Orientation of graphic operation of new media

Graphic operation positioning is what kind of content and function the new media platform can provide to users. Different from the company's brand and product positioning, it is more about content and service. Taking the official account of WeChat as an example, this paper expounds three important paths of new media graphic operation positioning: audience-centered positioning (consumer object) can be considered from the directions of industry, occupation, fans, community, hobbies and constellations. For example, cross-border e-commerce AliExpress sellers are positioned from the industry, everyone is a product manager from the professional position, and the same uncle is a constellation position. Content-centered positioning (what to consume) can be selected from learning and tools, subculture, service, emotion and values, and regional considerations. For example, autumn leaves PPT, Starbucks China, gourmet table and so on. The author-centered positioning (who makes it) is generally an enterprise organization, or a star network red or something. For example, the official WeChat account of enterprises and institutions, or a genius panda, leave a few hands and so on. We should pay attention to four "needs" in product plane promotion and operation positioning: we need to combine the attributes of products and industries (positioning cannot be imagined out of thin air, but we need to combine the brand and industry attributes of the company to provide industry-related information and services. (For example, those who make maternal and child products can be positioned as: sharing parenting experience, exchanging circles between babies and mothers, and asking questions when babies grow up. Need to combine the preferences of target consumer groups (graphic operation positioning needs to know what users like, what they like and what they want, and locate graphic content according to users' hobbies and circles. The content should be precise, specialized, not general and not miscellaneous. (For example, the preferences of 80, 90 and 00 are different, and the funny content in the post-90 s circle, secondary element, constellation and live broadcast is more popular. If it is a treasure mother, parenting, baby education, food, makeup and other aspects are more popular. 3. It is necessary to consider the existing industry competition environment and pattern (including but not limited to competing product analysis, SWOT analysis and industry analysis), and at least look at the top 30 paths of their categories in turn to see that they are not copying, but imitating and innovating. (For example, companies that make food or catering, because there are so many accounts for making food, how can they stand out from the numerous accounts? We should fully consider the existing competitive environment and pattern, and analyze which foods are less prepared and whether they are easily welcomed by users. 4. You need to consider your own resources (you need to sort out your own resources first, including internal resources and external resources. (Internal resources refer to the team, budget, promotion resources, determination, perseverance, support from business leaders, etc. (External resources refer to platform support, policies, traffic dividends, opportunities, nodes, markets, etc. (Suppose we are a snack food producer, what needs to be considered is whether we have enough resources to ensure that the official WeChat account can continuously generate content output by positioning ourselves as a recommendation expert of "China's most distinctive delicious snacks".