With the increase of college graduates year by year and the increasingly severe employment situation, more and more college students can't find jobs that suit them. Under such social conditions, the state and the government are increasingly encouraging college students to start their own businesses, with great support from policy to practice, and more and more graduates are turning their attention to starting their own businesses. Operating self-media entrepreneurship is the focus of young people in this era, and many college students rely on the Internet to realize their entrepreneurial ideals. Based on the entrepreneurial practice of WeChat official account, this paper analyzes the current situation of college students' self-media innovation and entrepreneurship, and puts forward effective suggestions.
It is reported that in 20 19, the number of college graduates nationwide reached 8.34 million, an increase of140,000 compared with 20 18, which is the largest number of graduates in recent 10 years. The employment situation of college students is very severe. In addition, college students nowadays have distinct personalities and have more ideas about their future choices. Traditional innovative and entrepreneurial methods can hardly meet the needs of current college students. In addition, the Fifth Plenary Session of the 18th CPC Central Committee clearly put forward the "internet plus" plan to vigorously promote the application and development of the Internet in social life. The characteristics of WeChat public platform are unique audience, strong pertinence and strong timeliness, so college students can establish a WeChat public platform as the starting point of entrepreneurship. I'm Qian QQ/ WeChat: 324 1507.
0 1, the business operation mode of WeChat official account
Wechat WeChat official account has become an indispensable part of people's lives. Whenever and wherever, almost everyone will pick up their mobile phones to watch WeChat and news. There must be great commercial value behind the huge user base of the media. Since the establishment of WeChat public platform, countless people have witnessed and gained a lot of wealth from its commercial value. At present, the commercialization of media operators is mainly divided into the following five paths.
1. 1 traffic realization
Open traffic is the main mode of profit of official WeChat account at present. Wechat public platform provides services to open the service of traffic master for public accounts with more than 500 fans. Platform operators can obtain economic benefits by applying for traffic owners and selling advertising space to advertisers, and the platform will provide operators with a higher profit level according to the click-through rate of advertisements. Public platforms can get considerable returns by guiding readers to click on advertising information. At present, many WeChat platforms that share video resources, such as "Video Pedestrian Street", are using this method to realize the transformation of economic benefits.
1.2 Soft Text Promotion
Accumulated a certain number of fans on the WeChat public platform. After reaching a certain scale, you can take the initiative to contact the enterprise or wait for the enterprise to take the initiative to promote WeChat soft text. Compared with the advertisers who are mainly promoted by WeChat traffic, the advertisers they actively contact will provide higher income. This is another major form of commercial realization from the media platform. On a large platform with huge traffic, the cost of a single advertisement has reached tens of thousands. At present, platforms of a certain scale are maintained more or less in this way.
1.3 Reward again
In order to respect the brainpower of the behind-the-scenes operators, WeChat platform also has reward and fund-raising projects, so that fans can express their recognition of the pushed content in this way, and the platform can also get some benefits from the benign interaction with fans. There are still a few WeChat platforms that can successfully apply this business model, and WeChat owners and new knowledge education platforms with strong personality charm are more likely to earn income from this business model.
1.4 e-commerce marketing
Through the WeChat public platform, we will drain our own e-commerce stores and products to promote the success of the transaction. Wechat public platform makes up for the disadvantages of traditional e-commerce platform, endows products with brand-new connotation soul, and shifts from material enjoyment to spiritual consumption. Most of the platforms that adopt this business model are micro-course platforms, which provide course services and charge fees. I'm Qian QQ/ WeChat: 324 1507.
1.5 Derived peripheral products and services
Wechat public platform can play the role of dual interaction between online and offline. Operators can earn income by providing paid forums, salons, vocational training, offline parties and other activities, and can also develop peripheral products, such as simple derivatives such as schoolbags, cups and notebooks, and obtain economic benefits through fans' purchase.
In addition to the five commercialization methods mentioned above, there are some special commercialization models in the media market, which are the most important and profitable at present. The premise of commercialization is that the influence of the platform reaches a corresponding scale. For WeChat operators, improving the quality of tweets and increasing user stickiness is the top priority of development.