| With the development of the Internet,publishers,as producers and disseminators of knowledge,have also begun to use the platform of We Chat official account to disseminate books and related information,and users have gradually become accustomed to obtaining some fragmentation information on official account.However,from the current development,there are still some problems in the content production and dissemination of the publisher’s We Chat official account,and there is still much room for progress.This paper adopts the methods of case analysis,comparative analysis,literature analysis and data analysis to carefully investigate and analyze the content production and content dissemination of the selected cases,discusses the content production and dissemination mode and strategy of the excellent publisher’s We Chat official account,analyzes its development characteristics,and then analyzes its current development problems by comparing with other types of We Chat official account,Finally,based on this,relevant optimization paths for future development are proposed.First,through the long-term data collection and survey of the selected We Chat official account,the current status of content production of official account is analyzed from four aspects: content positioning,content writing,content originality and content presentation;At the same time,it analyzes the current situation of content communication of official account from four aspects: content push,column operation,channel communication and interactive feedback,and finds and summarizes the similarities and differences of each publishing house in content production and content communication.Secondly,by summarizing the similarities and differences,identify the development characteristics of the publishing house’s We Chat official account.By comparing it with other types of We Chat official accounts in terms of language style,content selection,number of posts,and presentation form,we can identify the problems that exist in the We Chat official accounts of publishing houses: insufficient original content and insufficient focus on published content;The number,style,and format of articles need to be further optimized;The push time is relatively chaotic,making it difficult for readers to form reading habits;Insufficient investment in talent development,lack of maintenance and updates;Lack of interaction with readers and insufficient extension of additional functions;Insufficient brand extension and media matrix promotion.Finally,based on the existing problems,this paper proposes relevant optimization paths for future development,hoping to provide some practical guidance for the operation of the publisher’s We Chat official account,so as to improve the effect of its content production and dissemination.The publisher’s We Chat official account should mainly promote original content and strictly review the quality of content;Fixed push time,ensuring quantity and frequency;Strengthen team building,optimize updates and maintenance;Utilize diverse forms to keep up with hot topics;Encourage reader interaction and enhance service experience;Strengthen brand extension and create a media matrix. |
