手机社交软件新闻的发展路径解析——以微信“腾讯新闻”为例

Development Path of Social Media Apps on Cellphone

微信在发展8年之际赢得了10亿用户群体,其自带的"腾讯新闻"依托推送渠道、推送时间和推送内容的布局优势,成为社交软件新闻的翘楚。面对激烈的市场竞争,"腾讯新闻"顺应时代潮流适时调整传播策略,在转变报道形式、讲好中国故事、提升品牌合力等方面不断革新,获得了巨大的传播效益,然而信息的品质和服务能力依然是其发展中的短板。本文回顾并分析了微信"腾讯新闻"的发展优势与不足,探讨了移动网络时代如何使社交软件新闻的内容价值与平台效应相得益彰这一重要命题。

WeChat has won a billion users after eight years of development.Its build-in"Tencent News"has become a leader in social media apps thanks to its advantages in the channel,time and content of its push.In the face of fierce market competition,"Tencent News"made timely adjustment the communication strategy in line with the trend of the times,and constantly made innovation in improving the form of reporting,telling Chinese stories,and enhancing brand synergy,hence achieving great communication success.However,the quality of information and service ability are still the shortcomings in its development.This article reviews and analyzes the advantages and disadvantages of WeChat’s"Tencent News"development,and discusses ways to make the platform of social media apps and the content value of its news mutually reinforcing in the era of mobile network.