Research On The IP-based Content Production And Commercial Cash Realization Of The WeChat Official Account Bureau Of Zhaozhong

In 2012,Tencent Company launched WeChat Official Account,which is a special function of WeChat.Any institution,organization,enterprise and individual can create their own discourse space through this function.According to the survey data of Penguin Zhiku,in 2017,74.2% of users said that the main purpose of their using WeChat account is to obtain information.Nowadays,with the development of the self-media,the WeChat Official Accounts has become a channel for people to enhance brand awareness while publishing content production.The emergence of the Official Accounts has made WeChat a fertile ground for the flourishing development of media.In recent years,although the number of WeChat accounts has grown explosively,people more and more rely on their WeChat account.However,due to some factors,such as its own environment and the media environment,many Official Accounts have disappeared.Because they had not formed their own characteristics,they were unable to produce high-quality content,and lacked proper operations and dissemination methods,so that they were unable to expand their visibility and recognition.Therefore they could not attract users' attention.Due to the transformation from UGC mode to PGC mode,many public accounts of WeChat have shown their charicteristics of specialization in their process of content production.At the same time,they have gradually withdrawn from the platform and have gone deep into the vertical industry chain for developing personal brand image and build a profitable business mode.Taking the public account of "Bureau of Zhaozhong" as a case for study,this paper is to conduct a comprehensive analysis of the content production and commercial cash operations of "bureau of Zhaozhong",so as to explore its operation mode and its existing problems.This study attempts to seek the countermeasure for improving the existing problems of "bureau of Zhaozhong",and puts forward some opinions and suggestions for the operation other the public accounts of WeChat."Bureau of Zhaozhong" is a personal Official Account created by military critic Zhang Zhaozhong on December 30,2015.At present,the number of its fans has reached more than 2 million.This study starts from the analysis of the production of "Bureau of Zhaozhong " by using content analysis and case study,The analysis mainly fouses on the content and content composition of this official account,how Zhang Zhaozhong created a personal “IP” image and obtained commercial benefits through his official account and other multi-platform after his transition from traditional media to new media.This study found that the "Bureau of Zhaozhong" WeChat Official Account has its own unique content production and dissemination methods.And at the same time,it has established its own "IP" value through Zhang Zhaozhong's personal image,and realized the conversion of "IP" image to "IP" value,which and promoted the continuous development of "Bureau of Zhaozhong".This study also found some defects in the content production and marketing patterns of the “Bureau of Zhao Zhong”.The corresponding countermeasures were proposed.It may benefit the operation of “Bureau of Zhaozhong”.It may also have some references for the operation of other similar individual official accounts.