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自从新媒体的发展进入移动互联网时代,腾讯公司于2011年推出微信应用之后,其用户数量呈现爆炸性的增长,微信公众平台是商家开展自媒体活动,形成线上线下互动营销模式的重要渠道。文章主要探讨移动互联网时代微信公众平台的类别,分析其传播特性,梳理微信公众账号的阅读现状及存在问题,最后提出该自媒体形式的发展策略及后期展望。
Since the development of new media into the era of mobile Internet, Tencent launched explosive growth in WeChat applications after its launch in 2011. WeChat public platform is an important channel for businesses to launch self-media activities and form an online and offline interactive marketing model. This article mainly discusses the categories of WeChat public platform in the mobile Internet era, analyzes its characteristics of communication, combs the reading status and existing problems of WeChat public accounts, and finally puts forward the self-media development strategy and its future outlook.