The Research On Operation Strategy Of Dahe WeChat Public Account

In the new media environment,the development of traditional media has been greatly challenged.On the one hand,new platforms such as Weibo,Wechat,and clients have occupied the market;on the other hand,live broadcasts,short videos,and H5 have emerged in endless forms.In the face of challenges,major traditional media are actively exploring the road to integration.Among these,WeChat,as a super social platform with more than 900 million active users a month,has become an important channel for information dissemination.According to usage scenarios and user needs,the WeChat platform public numbers are divided into three categories: service numbers,subscription numbers,and enterprise numbers.According to the characteristics of communication,major traditional media have chosen to open subscription numbers,including the Dahe official mini-signal.Since the first article was published on December 20,2012,Dahe Daily WeChat has gone through 5 years.Over the past five years,Dahe reported rapid development of micro-signals.It has nurtured and witnessed the prosperity of the media,but after the initial bonus period,its operations have also experienced some problems.Based on the research and analysis of the overall development trend of the domestic news and information public number,the author uses the Dahe WeChat public number as the object,and uses content analysis methods and in-depth interviews to apply the 5W model theory and agenda setting theory to its The main body of the dissemination,dissemination of content,channels of dissemination,audience and dissemination of the results of a specific analysis,summarize the deficiencies,and propose future development strategies.Through analysis and comparison,the following nine issues in the actual operation of the WeChat official WeChat were summarized: lack of original content,lack of time-effectiveness in the delivery period,lack of content depth,lack of full media editing tools,insufficient development of WeChat functions,and operations Weak team strength,insufficient linkage with Weibo and sub-accounts,and low user activity and interaction.In response to the existence of the Dahe We Chat public account,the author tried to propose three levels of countermeasures for its future development.First,in terms of content operations,we must uphold the concept of “content is king”,strive to adopt the originality of the series,fix the release time,create fixed topics or columns,cultivate user loyalty,and strive to increase the expression of news to the full media.News product transition.Secondly,at the operational level of the platform,we must improve the functional design of WeChat,give play to the advantages of the platform,increase the introduction and cultivation of new media talents,establish a professional WeChat operation team,and interconnect and communicate with the Group's sub-accounts to leverage the WeChat propagation matrix.Spread effectiveness.Third,in the actual operation,we must firmly establish a user-centric operating philosophy,through more refined user operations,more interactive forms,increase user stickiness,and achieve the long-term sustainable development of the Dahe WeChat public platform.