| On Jan.9,2017,the WeChat Mini Program was officially launched,which is a new Application form of "no installation and uninstall ",mainly resolving the dilemma that users cannot install more clients due to insufficient memory on their mobile phones.Currently,it has over 400 million active users per year.Mini Program is easy to develop,low cost,easy to maintain,and is very suitable for publishing agencies to develop and use.Based on the perspective of publishing institutions,this paper takes the publishing Mini Program in WeChat Mini Program as the main research object,and on the basis of publishing convergence theory and technology acceptance model.The research methods used in this paper mainly include investigation and statistics,case analysis,comparative research,and questionnaire.The main innovations are that the research objects are novel,the research work is in-depth and practical.This article counts the development subjects and functions of 342 publishing Mini Program one by one,and achieves full coverage,which is the first systematic combing of publishing Mini Program in this professional field;interviews with a number of digital publishing employees working in the front-line,multi-level technical developers such as Mini Program front-end,information security,recommendation algorithm,and WeChat Mini Program planners of Tencent Company,whose experience can be borrowed.Firstly,in the first chapter of this paper,the development process and research status of the Mini Program is reviewed.By sorting out the past literature,this paper illustrates that the development of Mini Program originated from the early Internet web App,in its evolution,the platform gradually migrated from PC to mobile.In the mobile domain,the WeChat Mini Program is one of the earliest entrants,using its large user base and social tool properties to establish the shortest path between people and services,activate and integrate offline business scenes,the Mini Program builds a "High frequency,rigid demand,low memory" lightweight service,taking into account the frequency of users,functional requirements and user experience.Secondly,on the basis of practice participation,with the help of product report analysis framework in the field of Internet,the publishing Mini Program is divided into B-side(Business-side)and C-side(Consumer-side)analysis,and their convergence status is described in detail.T he second chapter is end B analysis,combined with the WeChat platform for the definition of the main body of Mini Program,this chapter analysis dimension is mainly the development of the main body,function design,operation,technical support.Among them,the function design of publishing Mini Program,such as book e-commerce,knowledge service,activity operation,games and so on,is highlighted to meet the further personalization and refinement of user usage scenarios.Through interviews and statistical analysis,the author concludes that publishing agencies have more advantages in developing Mini Program than in developing Apps,and clarifies the need for their convergence.In addition,the third chapter is C-side analysis which is Consumer analysis.Through questionnaires,in-depth interviews and other methods,we can find out how well users know about publishing Mini Program,how they use them,and why they don't use them.In this chapter,combined with technology acceptance model,we focus on the factors that affect the users' willingness to use publishing Mini Program,such as convenience,personal effort expectations,cost of use,social benefits,perceived interest,and so on.Publishing agencies need to carefully consider these factors when developing Mini Program.Finally,in order to achieve the convergence of social and economic benefits,this paper puts forward strategies to optimize the convergence of publishing Mini Program from the development subject,function design,platform level. |
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