移动互联时代下的自媒体行业研究——以研究院型微信公众号为例

本文从介绍中国移动互联网的发展态势着手，分析了微信公众号作为自媒体行业领头羊的宏观因素和微观竞争因素。通过比较分析腾讯研究院、阿里研究院等专业的研究院类微信公众号的异同，探究其优势和劣势。并专门针对法律类公众号进行了个案分析。结合网民碎片化浏览的特点和行业发展趋势，为互联网研究院公众平台的建设和发展提供有益的建议。研究指出，微信公众号行业已经趋渐成熟，各BAT类公司都纷纷建立以行业分析、数据提供为主要内容的微信公众号，依托自身的产品、技术、数据优势，试图推动自身产业与互联网行业的进一步发展。

Research on Self Media Industry in Mobile Internet Age-Taking WeChat Public Account of Research Institute as an Example

This article starts with the introduction of the development trend of China''s mobile Internet and analyzes the macro and micro competition factors of WeChat as the leader in the media industry. Through comparative analysis of Tencent Research Institute, Ali Research Institute and other professional research WeChat public Account similarities and differences, explore its advantages and disadvantages. And specifically for legal public case number. Combined with the characteristics of fragmented browsing by netizens and the development trend of the industry, it provides useful suggestions for the construction and development of the public platform of Internet Institute. The research shows that WeChat public account industry has matured. All major BAT companies have set up WeChat public account with industry analysis and data supply as the main contents, and rely on their products, technologies and data advantages to try to promote their own industries and the Internet industry Further development.