汉英对照:
Chinese-English Translation:
微信公众平台，简称公众号。利用公众账号平台进行自媒体活动，简单来说就是进行一对多的媒体性行为活动，如商家通过申请公众微信服务号通过二次开发展示商家微官网、微会员、微推送、微支付、微活动、微报名、微分享、微名片等。
WeChat public platform, official account. Using the public account platform to carry out self media activities is simply to carry out one to many media sexual activities, such as businesses applying for the public wechat service number to display businesses’ micro official website, micro members, micro push, micro payment, micro activities, micro registration, micro sharing, micro business card, etc. through secondary development.
微信公众平台，简称公众号。曾命名为“官号平台”、“媒体平台”、微信公众号，最终定位为“公众平台”，无疑让我们看到一个微信对后续更大的期望。
WeChat public platform, official account. Once named “official account platform”, “media platform”, WeChat public number, and finally positioned as “public platform”, we undoubtedly saw a WeChat’s greater expectations for the follow-up.
利用公众账号平台进行自媒体活动，简单来说就是进行一对多的媒体性行为活动，如商家通过申请公众微信服务号通过二次开发展示商家微官网、微会员、微推送、微支付、微活动、微报名、微分享、微名片等，已经形成了一种主流的线上线下微信互动营销方式。
Using the public account platform for self-Media activities is simply to conduct one to many media sexual activities, such as businesses applying for the public wechat service number to display the businesses’ micro official website, micro members, micro push, micro payment, micro activities, micro registration, micro sharing, micro business card, etc. through secondary development, which has formed a mainstream online and offline wechat interactive marketing mode.
2018 年 1 月 5 日，微信公众平台公告：规范“非固定收益类投资产品”类信息发布。即日起微信公众平台将配合微信安全中心的打击行动，针对相关诈骗、骚扰等违法违规的信息和公众号进行处理。“非固定收益类投资产品”指包括但不限于股票、期权、期货、外汇、大宗商品、电子货币等本金或收益存在不确定性的投资产品。
On January 5, 2018, wechat public platform announced to standardize the information release of “non fixed income investment products”. From now on, the WeChat public platform will cooperate with WeChat security center’s crackdown action, and deal with illegal information and official account related to fraud, harassment, etc. “Non fixed income investment products” include but not limited to investment products with uncertain principal or earnings, such as stocks, options, futures, foreign exchange, bulk commodities, electronic currency, etc.
2018 年 7 月 19 日，微信公众平台“转载可赞赏作者”暂时下线。
On July 19, 2018, wechat public platform “reprint the author to be appreciated” was temporarily offline.
2019 年 8 月 26 日，微信公众平台已经汇聚超 2000 万公众账号，不少作者通过原创文章和原创视频形成了自己的品牌，成为了微信里的创业者。
On August 26, 2019, wechat public platform has gathered more than 20 million public accounts, many authors have formed their own brands through original articles and original videos, and become entrepreneurs in wechat.
发展历程
development history
微信公众平台 2013 年 6 月新增自定义 LBS 数据，2013 年 10 月 19 日微信 LBS 图文回复是由商家设置店铺位置，用户提交当前所在位置后，可以找到最近的商家店铺。
The wechat public platform added customized lbs data in June 2013. On October 19, 2013, the wechat lbs graphic response is to set the store location by the merchant. After the user submits the current location, the nearest merchant store can be found.
微信公众平台主要面向名人、政府、媒体、企业等机构推出的合作推广业务。在这里可以通过渠道将品牌推广给线上平台作用。微信公众平台于 2012 年 08 月 23 日正式上线，曾命名为“官号平台”和“媒体平台”，创造更好的用户体验，形成一个不一样的生态循环。
Wechat public platform is mainly for the cooperative promotion business launched by celebrities, government, media, enterprises and other institutions. Here, the brand can be promoted to online platform through channels. Wechat public platform was officially launched on August 23, 2012. It was named “official platform” and “media platform” to create better user experience and form a different ecological cycle.
用户在你的 App 中看到的某个精彩内容（比如一篇文章、一首歌曲），TA 想转发给好友，点击“分享给微信好友”通过微信，好友收到信息，轻轻一点，可以查看详情还可以使用你的 App 来查看内容(没有安装你的 App 的用户将会被提示去下载安装)。
For a wonderful content (such as an article or a song) that users see in your app, Ta wants to forward it to friends, click “share to wechat friends” and through wechat, friends receive the information. With a little bit, you can view the details and use your app to view the content (users who have not installed your app will be prompted to download and install).
把用户看到的精彩内容分享到微信朋友圈。
Share the wonderful content users see to wechat friends circle.
用户在你的 App 中看到的某个精彩内容（比如文章、歌曲、视频等），TA 想分享给微信朋友圈的好友们，点击“分享到微信朋友圈”，完成授权后，内容就可以发送到微信的服务器，好友在朋友圈中就能马上看到这个内容了。
When users see a wonderful content (such as articles, songs, videos, etc.) in your app, Ta wants to share it with friends in wechat’s friend circle, click “share to wechat’s friend circle”, after authorization, the content can be sent to wechat’s server, and friends can see the content immediately in the friend circle.
微信在 2013 年 8 月 5 日从 4.5 版本升级到了 5.0 版，同时微信公众平台也做了大幅调整，微信公众账号被分成订阅号和服务号，运营主体是组织（比如企业、媒体、公益组织）的，可以申请服务号，运营主体是组织和个人的可以申请订阅号，但是个人不能申请服务号。
Wechat upgraded from version 4.5 to 5.0 on August 5, 2013 At the same time, the wechat public platform has been greatly adjusted. The wechat public account is divided into subscription number and service number. The operation subject is an organization (such as enterprise, media, public welfare organization), which can apply for a service number. The operation subject is an organization and an individual who can apply for a subscription number, but an individual cannot apply for a service number.
2017 年 4 月 19 日 17：00 起，iOS 版微信公众平台赞赏功能将被关闭，安卓等其他版本微信赞赏功能不受影响。
From 17:00 on April 19, 2017, the wechat public platform appreciation function of IOS will be closed, and other wechat appreciation functions of Android and other versions will not be affected.
2018 年 2 月 8 日，微信公众平台新增修改文章错别字功能。微信公众平台发布消息表示，为了给运营者、读者提供更友好的编辑、阅读体验，公众平台新增修改文章错别字功能，支持运营者对已群发文章进行小范围修改。每篇文章允许被修改一次，修改范围仅限正文内五个字。
On February 8, 2018, wechat public platform added the function of modifying article typography. According to the wechat public platform, in order to provide operators and readers with more friendly editing and reading experience, the public platform added the function of modifying article typography, and supported operators to make small-scale modifications to the mass published articles. Each article is allowed to be modified once, and the scope of modification is limited to five words in the text.
2018 年 6 月 20 日，订阅号正式改版上线。
On June 20, 2018, the subscription number was officially revised and launched.
2018 年 6 月 27 日，微信公众平台正式上线开放转载功能，文章可以直接被转载，此外转载文章也可以赞赏作者。
On June 27, 2018, wechat public platform officially launched its reprint function. Articles can be reprinted directly. In addition, reprinted articles can also appreciate the authors.
2018 年 7 月 19 日，微信公众平台“转载可赞赏作者”暂时下线。微信公众平台表示，维护期间，不再支持将文章设置为开放转载；转载时，不再支持填写推荐语和赞赏文章作者，其它功能不受影响。用户仍可通过白名单转载和分享功能进行转载授权，已经发出的文章不会受到影响。
On July 19, 2018, wechat public platform “reprint the author to be appreciated” was temporarily offline. Wechat public platform said that during the maintenance period, it is no longer supported to set the article as open reprint; during reprint, it is no longer supported to fill in the recommendation and appreciate the author of the article, and other functions are not affected. Users can still use the white list reprint and sharing function to authorize reprint, and the articles that have been sent will not be affected.
2018 年 11 月 16 日，微信公众平台发布公告称，即日起，公众号注册将做调整：个人主体注册公众号数量上限由 2 个调整为 1 个；企业类主体注册公众号数量上限由 5 个调整为 2 个。
Official account of WeChat official announced in November 16, 2018 that the registration of public numbers will be adjusted from now on: the number of registered official account of individual subject will be adjusted from 2 to 1, and the number of registered official account of enterprise class will be adjusted from 5 to 2.
不同帐号区别
Different accounts
服务号功能
Service number function
公众平台服务号，是公众平台的一种帐号类型，旨在为用户提供服务。
Public platform service number is an account type of public platform, which aims to provide services for users.
1、1 个月（自然月）内仅可以发送 4 条群发消息。
1. Only 4 mass messages can be sent within 1 month (NATURAL month).
2、发给订阅用户（粉丝）的消息，会显示在对方的聊天列表中，相对应微信的首页。
2. Messages sent to subscribers (fans) will be displayed in the chat list of the other party, corresponding to the homepage of wechat.
3、服务号会在订阅用户（粉丝）的通讯录中。通讯录中有一个公众号的文件夹，点开可以查看所有服务号。
3. The service number will be in the address book of the subscriber (fan). There is a folder in the official account mail list, which opens to check all service numbers.
4、服务号可申请自定义菜单。
4. Service number can apply for custom menu.
平台使用
Platform use
功能定位
Function orientation
微信主要价值：在于让企业的服务意识提升，在微信公众平台上，企业可以更好的提供服务，运营方案上面有很多方式，可以是第三方开发者模式；也可以是简单的编辑模式；不管哪种模式，微信公众平台这里建议大家以内容取胜，不要随意去刷粉丝，很容易封号；
The main value of wechat is to improve the service awareness of enterprises. On the wechat public platform, enterprises can provide better services. There are many ways to operate the scheme, such as the third-party developer mode, or the simple editing mode. No matter which mode, wechat public platform here suggests that you win by content, don’t brush fans at will, it’s easy to seal ;
群发推送：公众号主动向用户推送重要通知或趣味内容；
Mass push: official account actively pushes important notice or interesting content to users.
自动回复：用户根据指定关键字，主动向公号获取常规消息；
Auto reply: the user actively obtains general messages from the company number according to the specified keywords;
1 对 1 交流：公号针对用户的特殊疑问，为用户提供 1 对 1 的对话解答服务。
1-to-1 communication: the company provides the user with 1-to-1 dialogue and answer service according to the user’s special questions.
人性设置
Human nature setting
群发助手
Group hair assistant
由于公共帐号不能在手持设备上登录，因此，个人公众号可以绑定一个私人微信帐号，并可以在私人帐号上通过公众号助手，向所有公众号的粉丝群发消息。每次发送消息的时候都会被询问“是否确认发送”，消息提交过程比一般微信号的发送过程稍慢。
Official account official account can not be registered on handheld devices. Therefore, the personal public number can be bound to a private WeChat account and can be sent to all public numbers fans through official account assistants on personal accounts. Every time a message is sent, it will be asked “confirm to send”. The message submission process is slightly slower than the general micro signal transmission process.
自动回复
Auto reply
由于是一对多的点对点方式，微信公众平台后台设置了自动回复选项，用户可以通过添加关键词(可以添加多个关键词)以便自动处理一些常用的查询和疑问。
As it is a one-to-many point-to-point method, wechat public platform has set the automatic reply option in the background. Users can automatically process some common queries and queries by adding keywords (multiple keywords can be added).
你可以试试和我们的官方帐号互动，看看它是怎么自动回复的。不过，自动回复其实对于非明星类的小媒体或者品牌来说，不是一个特别好的选择，我们都喜欢真正交流的乐趣和温暖。
You can try to interact with our official account to see how it automatically replies. However, automatic reply is not a particularly good choice for non star small media or brands. We all like the fun and warmth of real communication.
平台认证
Platform certification
微信公众号主要面向名人、政府、媒体、企业等机构推出的合作推广业务。在这里可以通过微信渠道将品牌推广给上亿的微信用户，减少宣传成本，提高品牌知名度，打造更具影响力的品牌形象。微信公众号的口号是“再小的个体，也有自己品牌”，足以见得其的作用。
The official account of WeChat is mainly aimed at the cooperation and promotion business launched by celebrities, governments, media and enterprises. Here, we can promote the brand to hundreds of millions of wechat users through wechat channels, reduce the cost of publicity, improve brand awareness, and create a more influential brand image. The slogan of WeChat official account is “small individual, and own brand”.
公众号认证
Official account authentication
微信认证，也称微信公众号认证。可以通过微博、网站等途径，推广自己的微信公众号的二维码，获取更多订阅用户，扩大影响力。在 2013 年 10 月 29 日微信对公众平台进行了升级，升级后的服务号可申请微信认证，提交资料审核通过后，即可获得认证标识、并同时开通高级接口权限。订阅号仍然可以申请微博认证。
WeChat certification, also known as WeChat official account. Through micro-blog, website and other ways, we can promote the WeChat’s official account’s two-dimensional code, and get more subscribers and expand influence. On October 29, 2013, wechat upgraded the public platform. The upgraded service number can apply for wechat authentication. After the submission is approved, the authentication mark can be obtained and the advanced interface authority can be opened at the same time. Subscription number can still apply for Weibo authentication.
最新的公众号认证是 300 元/每次，注意这个认证是每次收费 300 元，如果这次申请没有通过 300 元是不退的，还得继续花钱认证（所以提醒需要认证的组织一定要将所需要的资料和各方面信息提交正确）。如果通过有效期是一年，第二年年审继续收费。
The latest official account number is 300 yuan / time. The certification fee is 300 yuan per time. If the application is not passed by 300 yuan, it will not be refunded. It must continue to spend money on certification. If the period of validity is one year, the second annual review will continue to charge.
微信团队于 2014 年 1 月 24 日做出了微信公众平台认证更新通知，具体内容是：微信公众平台已开放订阅号的企业类型认证，流程与服务号完全一致。所有认证成功的帐号（包括微信认证和已获得关联微博认证的帐号）都可以自动获得自定义菜单。企业组织类型的微博认证入口已关闭，同时由于微信认证不支持个人认证。
Wechat team issued the wechat public platform certification update notice on January 24, 2014. The specific content is: wechat public platform has opened the enterprise type certification of subscription number, and the process is completely consistent with the service number. All accounts with successful authentication (including wechat authentication and accounts with associated Weibo authentication) can automatically get a custom menu. The micro blog authentication portal of enterprise organization type has been closed, and the personal authentication is not supported due to the wechat authentication.
通过认证的微信公众平台在现有基础上增加了 9 种新的开发接口，通过这些接口企业和媒体、机构的公众平台可以开发出更多的微信应用，打造更强大的微信公众平台。
Nine new development interfaces have been added to the authenticated wechat public platform. Through these interfaces, enterprises, media and institutions can develop more wechat applications and build a stronger wechat public platform.
手机纪检平台
Mobile phone discipline inspection platform
2013 年 11 月 21 日，“廉洁广州”微信公众平台进入试运行阶段，这标志着民众监督权力运行又多了一条便捷新途径。据悉，这是中国首个“手机纪检”平台。
On November 21, 2013, the “clean Guangzhou” wechat public platform entered the trial operation stage, which marks another convenient and new way for the operation of public supervision power. It is reported that this is the first “mobile phone discipline inspection” platform in China.
“廉洁广州”微信公众平台一期主要包括两项功能：农村党务村务财务“三公开”信息查询服务模块以及建设行政执法结果查询模块。如，通过该微信公众平台，村民可以了解所在村(居)财务收支明细、村民分红明细表、低保家庭公布表、农村合作医疗情况公示等；行政相对人可实时查询执法案件处理结果并反馈评价意见。
The first phase of the “clean Guangzhou” wechat public platform mainly includes two functions: the “three publicity” information query service module of rural party affairs and village affairs finance and the construction of the query module of administrative law enforcement results. For example, through the wechat public platform, villagers can know the details of financial income and expenditure of their village (residence), the details of villagers’ dividend, the announcement form of minimum living insurance family, the publicity of rural cooperative medical service, etc.; the administrative counterpart can query the handling results of law enforcement cases in real time and feedback the evaluation opinions.
运营要点
Key points of operation
切忌用微博的方法运营企业微信。
Never use microblog to operate wechat.
尽量增加企业微信的粉丝。
Try to increase the fans of wechat.
回归企业微信的本质，互动。
Return to the essence of wechat and interact.
内容推送并不能算做是互动。
Content push is not interactive.
与自身业务最大化结合。
Maximize integration with own business.
加友方法
Friendship adding method
被动添加
Passive add
微信公众平台无法主动去添加好友，只能被他人添加为好友，通过认证的用户可以在微信公众平台被搜索。在微信中点击朋友们→添加朋友→扫描二维码→把需要关注用户的二维码图案置于取景框内→添加关注的人。添加关注成为粉丝后，关注的用户即可通过微信公众平台发送消息与您互动。
Wechat public platform can’t actively add friends, but can only be added as friends by others. Authenticated users can be searched on wechat public platform. Click friends in wechat → add friends → scan QR code → put the QR code pattern that needs to be followed in the viewfinder box → add the following people. After adding followers, the followers can send messages to interact with you through wechat public platform.
个人也可以通过搜索微信号的方法，来添加关注公众平台。但是公众账号平台不能搜索和添加任何人。
Individuals can also add public platforms by searching for wechat signals. But the public account platform can’t search and add anyone.
服务协议
Service agreement
首部及导言
First part and introduction
欢迎你使用微信公众平台！
Welcome to use wechat public platform!
为使用微信公众平台服务，你应当阅读并遵守《微信公众平台服务协议》（以下简称“本协议”）、《腾讯服务协议》、《QQ 号码规则》、《腾讯微信软件许可及服务协议》以及专项规则等。请你务必审慎阅读、充分理解各条款内容，特别是免除或限制责任的相应条款，以及开通或使用某项服务的单独协议，并选择接受或不接受。
In order to use wechat public platform services, you should read and abide by wechat public platform service agreement (hereinafter referred to as “the agreement”), Tencent service agreement, QQ number rules, Tencent wechat software license and service agreement and special rules. Please carefully read and fully understand the terms, especially the corresponding terms of exemption or limitation of liability, as well as the separate agreement for opening or using a service, and choose to accept or not to accept.
除非你已阅读并接受本协议所有条款，否则你无权使用微
Unless you have read and accepted all terms of this agreement, you have no right to use wechat
