Research Of The Communication Content On The WaChat Public Platform Dingxiangyuan And Its Subordinate

As the Internet to reach all aspects of people's live,people are shifting the demand for information to the Internet.As a 98 million user product covering Chinese netizens,WeChat has an indispensable influence.As an important part of WeChat,the public platform has a natural advantage in the function of information acquisition.People's living standards are constantly improving.Whether it is a national policy or a medical institution,whether it is a business or an individual,the role of health as a newly needed role has never been more important.The expansion of information demand is large,and the health-like WeChat public account has also ushered in a prosperous development space.The problems of fish-eye mixing,homogenization,and over-marketing in the process of health communication have gradually emerged.The academic community is still lacking in the exploration of relevant academic research on how the WeChat public number,a platform with a large number of people,can play a functional role in health communication.This paper selects four accounts in the WeChat public account of the “Clove Garden”,which is a healthy communication on the WeChat public platform and achieves relatively successful communication effects.It is a research object through case analysis,content analysis,text analysis,etc.Analyze and explore the advantages and disadvantages of the WeChat public number development,and on this basis,propose feasible suggestions for the optimization of the content of the WeChat public account of the “Clove Garden”,hoping to use this as a healthy WeChat public.The number of health communication exploration provides a reference.The study summarizes the characteristics of the WeChat public account of the "Clove Garden" in the content positioning,namely,the deepening of user positioning,focusing on the discovery of "professionals",breaking the content positioning of the professional circle and "people-oriented,life-based" Content value orientation.On the push content,the text information is presented,the content is arranged,the title is set,the push elements and the use of the all-media type are analyzed.The text information is presented in terms of both the style and the personalized expression,and the push elements are pushed from the push.Start with time,number of articles,and number of times.On the content arrangement,the characteristics of slab push and concise layout and digitization and interest point creation on the title setting are obtained.At the same time,it analyzes the use of the WeChat public number platform under the “Clove Garden” and the marketing strategy in the content.Studies have shown that even the "top spot" in the health WeChat public account has both advantages and disadvantages in the dissemination of content.It is hoped that based on this,the WeChat public number will be encouraged to use the content as the fundamental platform to optimize the dissemination of content to help “healthy China”.