Research On New Publishing Media Communication Of Zhongyuan Publishing And Media Group

The rise of new media platforms has changed the way of dissemination in the Internet age,and also changed the distance between publishers and audiences,and caused a fundamental change in the way publishers propagate.In the wave of cross-industry integration,various publishing houses have also opened accounts on various new media platforms to establish their own brand images through various new media platforms and enhance their brand appeal.Zhongyuan Publishing and Media Group is the only listed cultural enterprise in Henan Province,and its publishing houses have a strong influence in the province.By selecting 11 publishing houses under the Zhongyuan Publishing and Media Group as the research objects,this paper analyzes the operating status of mainstream new media platforms We Chat,Weibo and Douyin,and makes recommendations for future operations.There are some problems that need to be improved in the new media operation of Zhongyuan Publishing and Media Group.For example,on We Chat,the operation of publishing houses is polarized.The content of communication has problems of low innovation and low feedback rate.The relationship between official accounts and users is weak,and the influence of communication is very limited.On Weibo,there are problems such as obvious differences in the number of fans,irregular release time,and homogenization of form and content.In the Douyin platform,there are also problems such as uneven numbers of fans,low content innovation,and low interaction with fans.A series of problems in the operation of new media by publishing houses under the Central Plains Publishing and Media Group are due to the lack of communication awareness of the publishing houses themselves,the lack of attention to the influence of new media communication on the publishing houses,and the failure to actively seek integration and development with new media.In order to achieve the good development of the new media of the publishing houses of the Zhongyuan Publishing and Media Group,the publishing houses need to improve the operation level of the new media in terms of development strategy,brand awareness,content innovation,and form innovation,and strengthen effective interaction with fans.Promote the linkage and integration of various platforms in order to remain invincible in the fierce market competition.