"Mi Meng" WeChat Public Number Operation Strategy Research

In recent years,with the rapid development of mobile media,since the media platform has gradually replaced the traditional media platform as a new form of media ecosystem.WeChat,which has the advantages of convenient communication mode,low operating threshold,wide range of interpersonal relationships and so on,has become the most popular product from the media platform.More and more traditional media people started WeChat public own advantage,WeChat public platform for its high precision,strong user privacy on the content of communication and diversity push mode,seize the audience's reading psychology,using the WeChat public platform for information dissemination to the audience.Reflect the integration of interpersonal communication mode,strengthen the interaction with the audience.Since the media platform opened everyone can become a news media from the media era.But with the decline of WeChat public platform bonus period,more and more WeChat public number suffered Matthew effect".The number of high quality WeChat public number breakthrough development bottleneck is few,and because of new WeChat public platform,the current academic research on this aspect is still not deep enough.In this paper,WeChat experienced the development of public number "Matthew effect",still the successful operation of traditional media micro channel public platform"microphone Mongolia" as a case study.By using the methods of literature analysis and case analysis method,interview method,based on the communication of one of the four founders of Harold Lasswell's "5W" communication theory "respectively from the WeChat microphone Mongolia public platform" the operation of the main content,operation,operation,operation channel audience and business model aspects of the analysis.The research analyzed and summed up the "microphone Mongolia" successful strategy of WeChat public platform operations,including the operation of the main network of red image packaging,operational content title and language style of innovation,caused by the interaction between audience feedback resonance and rational use of "community development thinking" fans,soft advertising creative embedding strategy.At last,this paper analyzes the current situation of "WeChat" public numbers and puts forward the solutions.Such as the diversification of innovative operational content,to carry out online and offline activities,with the help of data analysis audience preferences,play the main operator gatekeeper role to avoid vulgar content,etc..Through a variety of ways to understand the WeChat public platform development advantages,to help the platform better positioning and development strategies to improve the platform to enhance the influence and dissemination of results.This paper carries on the research and analysis,thus draws on the traditional media micro channel public platform?...