Research On The Operation Of The WeChat Official Account Of The Publishing Professional Media "Publishing Business Weekly"

On January 21,2011,Tencent launched a free app for instant messaging services for smart tenninals;After a year,Tencent launched the WeChat public platform in August 2018 after WeChat.It is a public platform for open information push and service applications launched by government,enterprises,media,celebrities and other organizations.At the beginning of the launch of the WeChat public platform,many people paid attention to it,and the traditional media have applied for their own WeChat public platform one after another,hoping to break the "cold winter" of the traditional media through the transformation.The publishing industry newspaper is an important way for the audience to understand the development of the publishing industry.It really records the development and change of the publishing industry in China.At the same time,it also provides reference for practitioners and related researchers.The publication of Business Weekly was officially published on January 8,2006.It is a newspaper for the entire publishing and related industries sponsored by the domestic publishing and distribution group.From its inception to the present,the publication Business Weekly has won unanimous praise from the industry for its fresh,sharp and pragmatic news reports.Established a good brand image and influence.In July 2014,the WeChat public platfonn of the publication Business WeChat was officially launched,so far it has become the largest number of users in the publishing industry media,and the highest reading conversion rate.The most influential official WeChat account.In this paper,WeChat official account is chosen as the research object,and its news content,communication mode and team management are studied.Through the study of 517 samples taken from the last year,the results show that the WeChat public platform has many advantages,such as more original content,unique reporting style,"small and refined" team,fewer original works,and a single editing form,as well as the advantages of the WeChat public platform,such as a large number of original content,unique reporting style,and so on.The advertising mode is not perfect,the user activity is low,the production team is weak.Based on the analysis of the current situation of WeChat public platform,combining its advantages and disadvantages,and through a small part of the whole,this paper puts forward some suggestions for the operation of WeChat public platform to the publishing professional media:balancing the content of the report and creating fine tweets;Using big data to strengthen user data management and analysis,using multimedia technology to enrich editing form,optimize extension channels,improve audience activity,enhance audience viscosity,train all-round talents,establish excellent operation team;Perfect advertising mechanism,strengthen business operation mode.So that publishing professional media better use of WeChat public platform for dissemination,improve their influence.