WeChat Official Account For Middle Aged And Elderly People’s Daily Research On Operation Strategy Optimization

After repeated iterative development,WeChat official account has become an important carrier of information dissemination.Traditional media recognizes the extreme importance of Internet transformation,and has built up their own Internet transformation strategy.WeChat official account is an important tool for content distribution and information dissemination.The data of the seventh national population census shows that the aging process has accelerated significantly,and more and more elderly people begin to have higher spiritual pursuit.However,the official account of WeChat official account for the middle and old age group is not large and the quality is not high.How to accurately lock this part of users,mobilize aging resources and provide vertical services,and establish brand and reputation in the middle and old age groups are the main problems faced by the WeChat public number in the middle age group.Nowadays,unilateral news release and information publicity can not meet the needs of users and the transformation needs of the development of network society in the new era.Based on the company’s macro development strategy,based on the theory of location theory,"use and satisfaction" theory,combining the "Potter five force model" and PEST analysis mode,the external environment of enterprises is assessed.From the three aspects of content operation,user operation and activity operation,the problems of WeChat official account in the middle age are reported,and content analysis and interview studies are adopted.From the title strategy,content strategy,user strategy,push strategy and other aspects to optimize the details,grasp the development trend of the macro environment,and leverage the media communication matrix,to complete the optimization of WeChat official account’s operation.In the course of the research,I found that only when the elderly users are truly based can they find their pain points,adjust their content and form to fit their reading habits,design online and offline activities,and use them for users of the middle and old age in a high frequency and convenient way,so that they can solve pain points and meet their needs in the tweets,activities and resources of WeChat official account in middle and old age.It will become a content creator,distributor and provider,making the official account have its own fans’ reputation and brand influence.