Beijing News WeChat Matrix Research

The advancement of communication technology and the development of Internet informatization have caused a major change in the form of media communication.In the wave of media integration,the information acquisition method presents a decentralized feature,and the audience's information contact habits are also changing.Facing the increasing diversification of the audience's information needs,traditional media vertically segmented the audience market and established a WeChat matrix to enhance the communication effect and brand influence.The Beijing News closely follows the trend of integrated development and builds a WeChat matrix to facilitate transformation and development.This article first analyzes the composition and functional positioning of the Beijing News WeChat matrix,and overall grasps the composition and service positioning of the Beijing News WeChat matrix core account and sub accounts.Secondly,the content analysis method is used to analyze the content production and dissemination of the Beijing News WeChat matrix.The study found that the Beijing News WeChat Matrix has original high-quality content in content production.The topics cover diverse,content positioning is differentiated,the focus is personalized,the title content is softened,and the symbols enhance the characteristics of emotions;the content presentation is rich and diverse,enhanced Information dissemination and layout layout focus on promotion and expand the value of information dissemination;content delivery time is relatively fixed,the audience's reading habits and frequency of push are basically stable,and there are differences between different accounts.At the same time,the Beijing News WeChat Matrix also faces the existing problems of weak market competitiveness,single profit model,insufficient talent competitiveness,and bottlenecks in enhancing communication capacity.Finally,corresponding optimization measures were put forward to address existing problems,including building core competitiveness,expanding communication space,clarifying profit model,realizing benign development,equal emphasis on talent training and introduction,integrating user resources,and promoting matrix integration.In this paper,through a comprehensive analysis of the WeChat matrix of the Beijing News,the characteristics of content production and distribution are summarized,problems in the WeChat matrix are found,and corresponding optimization measures are proposed to promote the sustainable development of the WeChat matrix of the Beijing News.Traditional media constructs WeChat matrix to provide reference and reference.