The Research On The Current Situation And Effect Of The Communication Of WeChat Public Account "Yangyitalk"

With the innovation of media technology and the popularity of mobile smartphones,the mode of transmission is more diversified.At present,the WeChat public account has become the most popular mobile social media after microblog,APP and other media forms.The Internet communication attribute of WeChat public account greatly reduces the cost of content production and transmission,and provides a good creative environment for content entrepreneurs.Traditional media people with rich experience are more likely to stand out in the fierce market competition.The "Yangyitalk" is oriented in the vertical field of basketball.It is the transitional work of sports traditional media person Yang Yi in new media transformation.Relying on strong originality and continuous delivery of high-quality content,“Yangyitalk” has absolute advantage among the same WeChat public account.So far,it has more than 2 million fans,and it currently has the largest number of subscriptions in China's sports industry.It has important inspiration for the development of the traditional WeChat public number of sports media.Firstly,this article sorts out the development of "Yangyitalk ".It adopts content analysis method to analyze the four communication elements of “Yangyitalk”,such as communication subject,communication audience,communication content and communication channel and it also discuss on its profit model.In terms of the communication content,the author select the contents of “Yangyitalk” from November 1,2016 to October 31,2018 for a total of 24 months.A total of 503 headline tweets were selected as research objects,and the research was carried out from two aspects: content features and expression forms.Among them,the content features include content source,theme selection,and tendentiousness;the expression forms include tweet title,text expression,and image application.The author concludes the characteristics of "Yangyitalk " : teamwork to create high-quality content;form a unique audience;the verticality of the content is high,the coverage of the content is comprehensive;multiple communication channels and development is uneven.Questionnaire survey was used to study the effect of communication: descriptive analysis was used to present the basic situation of “Yangyitalk” audience,and the relationship between communication content and communication effect was presented by correlation analysis;regression analysis was used to further study how the content of communication affects the effect of communication;the difference analysis was used to explore whether there are significant differences in the transmission effects of different characteristics(gender,age,education,occupation).Finally,based on the above analysis,combined with the author's observation of " Yangyitalk",the following suggestions are proposed for its future development: providing personalized services,building communities,applying rich media,and broadening communication channels.The author hopes to see this in full view and provide reference for the development of the traditional WeChat public number of sports media.