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微信公众平台是即时通讯软件微信推出的信息服务平台,能够实现线上线下垂直交流的功能。“央视新闻”公众号在微信公众平台的新媒体实践具有代表性。本文基于“央视新闻”微信公众账号的建设,从内容选取、推送方式、用户接收反馈三方面对微信公众平台的新闻媒体内容推送策略进行探讨,进一步挖掘传统媒体在新媒体平台的产品拓展。
WeChat public platform is an information service platform launched by instant messaging software WeChat to enable the function of vertical communication online and offline. “CCTV News ” public number in the WeChat public platform new media practice is representative. Based on the construction of “CCTV News” and “WeChat public account”, this article discusses the push strategy of news media content of WeChat public platform from three aspects: content selection, push mode and user feedback, and further explores the traditional media’s product development in the new media platform .