| With the continuous development of the Internet,the rapid change of technology updates and the high penetration rate of smartphones,new communication methods are being born.WeChat has become the "standard" of communication in modern society,both on mobile and desktop,and the WeChat public platform has been developed for more than ten years since it was launched in 2012,with its functions becoming more and more mature and stable,in which all kinds of contents are clearly classified and formed a position.With the support of the state,people have their own needs for sports,and the pursuit of sports culture and love for sports coincide with the sports WeChat public platform,which mainly focuses on sports events,analysis of events and dissemination of sports culture.In this paper,we choose "Yang Yi Kan Ball" as the research object,and use "AARRR model" as the theoretical basis,and use literature survey method,case study method,text analysis method,questionnaire survey method,and interview method to research on the "Yang Yi Kan Ball".On the basis of the characteristics of the user operation of "Yang Yi Kan Ball",we analyzed the existing problems of the user operation of the sports WeChat public website and found the optimization path of the sports WeChat public website.In the study of the user operation characteristics of "Yang Yi Kan Ball",it is found that it has the characteristics of professional media personnel empowerment and two-dimensional channel integration to attract traffic in the five stages of the "AARRR model",and has transformed its characteristics into significant advantages in user operation.In the part of existing problems of sports WeChat public number user operation,specific analysis is made on five levels of user acquisition,activation,retention,realization and recommendation;in the part of optimization path of sports WeChat public number user operation,in view of the existing problems and the significant advantages of "Yang Yi Kan Ball",the optimization of each stage is proposed.The objectives are to improve the attraction power,stimulate users’ usage,and generate a sense of social belonging,etc.,and the paths required to achieve the objectives are also specified.The innovation of this thesis is mainly reflected in two aspects: First,the innovation of research perspective.In the field of WeChat public number research,the literature review shows that there are few studies on sports WeChat public numbers and most of the studies are on the communication mode of WeChat public numbers,but there is a lack of studies on the operation and management level,while this paper is innovative in studying the optimization path of user operation of sports WeChat public numbers.Secondly,the innovation of theory application,most of the previous studies on WeChat public number choose "5W" as the theoretical basis,but this paper chooses "AARRR model" as the theoretical support,compared with the traditional communication theory,this theory is more suitable for the research perspective on the one hand,and on the other hand,the theoretical application is made in the study.On the other hand,it is a new attempt in the application of the theory.It provides a practical reference for the operators of sports WeChat public numbers to optimize their operation.At the same time,it has enriched the academic research on the user operation and business model of sports WeChat public numbers to a certain extent. |
