纸媒微信的得失及趋势研究

Study on the Gain, Loss and the Trend of the Print Media's We-Chat

微信自2011年1月推出以来,活跃用户数量猛增。与此同时,纸媒却面临读者快速流失、广告收入大幅下滑的严峻形势。为了适应媒体格局的深刻变化,各家纸媒纷纷设立微信公众账号,并通过提高用户黏性来提升其在移动网络媒体的影响力。文章分析了纸媒微信近两年来取得的进展,并对其存在的不足提出了解决对策,对其未来发展趋势做了论述。

Since We-Chat launched in January 2011, just a few years, the number of users of the new media platforms has been increased to 500 million. At the same time, the print media is facing the grim situation of readers and the rapid loss of advertising revenue. In order to adapt to the profound changes in the pattern of the media, print media has set up We-Chat public account and enhance its influence in the mobile internet media by increasing users' stickiness. This paper analyzes the progress of We-Chat nearly two years, and then proposes some solutions. In addition, the paper discusses the future development trend of We-Chat.