Research On The Community Marketing Strategies Of Wu Xiaobo Channel As We Media

The prosperity of social platforms such as WeChat and weibo has provided a broad space for the development of we media industry.On May 8,2014,"Wu Xiaobo Channel" was officially launched.Under the fierce competition environment,"Wu Xiaobo Channel" gave full play to the role of community marketing,built a solid user relationship,and stood out among numerous "we media" accounts.In this paper,from the media "Wu Xiaobo Channel" as the research object,with the new law of 4C,mass communication and communication theory as the foundation,USES the literature research,case analysis and other research methods,reappear the media community construction process of the "Wu Xiaobo Channel",detailed analyze the transmission characteristics,its content community operating mechanism and modes of paid membership.This paper explores the contribution of community marketing in the development of "Wu Xiaobo Channel" from the four dimensions of content production,platform construction,user retention and profit realization.Community at the same time,combined with personal practice observation,leading to the media industry development,existing problems and puts forward concrete since social media marketing methodology,which is content specialization to homogeneity,bold to delegate community members compression operating costs,to encourage community members share actively,develop community marketing spread social value,to maximize the media communication effect.It is hoped that the conclusion can be used as a reference for we media to carry out community marketing.