Analysis On The WeChat Official Accounts On TCSOL Based On SWOT Theory

With the popularity of the Internet as well as the rapid development of artificial intelligence,5G network and other information and communication technologies,the new media platform represented by We Chat has become a brand new and very important means of communication.At present,"We-Media" in We Chat official accounts in the field of TCSOL are emerging endlessly one after another,providing great convenience and strong support for the promotion of TCSOL.This paper takes "Spicy Chinese" and "Hanfu Chinese",two "We-Media" brands in We Chat official accounts in the field of TCSOL,as typical cases.The paper adopts descriptive analysis,questionnaire survey and in-depth interview,and is based on SWOT theory which is commonly used in marketing.The paper explores the opportunities,threats,strengths and weaknesses existing in the development of "Spicy Chinese" and "Hanfu Chinese" from both external and internal aspects,arranges them in a matrix form and makes a systematic analysis.Afterwards,the paper studies the effectiveness of information resources construction as well as the operation mode of these two brands.What’s more,the paper analyzes their shortcomings of the two "WeMedia" brands in the field of content and form and also proposes some ideal development strategies in the future.Based on this,the paper discusses and summarizes the new model of the operation of "We-Media" in We Chat official accounts in the field of TCSOL in the future.Finally,the paper puts forward certain development suggestions for improving the role of "We-Media" platforms in assisting TCSOL from three aspects: We Chat official accounts positioning,operation process analysis and communication techniques.Through this study,this paper intends to provide useful references and feasible ideas for the development of "We-Media" in We Chat official accounts in the field of TCSOL from the new perspective of SWOT theory.