作　　者： (王静楠）; (张沐）;

机构地区： 荆楚理工学院,湖北荆门448000

出　　处： 《科技资讯》 2017年第23期9-13,15,共6页

摘　　要： 随着科技的迅速发展,手机作为一种新兴的传播媒介已得到广泛的应用。2011年1月诞生的微信,正顺应了这一潮流。腾讯发布的2016年微信用户数据报告显示,截止去年第一季度末,微信每月活跃用户已达到5.49亿。2012年,腾讯推出了公众号平台,公众号总数已超过800万个,竞争非常激烈,而微信公众号已然成为了一个与微博相同的新型媒体传播模式,为时尚的传播开辟了崭新便捷的道路,本文旨在通过数据统计与分析,对时尚芭莎微信公众账号的发展现状做出归纳总结,提出建议,利用微信发展广告营销业务提高媒体收入,更加突出本土信息推送迎合本地受众需求,利用微信平台加强网络监测及时澄清谣言,加强互联网和线下商家合作推广等方式提高其时尚类微信公众号影响力。以期对媒体微信公众号的发展做有益的探索,对同类公众号提供有益的借鉴。 with the rapid development of science and technology,mobile phone as a new medium has been widely used.Born in January2011WeChat,are complied with the trend.Tencent released2016WeChat user data,according to a report by the end of the first quarter of last year,WeChat monthly active users has reached549million,the public has more than8million total number.WeChat public number has become important in the transformation of the traditional media to mobile communication platform,the current issue of the competition is fierce between WeChat public,traditional media accounts,though a large number,but lack of high quality accounts.The purpose of this paper is to through the data statistics and analysis of bazaar WeChat public account development present situation to sum up,the bazaar WeChat public,operating mainly exists in the information in the form of a single,such problems as weak interaction,timeliness,suggest bazaar by multimedia information instead of a single form of graphic information,launch the audience segment refinement information push service,change the one-way transmission of interactive communication,change regularly push for immediate release,using WeChat income increase media advertising and marketing business development,meet the demand of local audiences,more prominent local information push using WeChat platform to strengthen the network monitoring and timely clarify the rumors,strengthening the cooperation of the Internet and offline merchants promotion methods such as improving its WeChat public influence.

关 键 词： 时尚芭莎 微信公众号 传统媒体 信息传播 编辑策略