| [Objective]Analysis of traditional Chinese medicine enterprise official WeChat public construction and operation status,compare WeChat public operation effect,Chinese medicine enterprises in official WeChat public Chinese medicine enterprises is discussed in this paper,expose the problems and deficiency in the process of operation,and for traditional Chinese medicine enterprise official WeChat public operation put forward reasonable Suggestions,for other health class WeChat public provided a reference for operation and maintenance.[Methods](1)Literature research:the literature retrieval system was used to search the domestic and foreign research results of WeChat,WeChat official accounts,Chinese medicine enterprises and new media,etc.Through analysis and sorting,the research status,research hotspots and development trends of relevant parts in the academic circle were learned,so as to provide reference and guidance for this study.(2)data analysis:in this paper,we focus on 82 of 64 Chinese medicine enterprises WeChat nearly two years of the public all tweets data are analyzed,from the public,the number of published articles WeChat,push the specific time and position of graphic design layout,the article push list form,the content of the article,and the operating effect and so on various aspects to think,to deeply analyze the articles for the article under the different classification count and looking at the open.(3)Text analysis:by browsing the contents of tweets,the text and text forms and specific content of articles are classified and sorted,so as to deeply analyze the influence of different text and text forms and different communication contents on the number of articles opened and viewed,and enrich the content operation analysis module in the research.(4)Comparative research method:the estimated number of active fans and the WCI value provided by Qingbo big data platform were used as the evaluation indexes for the operation effect of traditional Chinese medicine enterprises(WeChat),to understand the differences in the operation of Chinese traditional Chinese medicine enterprises’ WeChat public accounts,and to accurately give suggestions for operation improvement.(5)Case analysis:According to the WCI value,the enterprise ranked No.1 in WeChat operation and communication effect was taken as the case study to analyze its WeChat operation strategy and summarize its successful experience and shortcomings,so as to provide reference for the subsequent WeChat operation of various TCM enterprises.[Results](1)Traditional Chinese medicine enterprises in China have not paid enough attention to WeChat public accounts,and their operation and maintenance capabilities are uneven.In the raw data,43.84%of the accounts stopped updating or pushed poorly.There was a big gap between the estimated number of active fans and the WCI value between the high-quality and poor accounts.(2)In the year of 2020,67.08%of WeChat public account tweets still keep the same push frequency as that in 2019,19.52%of WeChat public account tweets show a significant decrease compared with that in 2019,and only 13.42%of WeChat public account tweets show a significant increase in 2020.(3)WeChat public Chinese medicine enterprises,the menu bar set up three main contents of the module is introduced for the enterprise,product introduction and health science,only 34%of WeChat public has interactive column,Chinese medicine enterprises in WeChat,though,for the public sector,rigid interaction mechanism,make full use of the menu bar function without active window for the user to create more communication,It is difficult to realize the two-way and timely communication between Chinese medicine enterprises and target users.(4)Chinese traditional medicine enterprise WeChat public articles delivery time generally are not fixed,push peak period for daily and 16:00一 19:00,but push effect is poorer,post stack clear a number to the public reading quantity is little,the vast majority of Chinese traditional medicine enterprise WeChat public,operators,remains in status along with it,and did not give users to cultivate good habits of receiving.(5)The combination of picture and text is the mainstream form of tweets,accounting for 82.93%of the total number of tweets.However,the multimedia form continues to rise,and the pushing effect is excellent,which is widely recognized by users.The WeChat official account of Chinese medicine enterprise needs to innovate in the form of tweets.(6)Enterprise introduction and the latest news,medical knowledge and health science popularization and enterprise product promotion are the three key contents pushed by the WeChat official account of TCM enterprises,accounting for 70.26%of the overall content.In the era of "content is king",on the whole,the quality of tweets on WeChat public accounts of TCM enterprises is poor.Therefore,the knowledge level of target users should be taken into account,and the internal application of WeChat public platform should be fully realized to help the internal team building of TCM enterprises.[Conclusion](1)Traditional Chinese medicine enterprises should fully realize the importance of WeChat public platform,rationally and efficiently use this platform,explore the profit model of "WeChat official account+",and help the development of their enterprises.(2)Under the new operation mechanism of "reading optimization" of WeChat,the operators of traditional Chinese medicine enterprise WeChat can fix the push time of WeChat tweets to cultivate users’ reading habits.(3)At the same time,we should pay attention to the feedback of users,understand the thoughts of users,and try our best to create multiple communication platforms to effectively interact with users.(4)For the innovation of WeChat official account tweet form,TCM enterprises should set up a professional WeChat official account operation team,appropriately combine video,audio and other forms;(5)Finally,on the basis of ensuring the science,correctness and rigor of the content,the professional knowledge is disseminate in simple terms with easy-to-understand words,and the content proportion is appropriately adjusted according to the positioning of the official accounts of traditional Chinese medicine enterprises,so as to spare no effort to improve the content quality of tweets. |
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