数字时代下的微信公众号：新闻传播的新动力
WeChat Public Accounts in the Digital Age: A New Driving Force for News Communication

微信应用的广泛使用促使众多传统媒体转向微信公众平台，利用其作为信息传播和发布的主要途径。当前中国正迎来互联网使用的新高峰，使用微信平台获取信息已成为常态。因此，微信公众平台成为了新闻传播的新渠道。本研究聚焦《人民日报》微信公众号的日常运营，深入分析其运营特征、互动性等关键因素，并探讨了这些因素如何影响公众号的效果。文章基于分析结果提出了多项针对性的改进措施，目的是提高公众号的传播效果和增加用户的互动参与度。
The widespread use of the WeChat application has prompted many traditional media outlets to turn to WeChat Public Platforms as a primary means for information dissemination and publication. Currently, as China reaches a new peak in internet usage, obtaining information via the WeChat platform has become the norm. Consequently, the WeChat Public Platform has emerged as a new channel for news dissemination. This study focuses on the daily operations of the “People’s Daily” WeChat Public Account, thoroughly analyzing its operational characteristics, interactivity, and other key factors, and discussing how these elements affect the account’s performance. Based on the analysis, the article proposes several targeted improvement measures aimed at enhancing the public account’s dissemination effectiveness and increasing user engagement.