Research On The University Press's Strategy Of Participating In The Content Aggregation Platform

In the era of mobile Internet,with the wide application of g data and artificial intelligence technology in various industries,information production and information dissemination methods are also undergoing profound and complex changes.The content aggregation platform represented by ByteDance and Yidianzixun came into being.The Internet giants participated in the layout and promoted the transformation and upgrading of traditional mobile information platforms such as Phoenix News and Netease News.With the fierce competition for high-quality content,major platforms have frequently introduced incentive programs to attract enterprises and individuals with high-quality content creation capabilities.In the publishing world,there are nearly 300 publishing company accounts participated in a number of content aggregation platforms.Among them,university presses have outstanding performance in the popular content of academic culture,and have certain common development of groups;some university press accounts has achieved high platform influence and began to have the value to deeply research,but at the same time there are still many development problems and resistance factors.Based on the above media fusion phenomenon and considering the typicality of the research,this paper chooses"University Press" as the main research object,and takes "Content aggregation platform" as the research starting point.Then this paper uses content analysis,case analysis,SWOT analysis and other research methods to explore and analyze the two issues of " what kind of internal and external competition situation does the university presses face when enter into the content aggregation platform?" and "how university presses can achieve better operational results in content aggregation platform".First,based on the background of media fusion and deep development,the transformation of mobile information platform that lead by the algorithm distribution technology,the university press' mobile media platform is facing difficulties,this paper uses qualitative and quantitative methods to analyze the overall status of the publisher's content aggregation platform.This paper chooses to use the representative university press as the research object in the content aggregation platform.From the perspective of the overall development of the university press account,the main operational indicators of the account and the platform were investigated,and the characteristics of the university press' content aggregation platform were summarized.Then,according to the development status of the university press account,this paper extracts some typical operation modes of several university presses stationed in the content aggregation platform,and chooses Peking University Press,Guangxi Normal University Press and Foreign Language Teaching and Research Press as examples to summarize the operational model combinations and featured experiences.Subsequently,through the SWOT analysis method,this paper analyzes the internal advantages,disadvantages,external opportunities and challenges of the competition prospects of the university press participating in content aggregation platform.Through the two-two combination,the SWOT matrix is constructed.It can be found that the internal advantages and external opportunities of the university press are larger than their own disadvantages and external challenges,so they have a relatively positive development prospect.Then this paper draws the initial development ideas of the university press participating in content aggregation platform.Finally,based on the SWOT matrix,referring to the three basic operating modes and typical cases summarized in the previous section,according to the macro to micro logic,the five development strategies of the university press participating in content aggregation platform are summarized.The first is to grasp the development of the times and policy opportunities,that is,to change traditional concepts and accelerate the upgrading of mobile media channels;pay close attention to policy trends and take the mainstream media social responsibility.The second is to broaden the capital channels,including rationalizing the use of funds and applying for funding projects to improve the profit of platform accounts.The third is to strengthen the construction of the new media team of the university press,including upgrading the scale and quality of the technical team,and rationalizing the division of labor of the new media operation team.The fourth is to improve the quality of content creation,including clear account positioning and "personal settings",maintain the verticality of the content,innovative content presentation,and improve the content packaging details.The fifth is to refine the platform account management,including selecting the suitable operating mode,selecting the daily key operation platform,flexibly adjusting the distribution order and time,stabilizing the frequency of content resource update,and paying attention to fan interaction and feedback information.Since the 18th National Congress of the Communist Party of China,General Secretary Xi Jinping has repeatedly emphasized that we must use the fruits of the information revolution to accelerate the deep integration of the media and strengthen the mainstream public opinion positions.In the new era of China's reform and development,university presses who shoulder the task of serving education and popularizing popular culture are naturally obliged.This paper believes that the university presses should actively participate in the content aggregation platform,broaden the mobile media marketing channels,and explore the new form of digital transformation.It can be a key step to seize the opportunity of media integration,and can lay a good foundation for future brand content entrepreneurship and the transformation of knowledge service provider.