Research On The Characteristics And Development Strategy Of Wechat Public Platform In "Sina Entertainment"

With the advent of the mobile Internet era,people's access to information is no longer single,especially the birth of new media,constantly refreshing people's imagination of information dissemination.Today,with the rapid development of social media,WeChat communication has become an important part that cannot be ignored.When mobile phones become people's portable devices and WeChat changes people's communication habits,the new form of “ WeChat public platform ”penetrates into people's lives.Among them,the development of the entertainment public number seems to be wild,and there are phenomena such as the prevalence of gossip and homogenization.There are only a handful of high-quality public WeChat public platforms,and the academic circles have few academic research related to it.Therefore,the author hopes to carry out comprehensive and detailed analysis of the "Sina Entertainment" WeChat public platform,so as to propose appropriate improvement measures for the development of the same type of WeChat public number.Through literature research,case studies,statistical analysis and other research methods,this paper draws on Lasswell's "5W" communication theory,and analyzes the communication subject,communication content,and communication effects.Through integration and induction,the author believes that the entertainment WeChat public platform has the following characteristics: based on domestic and international,with a global vision;light views emerged,text structure innovation;picture layout rhythm is appropriate,ornamental readability;follow the fashion trend,predict popular Trends;vivid and humorous language,clear-cut attitude;exclusive interview rights,multiple sources of information access.In view of this,the author further proposes a corresponding development strategy,which is to enhance the taste of entertainment news and adhere to the principle of content as king.Further create in-depth entertainment and focus on branding.At the same time,strengthen user management and moderate promotion.Open the profit path of the public number.Focus on social and economic benefits,strengthen platform supervision and industry self-discipline.