Research On Content Production Of We Chat Official Account Of Fashion Periodicals

With the development of science?technology and the upgrading of mobile client terminals,mobile communication tools have made modern life more rapid and convenient.The Internet and other digital media have changed people's reading habits and the way to gain information.Therefore,the traditional fashion periodicals in China are beginning to be in inter troubles and foreign invasion.But there is no doubt that the millennial paper media reading will not disappear and will not lose the value and the significance of continuing operation.Opening up the road of transformation and integration of new and old media become the best choice of traditional periodicals.The Tencent Inc launched WeChat Official Account in 2012.WeChat Official Account is favored by enterprises,traditional media,individuals and public institutions for its timeliness and rapidity.WeChat Official Account has become a platform for fashion magazines to remain dynamic in the new media environment.As soon as the WeChat Official Account of fashion periodicals is introduced,it has become a more successful type of periodical type in the wave of new media transformation because of the very short push cycle and unique content.However,in the age of new media,it is not easy to realize the transformation of traditional fashion periodicals through the content production of WeChat Official Account.This passage based on The "Use-and-Satisfaction" Theory,“Harper's Bazaar” was chose as the research object.The purpose of this study is to understand WeChat Official Account in the fashion periodicals have made efforts in the content production and the problems in the process of content production,in order to provide reference and reference for other WeChat Official Account.The research includes:First of all,this paper discussed the content production of WeChat Official Account of fashion periodicals.This paper analyzed the internal and external problems of fashion periodicals under the new media background,and then the fashion periodicals began to transform and merge with the rising star of WeChat Official Account.Fashion periodicals are broadly divided into two categories: Europe-style and Japanese-style.There are two different types of WeChat Official Account of fashion periodicals,derived from fashion periodicals.Secondly,this paper analyzed the characteristics of WeChat Official Account of fashion periodicals from the push frequency,push time and title form,advertising push and so on.The researchers found that WeChat Official Account of fashion periodicals had the following characteristics in their operations: First,a large number and high frequency of pushed articles.Second,regular push time.Third,the title of the article is eye-catching.Fourthly,the advertisements pushed in the article are not offensive to readers.Thirdly,the contents Select “Harper's Bazaar" WeChat Official Account from March 2017 to February 2018(total of one year).Sampling was conducted every ten days for a total of 298 articles in 37 times.Starting with the orientation,the strategy and the present form of content production,this paper analyzed the content production of WeChat Official Account of fashion periodicals.Finally,this paper analyzed the existing problems in content production of WeChat Official Account of fashion periodicals in China.Found that,in “Harper's Bazaar” WeChat Official Account,there are serious information homogeneity,more than the text,more figures and less text,content pale serious entertainment,weak sense of social responsibility and the incomplete content production and consumption industry chain and so on.According to these problems,this paper presented to attach importance to the role of “gatekeeper”,develop content production towards the differentiation,arrange pictures and texts reasonably,strengthen the content construction,insist on “cultural self-confidence” promote the sense of social responsibility and build a “one-stop” shopping platform.The innovation of this paper is that it is different from the previous researches on the relationship between fashion periodicals and consumers,fashion periodicals and women,and fashion periodicals and marketing.However,little attention has been paid to the research on the content production of fashion periodicals in the process of transformation and the content production of WeChat Official Account of fashion periodicals.At the same time,it must be acknowledged that due to the lack of experience and limited sample selection,there are still many shortcomings in this study:First of all,this paper only selected the fashion journal WeChat Official Account as a sample to conduct a detailed study about content production,and did not study the content production of other types of WeChat Official Account,such as scientific and technological journals,popular periodicals and literary journals.Later,researchers should consider all kinds of transformative journals in the new media environment as comprehensively as possible,and understand the advantages and disadvantages of these journals in the process of content production of WeChat Official Account.Secondly,this paper only selected the high-end WeChat Official Account of fashion journal as the sample,and does not use other common fashion journals in the market as samples to study.Therefore,in the future research,we should select samples of each level and location,so that the research is more comprehensive and accurate.Finally,the researchers,when the sample selection,did not make sufficient preparation and only select the most recent years of public articles for analysis.And due to time constraints,the analysis of a few data did not reach expectations.The capacity of data analysis and data presentation is still insufficient.Therefore,the later researchers should strengthen the ability of data analysis,make sufficient preparation for the research and make the conclusion of the article more scientific.