The Operational Research Of We Chat Official Accounts—Taking "Read At Ten" For Example

The rapid development of the mobile Internet has brought about not only political,economic,and cultural progress throughout the era,but more importantly,it has changed people's study,work,and lifestyle.People's daily reading habits have changed from the original paper reading to the current electronic reading.The current social reading trend shows the characteristics of "fragmentation" and "superficialization".Focus on adjusting the profitability and development of new media platforms.Among them,the We Chat public platform integrates a variety of convenience factors,and has become a daily life platform for people to socialize and read,and has achieved many excellent self-media accounts."Read at ten",as a cultural We Chat public account officially launched at the end of 2012,developed from a grassroots account to a well-known cultural platform in China.It took only a few years.This is a very good result in the media industry.Today's "Read at ten" is dedicated to creating a daily cultural lifestyle for people,and its goal is to promote the use of more than 100 million user families across the country.Its business is not only involved in e-commerce platforms,knowledge payment,but also into offline physical store development,forming its unique pan-cultural matrix.This series of development achievements has made the "Read at ten" a very representative public account in the cultural self-media.Based on the ten-point reading,the author has conducted in-depth research based on its development advantages in content operation,channel operation and commercial operation,including original content production,multi-channel content distribution,team building brand culture,diversified profit models,etc.The article discusses the content operation of "Read at ten",which focuses on the production of original content,pushes to fit the user's life scene,and the operating characteristics of rich content presentation methods;when studying the channel operation of "Read at ten",fully explore its many The development status of the channel and user management online and offline;for its more prominent business operation characteristics,it explored the construction ofthe internal team of "Read at ten",the establishment of external brand culture,and the exploration of various profit models.Finally,it pointed out in detail the operational difficulties encountered by "Read at ten",that is,the lack of novelty in the push theme,the uneven development of multi-platforms,and theincomplete personalized service.Based on the existing research,it puts forward optimization suggestions such as changing the content production model,focusing on the development of inherent channels,and creating in-depth experience scenarios.The author studies the operational characteristics and bottleneck optimization of "Read at ten",hoping to provide some experience for the future development of other We Chat public accounts.