Research On The Path Of Content Realization Of WeChat Official Account In Dancesport

The thriving We-media represents the trend of the development of the industry.WeChat official account has become an important way to promote Dancesport.However,under the background of the gradual disappearance of demographic dividend,WeChat official account is facing great challenges.For the operators of We-media,achieving content realisation has a significant impact on maintaining the sustainable development of WeChat official account and other medias.Therefore,this study focused on the path of content realization of WeChat official account in Dancesport.Combining with the related theories of Communication and Marketing,the research methods include the documentary data,interviews,text analysis and mathematical statistics.The purpose of the study is to accurately explain the content realization path of WeChat official account in Dancesport,and then,providing the healthy development reference for the WeChat official account of Dancesport or other sports.The research significance is to fill the vacancies in the research on the perspective of content realisation of WeChat official account and other types of media in Dancesport.The conclusions of study are as follows:1.High quality content is the premise of realizing WeChat official account.The official account should focus on its own location,user needs and hot spot events.2.WeChat dance industry in China has strong liquidity in the official account industry,and has the same identity of the media.There are three ways to realize the content of offline activities,e-commerce,pay online courses.Paying for knowledge online,the official account of sports dance will further pay knowledge fees,which is based on teacher economy.3.The problems of the content realization of WeChat official account of Dancesport are: the number of users of official account is reduced,the choice of content realisation is divorced from concrete reality and the sustainability is poor.The causes of liquidity impact are product and service of content production,user relationship maintenance and cash conversion,the limitations of official account and fierce competition from media.4.Taking the brand positioning strategy model as the theoretical framework of the content realization of Dancesport WeChat official account,Four points should be grasped: First,based on Inside and outside information of official account to make clear the core strength of the WeChat official account;second,Determine the brand positioning of official account and formulate development plan according to its own position,and pay attention to brand orientation in content production and products;third,The WeChat official account fully maintains the user community in the process of brand positioning and communication,and meets the needs of users;fourth,according to the brand positioning detection and evaluation to Judge whether the brand positioning is accurate,and make timely adjustment according to the evaluation results.