Research On News Push Operation Strategy Of Tencent News App

With the development of Internet technology,the production relations and modes of communication have undergone tremendous changes.Traditional media such as newspapers and radio are gradually being replaced by new media.Information APP has the advantages of diversity of content,convenience of reading,and speed of communication,and has become the primary choice for audiences to read news.In the increasingly fierce market competition,the news push service of information APP occupies an increasingly important position.On the one hand,news push can awaken sleeping users,enhance product activity,and shape the client brand image;on the other hand,news push can meet the individual needs of users and provide a good user experience.However,information-based APP also faces some risks in the process of pushing,such as content homogenization,title party,and frequent push.These risks pose serious challenges to the benign development of products and user stickiness.In the information APP market,Tencent News client users have the largest scale,good reputation in the industry,and have certain research value and representativeness.This article takes its news push service as the starting point,analyzes the formation,development and function of news push,combined with content analysis method,statistical analysis method,case study method and other research methods."Tencent News" push content,push strategy,and explore the optimal path of news push.The introduction part mainly introduces the research background of information-based APP news push,sorts out relevant literatures on information APP and news push at home and abroad,points out the importance of news push function to balance the economic and social benefits of enterprises,and demonstrates the optimization of news push strategy.feasibility.The first chapter mainly describes the evolution process and characteristics of Tencent News client news push service.Through the combing of media form changes,summarizing the social attributes of news push,in-depth analysis of the audience's awareness of the awakening and changes in information contact,the Tencent news client in the push process of "labeling" and "diversification" feature.Personalized push is the focus of this chapter.The second chapter explores the internal logic and presentation basis of the text pushed by Tencent News client.Taking the news pushed by Tencent News Shanxi Channel in December 2018 as a research sample,it focuses on the diversified news sources and massive user interest analysis of Tencent News Client,and analyzes the rules of priority presentation.The writing skills and ideas of the push copy are expounded from the dimensions of title presentation,language expression and symbol distinction.The third chapter extends from the content operation of Tencent News client to the specific push strategy.The applicability of the push mode in different scenarios is evaluated by analyzing the user's behavioral preferences,geographical proximity,and technical difficulty.Scenario marketing is an important guarantee for achieving high click-through rates.This chapter focuses on the actual operating methods used by Tencent News clients during holidays and traffic scenarios.The fourth chapter,based on the vicious competition pattern of information APP,combines the knowledge of communication,sociology,psychology and other disciplines to analyze the troubles caused by the push content of Tencent News client and the damage to the media ecology.Based on the above research,this chapter describes the necessity of Tencent News client news push optimization with specific cases,and deeply analyzes the optimization path of news push from four aspects:user thinking,content polishing,product change and risk control.By comparing the competitive advantages of the mainstream information app,we look forward to the future development direction of the news push function.Through the above research results,this paper proposes the path of information APP to maintain competitiveness,explores the relationship between algorithm and humanistic feelings,and points out the importance of effective cooperation between technology and manual operation,and provides reference for the healthy development of products.