Research On The Operation Of The WeChat Public Account "Understanding The Ball"

Since WeChat launched the public platform in 2012,the number of WeChat public numbers has been blowout,and the total media touch has become a trend.In order to conform to the trend of the development of the times,Lu Jilin,the senior editor of football newspaper,created the WeChat public platform,"understand the ball" and build the WeChat public platform matrix.This paper selects "understand the ball" as the research object,based on the collected a large number of football related WeChat public number,to "understand the ball" market research is the starting point of the research,using the theory of "use and gratification" to "understand" the ball "content structure and marketing mode deeply analysis and research,in depth interviews were conducted to understand the ball" founder Lu Jilin and relevant persons,so as to provide reference and guidance for the current football class public number,provide the enlightenment and suggestions on the problems.In this study,in-depth interviews,questionnaires,data analysis and other research methods were adopted.Based on the questionnaire survey,in-depth interviews were carried out through analyzing the data.The study found that user motivation is mainly in three aspects: first,get information and information;second,interest in sports;third,participate in the offline activities of "know ball" organization.After mastering the needs of the users,we can make a research on the game of "knowing the ball".