摘 要近年来,在新媒体的冲击下,《人民日报》建立了微信公众平台等新媒体渠道,并尝试采用“接地气”的微信营销模式,以取得更大的影响力和传播效果。在对《人民日报》微信公众号的概况、内容和影响力进行分析的基础上,从创作小组的制度创新、风趣灵活的语言风格、多种形式的受众互动、多元融合的传播渠道等方面着手,分析了其“接地气”的特点。并从依托传统媒体资源、成熟把握宣传尺度、突出内容原创特色、鼓励创新视角等方向解读分析其取得的影响力和传播效果。但由于在营销过程中仍存在内容和品控等多方面问题,影响了其用户长远的关注度。因此,基于营销理论和发展中的有利和阻碍因素,针对性的提出内容+渠道、立体传播、优化新闻生产管理和互联网思维等发展对策,从而进一步促进《人民日报》微信公众号及其他党报媒体微信的发展。关键词:微信;“接地气”;营销模式;《人民日报》微信平台IIABSTRACTIn recent years, under the impact of new media, People’s Daily has established new media channels such as the WeChat public platform, and has tried to adopt the "grounding" marketing mode of Wechat to achieve greater influence and communication effects. This article takes the marketing model of WeChat public number of People's Daily as the research object. Based on the analysis of its profile, content and influence, it is based on the institutional innovation of the creation team, the flexible and flexible language style, and the interaction of various forms of audience. The multi-integrated communication mode channel analyzes its marketing model of "grounding" , and analyzes its influence and dissemination from the perspectives of relying on traditional media resources, mature grasping propaganda scales, highlighting original content features, and encouraging innovation perspectives. The effect, but in the marketing process, there are also many problems such as content and quality control, which affects the long-term attention of its users. Therefore, based on the ...