The Study Of Magzines’ Operating Strategies On Weixin Official Account Platform

With the development of communication technology, traditional media like newspaper,broadcast, television face more and more new media competitors. But meanwhile,traditional media can use more new media platforms, the Weixin Official Account is one of them.Weixin is a instant messaging software of Tencent company in 2011. One year later, the Official Account Platform came on line. And it was immediately occupied by all kinds of media once the function was available.The Weixin Official Account change the content-producing and the communication models to some extent with its accurate content delivery, the private communication between users and operators,as well as the almost 100% arriving rate.This article take the magazine,iRead’s Weixin Official Account, Yiduiread as example,and use case study method and textual analysis to conclude its operating characters in communication content,communication method, brand image, users’ interaction, business model, and etc.And combine the Three degree impact theory with the network marketing theory to analysis its operating tactics, then refine general rules.At the same time, aiming at the exist problems that the homogeneous content, ambiguous orientation, less of interaction when traditional media operating the Weixin Official Accounts like magazine, the writer will make some suggestions, including content operation,relation operation and commercial operation,hoping to help the traditional media to do the brand extension better on the Weixin Official Account Platform.