Research On The Operation Strategy Of "Kai Shu Storytelling" In We-media

In recent years,with the continuous development of Internet technology and the popularity of smart phones,self-media,as a form of expression of new media,has become an important source of information received and disseminated by the broad audience.Self-media not only has the general attributes of media,but also has the interaction of users.In today's technological innovation,how to survive in the competitive environment requires operators to formulate sustainable operational strategies,exploit the potential of related fields with a historical perspective,grasp the pulse of the times,and win in the competition.“Kai shu Storytelling” has been taken nearly five years from the beginning to now,with more than 20 million users.With the increasing number of users,its influence is also expanding constantly.It has become the biggest brand in the field of children's parents and the benchmark of self-Media learning in children's education industry.Based on the above reality,through the research on the content production,user operation and marketing promotion of “Kai shu Storytelling”,this paper explores the reasons for the success of “Kai shu Storytelling” by using the methods of literature research,case study and participatory analysis.In terms of positioning,we should select different topics,strengthen the deep cultivation of content,and continuously promote and drain our own products through diversified media channels.In the management of users,we should set up user thinking,develop online and offline interaction to activate users,and increase user stickness based on users' needs.In business operation,through membership system and community economy,explore new profit model.Through a series of operation strategies,“Kai shu Storytelling” has achieved good results in both popularity and economic interests.The analysis of self-Media operation strategy obtained in this study can provide some reference and guidance for the self-Media operation of other self-Media people,and has certain application value.