A Research On The Content Delivery Of Sports Weekly In We Chat Public Platform

With the development of the Internet,new media develops rapidly,and becomes one of the major forms of mass media.The broad coverage of the mobile Internet,and the wide use of smart phones have promoted the transforms in sports news transmission.In order to deal with the impact of new media,it is imperative to integrate print media with the new media.As a representative of new media,WeChat public platform has become one of the most important tools for the professional sports newspaper to cover news and build brand.Sports Weekly is an authoritative and representative domestic professional sports newspaper,which is also a representative of official WeChat public platform for professional sports print media.This paper takes the WeChat public platform of Sports Weekly as the object of the study,and selects all the information and the contents from Sports Weekly WeChat public platform dating from Aug.1st 2016 to Aug.31 st 2016,altogether 31 days,as the sample.It studies the WeChat public platform from the following aspects: the contents,the forms,the effects,the feedbacks from the audience,etc.It summarizes the advantages and disadvantages of the platform in content delivery,attempts to find some existing problems encountered by Sports Weekly in WeChat public platform content delivery,and finally gives some reasonable suggestions.Through the study,the following characters of Sports Weekly in WeChat public platform content delivery have been found: diversified and comprehensive content,great originality and reliable resources.Meanwhile,some problems are revealed.For example,the contents are lack of its own features;the forms are fixed the formats are monotonous;the promotion is not strong enough;the interaction with the audience is poor.Thus,this paper finally proposes the countermeasures and suggestions as follows:build a professional and competitive brand,enhance the promotion in order to realize its profit,meet the demands of the audience and improve the interaction with the audience,attach great importance to the cultivation of the operation team so as to improve the operators’ control towards the contents.