Research On Information Service Development Strategy Of WeChat Public Address

Today,with the rapid development of new media platform,the Wechat Public Number has been widely concerned by all walks of life since its launch in 2012.Enterprises and institutions have entered this platform to launch a new round of marketing competition.Wechat Public Number has the natural advantages of accurate positioning,efficient dissemination of information and real-time two-way interaction.Therefore,the publishing industry will also focus on this emerging media platform and set up Wechat Public Number to provide information services for readers.However,the publishing house has been accustomed to offline physical book marketing for many years.It is still in the exploratory stage to use Wechat Public Number as an online channel for information service and promotion operation.How to better provide users with high-quality information content,improve the information service mode,and promote the sustainable development of Wechat service operation is also becoming the key to the development of new media marketing in the publishing industry.Based on the theory of information service,this study analyzed the current situation of information service by investigating the public number of Top50 Publishing House.Investigation and summary of the publishing industry in the process of information service problems,and targeted to put forward the publishing house Wechat public number information service development countermeasures.This has important practical significance for the publishing house to improve WeChat's operation strategy.The first part of the article introduces the relevant background,literature review,research significance and innovation of the publishing house Wechat Public Number Information Service,summarizes the research content,framework and research methods used;the second part elaborates the related concepts of Wechat Public Number and the main content of information service theory;the third part uses information as the basis.Based on service theory,this paper investigates and analyses the automatic response function,custom menu bar function,push information service content,information service effect and influence of the Wechat Public Number of Top50 Publishing House,and finds out the specific situation and attitude suggestions of readers using Wechat Public Number through questionnaire survey.Through the above research,this paper analyses and summarizes the problems and shortcomings in the process of publishing Wechat Public Number Information Service,and puts forward targeted development countermeasures.The fifth part summarizes the conclusions of the full text,finds out the limitations and puts forward the possibility of future research.