Research On The Promotion Of "Penguin Self-Media Platform" From The Perspective Of Persuasion Theory

In recent years,with the development and popularization of mobile Internet,content entrepreneurship has become a popular outlet.In order to seize the content industry market,various companies have laid out their own self-media platforms.According to incomplete statistics,the number of self-media platforms on the market currently exceeds 10 million.In this environment,on March 1,2016,Tencent launched the Penguin media platform.After more than three years of development,the Penguin has more than 2 million content car buyers,and more than 1,000 content producers with annual incomes of over one million have been born.The Penguin has achieved good results from the media platform and its promotion strategy and operational strategy are inseparable.This paper mainly uses the Penguin self-media platform as the research object,and uses literature research,case study and comparative analysis to conduct research.The paper mainly includes three parts: introduction,text and conclusion.The introduction part mainly expounds the research background and significance,the related theoretical literature review,research methods and innovation points;the body part includes five chapters,the second chapter mainly expounds the theory and concept involved in the topic;the third chapter introduces the penguin No.From the development and positioning of the media platform,SWOT analyzed the development of the Penguin self-media platform in the whole industry,and clarified its development advantages,disadvantages,development opportunities and threats.Chapter 4,Chapter 5 and The six chapters mainly discuss the promotion strategy of Penguin from the media platform.The fourth chapter analyzes the current promotion status of Penguin from the media platform from three aspects: persuader,target user and opinion dissemination.The fifth chapter puts forward the problem that Penguin has the authority of persuaders in the promotion of media platform,lack of big data of fans,single channel of persuasion,lack of persuasion scene,frequent changes of platform names,etc.The sixth chapter mainly enhances the authority of persuasers.Sex,increase fan data,broaden promotion channels,create persuasion scenarios,and clarify the name of the platform.The Penguin is promoted from the media platform.In the future,the Penguin can be developed in a better direction from the media platform.The development of Penguin from the media platform also reflects the development of the entire self-media platform industry.This paper analyzes the promotion of Penguinfrom the media platform from the perspective of persuasion theory,hoping to provide some lessons for other self-media platform promotion strategies and ideas.