| The rapid development of Mobile Internet has made the WeChat public platform become an important platform for the traditional media industry to transform mobile communications.Traditional media tightly grasp the development opportunities to open WeChat public accounts for mobile transmission.It is easy to open the account,but the WeChat operation needs to be tested.Most traditional media have only been in the WeChat public platform for a short time,it is believed that WeChat operation is still in the practice.It is crucial to explore how to improve the operation ability of WeChat operational teams,how to serve users proactively and accurately,and how to use the advantages of the WeChat public platform effectively and give play to the parent value of traditional media for maintaining and expanding WeChat public platform services.Based on the perspective of operation,this paper proposes a set of index system that is suitable for the evaluation of the operation capability of WeChat public platform for traditional media.It adopts analytic hierarchy process to determine the weight of indicators,then constructs an evaluation model and conducts an empirical research.It has an important practical significance for traditional media to improve the WeChat operation strategy.The innovation of this dissertation lies in taking the traditional media WeChat public platform as the research object of evaluation.Furthermore,based on the analytic hierarchy process,it puts forward a set of evaluation system model from the operational point of view.The main content can be summarized as follows: First of all,the evaluation index system is innovated.According to the evaluation model built by the previous scholars for the WeChat public platform and the operation characteristics of the traditional media,this paper constructs a platform containing four first-level indicators and fifteen second-level indicators from four aspects: platform operation,content operation,user operation and activity operation Evaluation System.Secondly,it evaluates the WeChat public platform of traditional media in the area of Hebei.Starting with the statistical data combining of quantitative and qualitative indicators,it conducts an in-depth evaluation study for 8WeChat public platform of traditional media as evaluation objects.Finally,it analyzes the evaluation results and proposes the improvement strategies.The paper compares and analyzes from the whole and four parts,namely,platform,content,users and activities.Then it puts forward some promotion strategies aiming at the problems existing in itsoperation process. |
