摘要：截止到2015年10月，微信2015年9月平均登陆用户有5.7亿，一线城市微信渗透率达93%，微信公众平台数量近1000万，每天用户花在订阅号的时间达40分钟。微信公众平台在传播新闻资讯、品牌推广、移动支付等方面发挥着越来越大的作用。传统报纸正面临着移动互联网和媒介融合的社会趋势，微信公众平台与手机APP、网站等媒体平台相比，具有开发成本低、操作简单、接口丰富的特点，在品牌推广、增强影响力等方面发挥着积极的作用。通过研究该选题，提出传统报纸在发展微信公众平台中的存在的优势和不足，针对性地提出相关策略，使传统报纸在运营微信公众平台时能够得到更好的发展。43028

毕业论文关键词：微信公众平台；传统报纸；微信公众平台的运营策略

The present situation and strategy research of the traditional newspapers on developing WeChat public platform.——xuchang daily, as an example

Abstract: by the end of October 2015, the total number of logged WeChat users in September has reached 570 million, and the market penetration rate of WeChat in the first-tier cities has been 93%. Now WeChat has almost 10 million subscriptions and almost all the users spend 40 minutes on browsing information through these subscriptions everyday. WeChat public platform plays an increasingly important role in the spread of news and information, brand promotion, mobile payment, etc. Traditional newspaper is facing the social trend of integration of mobile Internet and medium. Compared with mobile phone Apps, websites and other media platforms, WeChat public platform has developed the characteristics of low cost, simple operation, rich interface, and plays a positive role in the brand promotion as well as enhancing influence. By studying the topic, the writer try to point out the advantages and disadvantages of traditional newspapers on developing WeChat public platforms , and puts forward the relevant strategy for newspapers’ fast and steady improvement. 

Key Words: WeChat public platform; Traditional newspapers; Operation strategy of WeChat subscription 

 目  录

摘  要 1

Abstract 1

一、传统报纸发展微信公众平台的概述 2

（一）微信公众平台的简介 2

（二）传统报纸发展微信公众平台的现状 2

（三）传统报纸发展微信公众平台的趋势 3

二、 传统报纸发展微信公众平台的优势 3

（一）传统报纸公信力强 3

（二）传统报纸具有强大的采编队伍和较强的内容生产能力 4

（三）传统报纸有政府政策支持 5

三、 传统报纸发展微信公众平台遇到的问题 6

（一）缺少独立专业的微信运营团队 6

（二）决策层未给予重视 6

（三）缺乏高质量的原创视频生产能力 7

四、传统报纸发展微信公众平台的策略 7

（一）增加平台的订阅用户 7

（二）了解订阅用户并做好用户维护 8

（三）组建专业的微信公众平台运营团队 8

（四）生产高质量的内容