Study On The Emergence And Development Of The Enterprise We-Media On The Mobile Internet Terminal

In the environment of new media, along with the improvement of the mobile Internet application and the maturing of the open platform, especially the emergence of social media such as the We-Chat, the information dissemination pattern is undergoing a profound change:the monopoly status of professional media shocks, the We-Media get increase in influence. More and more companies seize the opportunity brought by the changes to construct the matrix of We-Media based on the platform of the mobile Internet, to promote the process of medialization, and to develop the new marketing operations through professional media operations.This paper takes the We-Media established by none-information service companies on the basis of the mobile Internet as the research object, and analyzes concretely the emergence and development of Micro-blog, We-Chat Subscription Account, and APPs of enterprises, by using the method of literature research, comparative research, and analysis research. The research is carried out from five aspects:the background and reason, the status quo, the difficulties and strategy, and the tendency of development.It is found that the We-Media on the PC terminal develop slowly, and the We-Media on the mobile terminal spring up and develop rapidly, which becomes the focus of enterprise medialization. We-Media of enterprises gradually goes beyond the range of advertising and public relations. More and more enterprises are beginning to disseminate public information, provide public services, build up public communities, and make the person of companies medialized, which presents the tendency that the information dissemination specializes increasingly. Enterprises are searching for the media influence, building up the new economic model:transmissibility-media influence-Marketing force, and shaping the brand image, which promotes the realization of long-term marketing objectives.However, due to the lack of experience of media operating, there are still many difficulties for the development of We-Media of enterprises based on the move terminal:the weakness of media organization, the difficulties of transmission matrix, and the problems of media influence., which has carried on the beneficial exploration of the effective media operations of enterprises. Allowing for the difficulties, this paper puts forward the development strategy that the enterprises medialized, especially focusing on the importance of content and implementation of the path information to enhance the productive capacity of the enterprise.Moreover, on the basis of the tendency that the information dissemination of We-Media of companies on the mobile Internet specializes increasingly, this paper comes up with the prospects, which contains transition of corporate function, upgrading of marketing mode and the reshaping of the relationship between the We-Media of enterprises and professional media. What is more, this paper points out that the media functions will become built-in gene of enterprises, the mobile terminal will become the main platform for enterprise new marketing model, and a new pattern that the We-Media of enterprises and professional media compete and cooperate on the mobile terminal.