The Status Of Operation And The Countermeasure Research Of Press WeChat Public Number

Under the background of Wetchat's rapid development and digital transformation in publishing,the press opens WeChat Public Number,and carries out the publishing business on Wechat Public Platform,such as contacting the reader and the writer,promoting the publishing brand,recommending the book,holding the publishing activity,providing the service for the reader,selling the book and so on.The influence and the vitality of the Press Public Number are quite low.The WCI index is less than 1000.The proportion of active account is only 26.1%,while the proportion of dormancy account reaches up to 34.8%.The whole operation situation is not optimistic.However,some Press Public Numbers develop better,such as "Citic Press Group","People's Literature Publishing House",and "Shanghai Translation Publishing House","the Commercial Press","Peking University Press" and so on,while "Mechanic Education" and "China Renmin Universiry Press" have features in account-operation.The service slogan of "Mechanic Education" aims at providing free service for teachers and students in universities and colleges and stands out the service of the teacher's teaching,the querying of the textbook,the publishing of the book,the exchange of the experience and the student's learning.Its headline of posting message is with the plebification and networking,which makes it attractive.The subscription slogan of "China Renmin University Press" stands out recommending the book and spreading the activity.The recommending forms include the book list,the figure evaluation,the excerpt,the book review and so on.The special of its plans emphasizes on recommending the book.The activity is abundant,such as the reader communication meeting,the seminar,the book launch,the chair and so on.What's more,it is good at seizing the opportunity to carry out the sales promotion.However,the present quantity of the Wechat Public Number is huge.The Wechat space is congested.How about the future development tendency of Wechat Public Number?Faced with the challenge,how does the Press WeChat Public Number develop?Combing the publishing theory and Wechat operation knowledge,collecting the Press WeChat Public Number which has been open as the object of study,uniting some research methods which include the document analysis method,the statistical analysis method,the case analysis method and so on,this article analyzes the status of the operation of Press Wechat Public Platform,finds out its open question,and comes up with relevant solving strategies.First,this article states its research background,clears the related concept,sketches the function and development tendency of the Wechat Platform,conducts the literature review for some correlative researches,and defines its research purpose,object and method.Second,the article analyzes the opportunity and the challenge of the Press Public Number.Meanwhile,from the aspect of the situation of opening account,the type of account,the influence,the vitality,the information content,menu settings and so on,this article uses the statistical analysis method to analyze the status of operation of present.Third,it uses case analysis method to analyze the operational feature of"Mechanic Education","China Renmin University Press" and "Maitian Shufang" Fourth,according to the Second part,this article summarizes the open question of Wechat Public Number during its operation.The main questions are low influence and vitality for press Wechat Public Platform,are lacking in careful organization and plan in reworking content,are lacking in enough account publicity,are simplex in information from,are limited in activity and interactive information and so on.Fifth,aiming at the operational problem of the Press Public Number and the analysis of some excellent Press Public Numbers,the article comes up with the viable advice which will improve the operational situation from the aspect of inclining to the information and publishing service,editing and processing the information,managing fans upon the digitization,organizing and planning the content,increasing the interactivity,advertising the Press Public Number in publication and distribution.Hoping it will be helpful for Press Public Number's development.