Research On The Development Strategy Of Sports WeChat Public Account Based On SWOT Analysi

Wechat official account,as a service platform derived from wechat,provides enterprises,organizations and individuals with opportunities to provide services and display their talents.The number of creators has exceeded 20 million at present.Sports creators also see the huge potential of the wechat public platform,and create service numbers and subscription numbers to push messages to the audience.However,in the continuous iteration of social products,the bonus period brought by wechat began to disappear gradually,and the growth of users slowed down.Many wechat public accounts became a flash in the pan because they could not find new traffic growth points.Established in August 2017,"Kuangyan Doggy" has been in operation for more than 5 years.By the end of August 2022,"Kuangyan Doggy" has entered China’s wechat Top 500 monthly list for 53 times in five years,often ranking the top of the sports comprehensive list.It is one of the most influential sports we-media nowadays.Therefore,the research on the status quo of "Kuangyan Doggy" and the problems in the development process can,to a certain extent,provide reference for the current sports wechat public number.This paper uses literature data method,case study method,SWOT analysis method,mathematical statistics method,questionnaire method and interview method as research methods to analyze the interface image and function setting,content production and push mechanism,fan characteristics and reading characteristics,channel promotion and profit model and other current situations.In the analysis of content production and push mechanism,Select the "Kuangyan Doggy" mature period from August 1,2020 to August 1,2021 for a consecutive year of tweets as the text research object,in the analysis of fan characteristics and reading characteristics of the questionnaire method,finally according to the SWOT analysis of its internal strengths,weaknesses and external opportunities and challenges,put forward development countermeasures.Through analysis found,"Kuangyan Doggy" has a personalized logo,push content diversification and text content ground gas,high degree of original article,push time regularity and high viscosity fans,through the comparison of the same type and with the top ten sports wechat large "Su Qun","Kuangyan Doggy" the existence of the internal advantage is to have a personalized logo,"zero distance" communication mode deeply rooted in the hearts of the people,content topic diversity,attention to readers reading feelings,etc.,internal disadvantage for the main body of limited influence,account management consciousness is not strong,lack of depth content.In the external environment,wechat public account message area function upgrade,the rise of video account is the external opportunity of "Kuangyan Doggy",but also faced with sports wechat public account content homogeneity,multi-platform traffic impact on wechat public platform and other threats.Finally,according to SWOT analysis,these advantages and disadvantages are arranged according to the matrix form,and finally the development strategy is S-O strategy: 1.Build brand image,deepen reader memory 2.Attach importance to user experience,bond fans;W-O strategy: 1.Develop and promote resources to enhance influence 2.Strengthen content depth;2.S-T strategy: 1.Original content and original content protect their own competitiveness;2.Use video number to improve audio-visual flow;W-T strategy: 1.Precise positioning to highlight features 2.Increase content identification.