自媒体微信公众号的运营策略——以“罗辑思维”为例

Operation Strategy of Self-media in WeChat Official Accounts:a case study of“Logical Thinking”

微信作为一个媒介平台,催生出一系列传统媒介无法跨越的营销新模式,自媒体微信公众号的运营策略成为一个可探讨的话题。选取"罗辑思维"为研究案例,通过文献研究、内容分析、案例分析等方法,从主体、内容、对象、渠道、商业模式五个方面分析了自媒体微信公众号的运营策略。

As a platform, Wechat urges a series of new marketing mode that traditional media can not reach. WeChat Official Account has been a widely discussed topic in society. By Selecting ＂Logical Thinking＂ as the case, using the way of ＂literature content＂ and ＂ case ＂ study, the operation strategy of WeChat Official Account is analyzed through ＂subject content ob- ject channel＂ and ＂business model＂