| With the further developments of media technology and information network technology,great changes have taken place in reading medium environment,the traditional reading habits are influenced by the unprecedented technology wave,when some new emerging media such as Weibo and We Chat started to appear in people's life,the aim of this study is: in the new media environment,through to research the operation of “Read at ten”,a representative We Chat Subscription Account on the Mass Reading,helping this kind of We Chat Subscription Accounts realize more standardized and professional development goals,and making readers read more rich contents and feeling more comfortable reading experiences.The paper first made certain the concept of WeChat Subscription Accounts on the Mass Reading,then chose 20 representative accounts from a list contained 70 Wechat Subscription Accounts on the Mass Reading created by the new media authoritative data statistics platform “the Gsdata”,and used them as the main research object to sort some basic current situations of We Chat Subscription Accounts on the Mass Reading.Then taken “Read at ten” for example,the paper analyzed its internal operations of the operators,contents,medium and readers in detail;at the same time,with the theories of Community Marketing and Network Marketing,analyzed the external operations from the two aspects of cash earnings and capital accumulation.Then the author summarized the operational dilemma of “Read at ten” from the aspects of contents,platforms,personalized interaction and service,commercial operations.On the basis of these problems,the author put forward four kinds of sustainable optimization directions for “Read at ten” and We Chat Subscription Accounts on the Mass Reading: to improve the content operations about readers' new and original demands,to expand channel operations for reading distribution,to improve readers operations about fans' experiences,and using ultimate mode of thinking to guide commerce operations. |
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