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新媒体技术的发展使传统媒体受到冲击,传统媒体纷纷试水微信。“学习小组”作为传统媒体人民日报海外版旗下的微信公众号,自2014年2月上线以来,内容关注度不断提高,在品牌形象传播等各方面发展迅猛,成效良好。通过对“学习小组”推送数量和具体推送内容等“供给侧”结构改革的分析,发现了其依托网络媒体为受众提供多元化内容的先天优势,同时也发现其内容建设方面的不足之处,旨在为新媒体发展提升以及传统媒体向新媒体融合转型提供一定的借鉴。
The development of new media technology has hit the traditional media, and traditional media have tested the micro-channel. As a WeChat public account under the overseas version of the traditional media, People’s Daily, since its launch in February 2014, the Content Group has been paying increasing attention to content and has witnessed rapid development in various aspects such as brand image dissemination. Through the analysis of “supply side” structure reform such as “learning group” push volume and specific push content, we found its innate advantage of providing diversified content for the audience based on online media, and also found that its content construction The inadequacies aim to provide some reference for the development of new media and the integration and transformation of traditional media with new media.