Research On Wechat Official Account Marketing Of AS Company Under The Background Of Media Convergence

At present,the 12 th Five-Year Plan of The State General Administration of Press,Publication,Radio,Film and Television has made it clear that traditional TV media should develop to modern media,taking integration as the direction and coordinating the development of traditional media and new media.Promoting the integrated development of traditional media and new media is a major strategic plan made by the CPC Central Committee to consolidate the propaganda ideological and cultural front and strengthen the mainstream ideological and public opinion.AS countries in popularization of triple play,broadband TV IPTV business will usher in rapid development,IPTV become vigorous,fast development momentum and broadband TV media influence growing new media business,AS the company will further accelerate the platform construction and docking,realize broadband TV IPTV users nationwide unified management,IPTV will be built into the public opinion communication front covering the living room end and the entrance of TV screen under the new media form of the central Government,so as to facilitate the in-depth integration and integrated development of CCTV media.Wechat public account is the most important and s Figure type of new media.If traditional media want to make good use of this media form and achieve good communication effects,it is necessary to understand its characteristics and rules.Wechat public account is a kind of media with emotion and temperature,which can truly reflect readers’ preferences and reading effects.It is also a kind of media that can sum up readers’ reading needs and rules.In this paper,based on the concept of media convergence and theory,theory of marketing,communication,consumer behavior and other related knowledge and theory combining with the media fusion,through literature analysis,internal investigation,user survey,AS companies under the background of media convergence,combing the present situation and problems of the number of public marketing,find out the public,the advantages and disadvantages of marketing strategies;Consumer behavior AISAS theory,combining We Chat public operational data,analyzing the present situation,the index of marketing effect and existing problems,and finally put forward to clear the public number positioning,with the help of "4I" theory to improve the quality of the content,completes the operation schedule planning,through online activities,perfect function and optimization measures such as cultivation of professionals.