Research On Social Media Communication Of Aier Ophthalmology

The development of Internet technology has brought changes to the media industry,and young mainstream users began to gather in social media.How to effectively build a communication bridge with young users through the layout of social media communication matrix has become the main proposition of external communication and promotion of enterprises.As a well deserved leading enterprise in the ophthalmic medical service industry,Aier ophthalmology is at the forefront of the industry in the layout and communication of social media,and has certain research value.This study will study the communication subject,communication content and communication receiving interaction of Aier ophthalmology social media,analyze the current situation and shortcomings of Aier ophthalmology social media communication,and put forward corresponding optimization suggestions.In terms of research methods,literature analysis,content analysis and comparative analysis are mainly used to code and analyze the communication content of its refractive surgery products published on Weibo and wechat official account platforms in 2020.Through combing and analysis,the layout of social media communication subjects of Aier ophthalmology is affected by the management structure,which has a distinct crisscross feature,which provides the basis for its subject positioning,information sharing among subjects and the construction of subject brand consistency.In terms of communication content,the content analysis method and digital mining software are used to summarize and analyze the content of refractive surgery products published on wechat official account and microblog in 2020,and try to explore the characteristics of social media communication content according to the in-depth analysis of vocabulary emotion,communication theme,communication form,internal and external communication content differences and other aspects.In terms of communication audience,Aier Ophthalmology’s social media audience strategy has the characteristics of Co Construction of public domain and private domain traffic pool.It connects the target audience with the help of opinion leaders,hot topics and deep links.At the same time,it pays attention to the audience’s self presentation and participation to promote the gain of information return.Based on the above analysis,it is found that Aier ophthalmology has some problems in social media communication,such as loose vertical management of communication subjects,lack of creativity of communication content,lack of focus on external communication content,lack of communication and reception interaction frequency and efficiency,and lack of public opinion control of communication audiences.At the same time,it compares and analyzes Dr.clove’s social media communication strategies,and puts forward targeted suggestions that Aier ophthalmology social media communication should pay attention to the standardization of marketing communication,improve the creation of original IP content,pay attention to external communication efficiency,improve user participation and establish user public opinion control system.