The Study Of The Communication Strategies Of The We-Media WeChat Public Account Of "LuoJiThinking"

The advent of We-Media era lowers the cost and threshold of dissemination of information,especially the We-Media WeChat public accounts relying on the WeChat platform,which has been favored by many We-Media people.However,with the continuous increase in the number of public accounts,the "Matthew effect" problem has become increasingly prominent,and the high-quality self-media WeChat public account is still a minority.This thesis selects the "Luo Ji Thinking" WeChat public account as the research object,and studies the communication strategy of "Luo Ji Thinking" WeChat public account,the reason is based on two points.First,It is the WeChat public account created by the former CCTV column producer Luo Zhenyu.From the nature point of view,it is a typical We-Media WeChat public account.Second,It has been relatively successful in many We-Media WeChat public accounts,not only the number of users,but also gained a high reputation and influence through communication.Its communication strategy is representative and typical to a certain extent,so it has certain research value.Through the research methods such as case analysis,content analysis and literature analysis,this paper mainly draws on the famous communication scholar Lasswell's "5W" communication theory to study its communication strategy.Through research,it is found that the WeChat public account " Luo Ji Thinking " has the following characteristics in the communication strategy:to create a "charismatic personality" in the communication subject,relying on the personality charm of the operating entity Luo Zhenyu to absorb countless;Groups and target users are mainly based on the 80 s and90s groups,grasping the demands of users to alleviate knowledge anxiety;the content of communication is to create voice push,the content introduction is close to life and the content is novel;the communication channel is through the network variety platform,online and offline activities,With the help of other WeChat publicity campaigns,other We-Media platform content distribution,multi-platform and multi-form cohesive communication;through the three levels of user growth,interaction,and social influence,we have obtained the "Luo Ji Thinking" WeChat public account has achieved good communication effect.In addition,this paper also analyzes the advantages and disadvantages of the "Luo Ji Thinking" WeChat public account.Adhering to the production of high-quality content,exploring third-party platforms,target users are segmented and establishing a business operation model are its advantages.The lack of copyright awareness and over-commercialization are its disadvantages.The author puts forward two countermeasures for the two deficiencies : Improve the professional quality of the operation team,strengthen the professional ability of the operation team,WeChat platform to strengthen the remediation efforts to jointly eliminate infringement;It should set up a development concept with knowledge service as the core,and take measures to curb excessive commercialization,such as reducing advertisement placement in time through feedback channels,reducing product selling price in time,and ensuring product quality.