Research On Cross-platform Competition Of Wechat Small Programs

The emergence and development of small program media technology has brought a new change to the Internet community and reshaped the media ecological environment.This research chooses the well-developed Wechat applet as the research object,and studies the cross-platform competition caused by it from the perspective of the Internet media platform level.Wechat platform combines with small program media technology to launch Wechat small program.Its emergence and development have triggered competition among Internet media platforms.This is mainl y manifested in the impact of micro-programs on APP and operating system,grabbing resources on the two platforms,forming cross-platform cross-level competition.At the same time,these two platforms also learn from Wechat applets,and establish their own media platforms to compete with Wechat applets.Flow contention in small program field has entered a white-hot stage.However,the competition between platforms caused by Wechat applet is not a "life-and-death" relationship,which completely replaces it.Wechat applets can cooperate with other platforms at different levels in cross-platform competition.App platform uses Wechat widget to connect the social function of Wechat platform,remoulds the business model of APP platform,and realizes its transforma tion and upgrading.In addition,Wechat applet exists on the basis of operating system,and has its own value with the operating system application store.Therefore,the operating system platform and Wechat applet can coexist.From the whole process of cross-platform competition,we can understand that the essence of cross-platform competition is cooperation in competition and competition in cooperation.Wechat widgets impact APP and operating system,but also drive APP and operating system to create their own widget media platform,while achieving cooperation with the two platforms.Wechat applets provide space for cooperation and innovation in cross-platform competition.On the one hand,we can make use of the functions of the platform and improve the hier archical chain of the platform to achieve a perfect access to the platform.On the other hand,splitting the APP function to rebuild the platform traffic entrance,further improve the platform's basic services,and realize the operating system functions.O n the basis of having two platform functions,the Wechat applet provides a platform for cooperation and innovation for the relevant subjects around the applet.