中文摘要：

微信公众平台成为自媒体运营者的重要内容分发平台。借助生命周期理论,针对微信自媒体头部账号（清博大数据榜单中微信传播力排名前1 000的自媒体账号）连续75周的阅读量、点赞数、发布频率和发文次数等数据进行时间序列分析,发现头部账号的阅读量增长放缓,头条文章阅读量比重近半,发布频率趋于稳定,平均每周5次,17篇。结合销售增长率分析法和曲线判断法,得出了头部账号处在成熟期的结论,并结合营销理论,给出了运营的个性化、差异化、互动性、服务性、社群化等建议。

英文摘要：

WeChat public accounts become the most important content distribution platform. After time series analysis towards 75 weeks＇ data of the number of reading, like points, publishing frequency and amount of WeChat head accounts （accounts which ranking 1000 of WeChat Communication Index proposed by Qing Be Big Data. Ltd）, life cycle analysis is proposed to WeChat public accounts through life cycle theory, founding that growth of reading number of the head accounts has slowed down, nearly half of the proportion of total reading amount is taken by the headline article, while published frequency tends to be stable, average 5 times a week, 17 articles. Combined with sales growth analysis and curve judgment method, it comes to the conclusions that head accounts enter maturity period. Through the marketing theory, suggestions are given for the operations of WeChat, such as personality, differentiation, interaction, service, and soccalization.