传播学视域下微信公众号的发展策略研究——以《读者》杂志官方微信公众号为例

The Research on the Developmental Strategies of WeChat Official Account from Communication Science——Take Readers Magazine's WeChat Official Account as an Example

微信作为目前最大的群体社交应用,在日常社交生活中扮演着重要角色。《读者》杂志作为我国文摘类杂志的翘楚,面对新媒体的不断冲击,于2012年11月16日开通微信公众平台,成为宣传《读者》杂志的重要阵地。以传播学的视角,通过探讨微信公众号的发展特点,进一步研究《读者》杂志官方微信公众号的发展现状,并对其提出可行性的发展策略建议。

As the largest group of social applications, WeChat plays an important role in the daily social life. Readers magazine, as a leader of the Chinese abstract class magazine, in the face of the constant impact of new media, opened micro-public platform on November 16, 2012, as a significant position to propaganda Readers magazine. Based on the perspective of communication science and by discussing the development characteristics of WeChat official account, this paper does a further research on the development status of the WeChat official account of Readers magazine, and puts forward the feasible developmental strategy suggestions.