Research On The The Communication Strategy Of We Media "Liziqi"

In 2002,the concept of We Media appeared for the first time,but in less than 20 years,along with the popularity of blogs,the development's speed of We Media far exceeded people's imagination.In 2017,short videos became popular in We Media.At the same time,phenomenon level of We Media appeared in our sight.Their features include interesting short video content;video playback reached hundreds of millions of times;and has great commercial value.It is very meaningful to study them,not only to provide reference for other We Media,but also to help us understand the future of We Media.This paper selects the phenomenon level of We Media "Liziqi" as the research object,adopts Lasswell's theory five-element of communication,and proves the communication strategy of "Liziqi" from the four aspects.In the aspect of communication subject,adopt the strategy of creating personalized IP;in the content of communication,choose the strategy of continuously optimizing content;in the aspect of communication channel,adopt the strategy of multi-channel joint;in the aspect of communication,focus on the strategy of turning users into fans.The effect of communication strategy is the change of user's cognition,attitude and behavior by four aspects of communication strategy: it can enhance users' understanding of Liziqi,guide users to positive attitude towards Liziqi,encourage users to participate in social interaction Network interaction and e-commerce purchases.The lack of communication strategy of the media "Liziqi" : there is a conflict between personal image and commercialization,the style of video is relatively monotonous,Taobao products are not affordable,the management of fans is not perfect.The solution to these problems is to grasp the degree of commercialization,enrich the video style,improve the cost-effectiveness of the products,and strengthen the construction of the fan community.In the future of the media,the trend in four aspects may be more obvious: the personal image matches the operation of the team,the advertising effect is greater,and it attracts capital more,at the same time,it focuses on economic and social benefits,adhere to the correct value orientation.