChat public platform function officially launched in 2012,since then this concept is widely used.From 2015 onwards,a variety of third-party platform began to research We Media industry data.After several years of development,now We Media pattern has been initially formed.In the field of domestic We Media platforms,WeChat public platform market share accounted for far ahead,63.4%of the data had lead the media industry and academic circles' attention.In the domestic academic circles,the study of WeChat public platform is focused on its communication theory,communication mechanism,typical "head account" cases,public opinion supervision,crisis management,traditional media relations,business issues and other topics.Many studies are standing in the traditional media position to view the emergence of WeChat public patform,treat it as a threatening "other person" exists.The current study not only lack of general function type of WeChat from the media operation Empirical research,but also lack of research from the operators' in-depth study rather than the reader's overall research.On the other hand,media circles for WeChat research is a typical case study,the research object is often influential and well-known case.Research,the other is the industry data report.Both of them are deficient.First of all,the commercial path is only a small part of the WeChat We Media on the stability,and many cases are due to the influence of their own capital accumulation,the successful business model is difficult to imitate;secondly,although large data depth description of the status of the industry,not for most cases of reality do in-depth description.With the increase in the number of media from WeChat,the article clicks gradually decreased.Nearly 50%of the media reader interaction are too small,and it is difficult to make the difference and innovation content.Although the number of operators from the media in the growing number of WeChat,how to ensure the continuous output of content,how to explore the path of business development has become a reality that people have to embrace.The research object of this paper is the vertical subdivision of the postgraduate study,the author founded "Yanlu" WeChat public platform for more than two years,in order to research status and trend of WeChat from the media,and try to explore the countermeasures to solve the above specific problems.