Dingxiangyuan WeChat Matrix Health Communication Research

With the rapid development of the mobile Internet,modern people's demand for information has gradually shifted to the Internet.The popularity of smart phones has driven the development of We Chat Apps,and the We Chat official account,as an important part of We Chat,is self-evident in terms of information acquisition and dissemination.At the same time,people's living standards continue to improve,the material and spiritual aspects are becoming more abundant,and the degree of concern for health is becoming increasingly prominent.The increasing demand for information has brought broad development space for health We Chat official accounts.However,some problems have been exposed during the rapid development of health We Chat official accounts.However,the current academic circles are relatively scarce in exploring how health We Chat official accounts can better play the role of health communication.This paper selects the "Dingxiangyuan" We Chat matrix,which has relatively successful overall health communication effects on the We Chat public platform,as the research object.It mainly analyzes and studies its health communication through research methods such as case analysis,content analysis and in-depth interviews.Firstly,it analyzes and summarizes the composition and function of Dingxiangyuan We Chat Matrix,and has a general grasp of its composition and function;secondly,uses the research method of content analysis method to study the health communication content of Dingxiangyuan We Chat Matrix.The study found that the main body of communication of Dingxiangyuan's We Chat matrix relies on professional teams to move closer to authoritative,high-frequency interaction is quite affinity;the type of communication content focuses on information services,the topics are rich and diverse,the title setting is differentiated,and the value orientation is people-oriented;the push method is in the picture and text.Combining with enhanced content dissemination and concentrated push time,cultivating users' reading habits,menus to extend the vitality of content,and building multi-directional dissemination outlets;the audience range takes into account professional and non-professional groups,broadens the audience range,and longitudinally deepens the positioning;the matrix brand has distinctive features and naming propositions Core brand,rich brand operation strategy,coordinated matrix visual identification,overall similarity in avatar design,and consistent We Chat component elements.At the same time,the research also found that the Dingxiangyuan We Chat Matrix has problems with the quality of tweets to be improved,the uneven development of sub-accounts in the matrix,and a slightly higher proportion of marketing and promotion.Finally,corresponding optimization countermeasures are proposed for the above problems,including integrating sections,strengthening the advantages of high-quality content,improving the matrix communication system,strengthening the user feedback mechanism,integrating and upgrading the marketing model,and optimizing the interactive feedback mechanism.This paper comprehensively analyzes the Dingxiangyuan We Chat matrix,analyzes the characteristics of its health communication,summarizes some of the shortcomings presented in its current operation,and proposes corresponding optimization strategies to provide some references and suggestions for promoting the development of health We Chat public accounts.Suggestions to help "Healthy China".