Research On Jiangxiaobai's Weichat & Weibo-based Content Operation Strategy

The influence of We Media is increasing day by day.In the era when good wine is also afraid of a deep alley,enterprises' creating accounts on Sina Weibo,WeChat and other social platforms for propaganda purposes have become a standard configuration.However,owning accounts does not necessarily mean being outstanding.At present,Weibo accounts and WeChat Official Accounts from many enterprises serve only as their mouthpieces,far to achieve the purposes of shaping brand image and even guiding users to consume.Therefore,how to improve enterprises' communication ability through We Media has become a common concern of the academia and the industry.Jiangxiaobai,a brand for white alcohol,was launched in 2012.At first,the distillery published personalized content on Weibo to explore young consumers' fields of interest and actively interacted with them.Gradually,it developed close relationship with consumers through Weibo and WeChat,making Jiangxiaobai vividly distinctive from other high-end line of traditional wine brands.So when the traditional wine industry encountered huge market chill,Jiangxiaobai enjoyed a selling boom with the help of Weibo and WeChat marketing.Its success has provided a leading reference for traditional industry as well as startups on how to carry out effective operational work through We Media platforms.This paper mainly takes the content operation of Jiangxiaobai on Weibo and WeChat as the object of study,adopts case analysis,content analysis,questionnaire survey,in-depth interview and other methods to study the distillery's rules of positioning,publishing and content spreading on the two platforms,as well as its team operation experience.In this paper,the positioning of Jiangxiaobai in content operation is firstly determined: a young consumer portrait,civilian style and personal image construction.Secondly,the distillery's consumer-centered content production is analyzed,and is elaborated from four aspects of content composition,expression form,content tone and topic source.Then,from perspectives of integration and fission,the matrix,interaction and cooperation of Jiangxiaobai's content communication through Weibo and WeChat are studied.Finally,the paper summarizesJiangxiaobai's content operation strategy on the platforms.It adopts product-oriented thinking to produce content,builds a professional team,upholds the concept of humanization,and provides consumers with experiential interaction..