Analysis Of "Zhanhao" Wechat Public Account Communication Strategy

Since the 21st century,smart phones have become rapidly popularized.People are no longer confined to a single traditional media and social methods.The Internet and self-media have developed rapidly.With the upgrading of media,the media's living environment has undergone tremendous changes,and more and more media people have tested water and WeChat public numbers and other self-media platforms.The WeChat public platform integrates five functions of communication,social networking,media,marketing,and tools.Enterprises,institutions,and individuals have begun to use WeChat widely.The number of high-quality and well-recognized WeChat public accounts has been limited,and scholarly academic research related to it has also been lackluster.The "Zhanhao" WeChat account has a total of 2.66 million people's attention.It ranks in the top 5 for two consecutive years in the national public ranking of the new list data,and each of its original content reads is almost 100,000+."Zhanhao"WeChat public number sets the attention and reputation in one,and has the strength to compete with the official media.It is how to survive on this self-media platform and stand out in numerous WeChat account numbers of the same type.What kind of communication strategy it adopts in the process of dissemination is the main research content of the article.From the user's point of view,it can grasp the needs of users,accurately locate users,and establish a differentiated advantage with other public numbers to attract users.From the content point of view,a total of 248 texts of 31 days of the"Zhanhao" public number from October 2nd to November 1st,2017 were analyzed.The content of politics and politics was the main theme.The topics were closely followed by hot spots and they were good at digging deep.Judging from the form of expression,the "Zhaohao" WeChat public number from the use of images,layout methods to the overall style,conforms to the trend of the new media era emphasizing user experience.Analyze and summarize communication strategies,and draw conclusions on methods that have implications for the self-media WeChat public accounts.