Research On The Production And Dissemination Of Tencent News Children's Edition

Tencent news children's edition is the children's push news plug-in launched by Tencent in April 2017 on QQ.At present,the product has successfully pushed more than 3000 children's news,and the number of news clicks and industry reputation exceeded the target expectation.In this paper,the methods such as literature analysis,case study method to study the Tencent news children's version of the content production and communication strategy,explore the Tencent news for kids in view of the characteristics of the target audience,product special features by way of content production and dissemination,for children's information production and dissemination of information age.This paper holds that the new characteristics of children's information behavior in the Internet age and the strategic layout of Tencent in the market of children's information products is the main background of the exclusive online children's edition of Tencent.Tencent news children's version of the target audience in the dynamic properties,static properties,consumption and psychological attribute four dimensions on the differences in the generation of children and adults and,to product design,production and dissemination of new requirements are put forward.In general,intelligent information filtering function,humanized information interpretation function and customized information push function are special functions news children's edition.Specifically,in terms of content production,Tencent news for kids in the selected topic planning,content editing,interface design,content,audit and optimization of the various links such as customized design are achieved for children.Tencent penguin,professional media and Tencent internal resources three news sources provide high-quality news selection materials;Special content presentation and text editing are more suitable for children's reading habits and language habits.The customized design of layout,color and interaction ensures a comfortable product experience for children.The third system of children's news has ensured the quality of news through the combination of technology and labor,and the data analysis of artificial intelligence and Tencent think tank has promoted the product optimization iteration.In terms of communication strategy,the three strategies of Tencent news children's edition are situational communication,socialized communication and matrix communication.Contextualized dissemination strategy mainly from children's audience space environment elements,real time status,the life to the characters of inertia elements and social four aspects,perform accurate transmission,shading spread and brand communication strategy.Social communication strategy mainly from the social demand of contemporary children's special,by introducing star flow,operation interest community,carrying Q&A increased transmission mechanism and the stimulation such as interpersonal communication way.Matrix communication strategy mainly focuses on enhancing the resource exchange between Tencent news children's edition and QQ social software,Tencent children's channel,daily express client and Tencent news client.