Research On The Operation Strategy Of The Entertainment Self-media "Taohonglibai"

The development of mobile Internet and the popularization of intelligent terminals have driven the prosperity of the media.From the media platform,WeChat has developed rapidly with its clear positioning and strong verticality.Since the launch of the WeChat public number platform in 2012,a large number of brands and individuals have entered the market,and the competition has become increasingly fierce.In the era of pan-entertainment,the WeChat public number of entertainment news has the advantage of the times and is unique in the development of WeChat public account.However,many entertainment-type media have worried about the quality of the content due to the economic benefits brought by click-through rate and reading volume.Plagiarism and gossip are prevalent.Most of the WeChat public accounts are unable to develop their own opinions and opinions because they do not have excellent quality or do not know how to operate.In the end,they disappeared Based on the above status quo,this paper selects "TaoHongLiBai" as a research case,because it has reference significance in its operation strategy as a successful self-media public number.The author analyzes the research methods such as content analysis,interview and participatory observation.The popular internal reasons and success of "TaoHongLiBai",as well as the analysis of its predicament,provide some reference for media operations.The first chapter firstly combs and summarizes the domestic scholars' research results and related theoretical knowledge related to entertainment media.Secondly,it introduces the development status and uniqueness of "TaoHongLiBai"comprehensively and systematically."TaoHongLiBai" mainly relies on the construction of high-quality content as a support point.Therefore,the author analyzes the content operation of "TaoHongLiBai" in the third chapter,and analyzes the source of the topic,the source of the content,the characteristics of the content text,etc.The uniqueness and innovation of the angle provide reference and enlightenment for other content original from the media.The fourth chapter analyzes the two aspects of"TaoHongLiBai" operation and the creation of community innovation,analyzes its powder drainage method,fan interaction form,and summarizes the specific steps of successful operation.The fifth chapter is about the business model of"TaoHongLiBai" from the media,researching the advertising mode of traditional media in the way of traffic realization and profitability through e-commerce.The sixth chapter explores its current operational dilemma.Finally,a combing summary is made.In the operational strategy,"TaoHongLiBai" has something to learn from,and there are also bad places to be worth reflecting.This paper hopes to analyze and summarize its operational strategy,and provide some reference for the operation of other self-media WeChat public accounts.