Research On The Topic Of Official Fans QQ Group Of Hunan Meili Culture Communication Co.,ltd

In 2015,Chinese enterprises put forward the "first year of community economy",and "community" gradually turned from the theoretical level to practical application.From QQ to Microblog and We Chat,to the current hot short video platform,all belong to social marketing.QQ is one of the earliest platforms used in social marketing.After QQ launched the group chat function in 2002,some publishing companies established their own QQ groups.Today,the status and role of QQ group in the marketing practice of most publishing fields in China are increasingly marginalized.On the one hand,the successful cases such as "Luo Ji Thinking" have made publishing companies pay more attention to the marketing of We Chat official account and micro-blog.With the emergence of various social platforms,the energy of publishing enterprises has been dispersed.On the other hand,with the change of the usage habits of the target groups,publishing enterprises prefer to use We Chat when building this kind of community.QQ group is still an indispensable part of the marketing matrix of publishing enterprises in the field of youth literature,The form of QQ group is in line with the use habits of target groups of publishing enterprises in the field of youth literature.At present,the audience of youth literature books and periodicals are mainly the post-90 s and post-90 s.The use of QQ is accompanied by the growth of the post-90 s.After 2000,they also prefer to use QQ,especially online teaching software such as nailing and QQ group class during the epidemic period,which makes QQ more widely used in teenagers.Around 2014,publishing enterprises in the field of youth literature have established their own readership.In 2017,it has attracted the attention of publishing enterprises.Today,publishing enterprises can not only use QQ group to establish relationship with readers directly,but also provide after-sales service through QQ group to enhance readers' loyalty and satisfaction to publishing enterprises.We can also use QQ group to collect readers' opinions and understand readers' preferences,so as to provide reference for publishing enterprises in all aspects of book publishing.Publishing enterprises can also use QQ group to gain readers' trust and carry out marketing activities to enhance brand influence.This paper takes the QQ group built by Meili Culture Communication Co.,Ltd.as the object,using the methods of content analysis and social network analysis,starting from the topics discussed in the QQ group,analyzes the appearance of QQ group.Found loose management,management responsibilities are not clear;Officials do not directly participate in the topic discussion;Ignore the scene of topic discussion;Lack of topic guidance,topic content out of focus;The reason of the topic discussion of QQ group is that the information is not released in time and the number of activities is small.In view of the reasons for the topic discussion of Meili culture QQ group,this paper,from the perspective of topic,thinks about the construction system of youth literature QQ group,reader relationship,topic scene,opinion leader,activity form,etc.