出版文化类微信公众平台是从内容角度提出的出版业内微信公众平台中的一类，它在内容上主要以出版人、出版物、出版活动和出版现象为主，目的上致力于推广大众对出版业的认知，削弱出版文化的传播壁垒。出版文化类微信公众平台的出现对完善出版生态具有重要意义，但是其目前在影响力上仍存在影响力薄弱、影响规模较小等问题。“做書”作为目前影响力较大的出版文化类自媒体品牌，在其系统质量、信息质量和服务质量等多方面值得更深入的探究。 本研究主要采用内容分析、描述性统计分析以及文献法等研究方法，在研究内容上一是运用内容分析方法，对“做書”2018年推送的所有头条文章从文章主题、原创度以及标题三个方面进行分析，研究发现，“做書”在内容主题分布上，重点突出出版文化，多元结合社会议题，在内容认可度上，行业百态类选题认可度较高且最为稳定；在原创度上，原创性文章整体阅读量更高，内容生产力较强；在标题上，标题的长度和阅读量呈弱负相关关系，标题的导引词句式与阅读量呈弱正相关关系，标题观点情节化与阅读量无显著相关，主题明确、观点模糊为“做書”常用观点表达方式。二是结合媒介影响力形成理论，从影响力形成的四个环节，即接触环节、接受环节、保持环节和提升环节这四个方面对“做書”与“看理想”、“木铎书声”进行比较分析。研究发现，在接触环节上，结合出版元素的出版文化类账号设计能够提升品牌文化气质；在接受环节上，出版文化定位提供内容影响力的保障，同时原创性、版式活泼助力拔高；在保持环节上，出版文化类公众平台服务质量差异较大，文章频率有待提高；在提升环节上，不同平台可以机动调整文章来源，在互推中借力提升本平台的影响力。 基于以上对以“做書”为代表的出版文化类微信公众平台影响力评价，结合文献法，研究总结出版文化类微信公众平台的现状及运营中存在的问题，并结合数据分析结果，从影响力形成环节以及内容运营两大方面提出具有针对性、可操作的实质性建议。

The WeChat public platform of publishing culture is one of the WeChat public platforms in the publishing industry which proposed from the perspective of content. In terms of content, it mainly focuses on publishers, publications and publishing activities. It is committed to promoting the general audience's cognition of publishing industry and weakening the communication barriers of publishing culture. The emergence of WeChat public platform of publishing culture is of great significance to the improvement of publishing ecology, but its influence is still weak and limitted. As the most influential publishing culture we-media brand at present, "ZuoShu" is worthy of further exploration in system quality, information quality and service quality. This research mainly uses the method of content analysis, descriptive statistics analysis and literature research methods .In the content of the study, researchers use the content analysis to analyze all the headlines of "ZuoShu" in 2018 from three aspects: the theme, originality and title. The study finds that "ZuoShu" focuses on publishing culture and combines social issues. In terms of content acceptance, the industry has the highest and most stable acceptance of kinds of industry phenomenons. In terms of originality, the overall reading volume of original articles is higher than not, and the content productivity is stronger; in the title, the length of the title is weakly negatively correlated with the reading volume; in terms of the title, the sentence pattern of the lead words is weakly positively correlated with the reading volume; the plot of the viewpoint is not significantly correlated with the reading volume; the theme is clear and the viewpoint is vague as the common way of expressing the viewpoint of "ZuoShu". Secondly, combined with the formation theory of media influence, this paper makes a comparative analysis of "doing books" and "reading ideals" and "MuDuoShuSheng " from four aspects of the formation of media influence, namely, contact process, acceptance process, maintenance process and promotion process. The research finds that in the contact process, the design of publishing culture account combined with publishing elements can enhance the brand cultural temperament; in the acceptance process, the publishing culture positioning provides the guarantee of content influence, while the originality and format lively help to improve; in the maintenance process the service quality of publishing culture public platform is quite different, and the frequency of articles needs to be improved; In the promotion process, different platforms can adjust the source of articles flexibly and enhance the influence of this platform through mutual promotion. Based on the above evaluation of the influence of publishing culture Wechat public platform represented by "ZuoShu", combined with literature method, this paper studies and summarizes the current situation and problems existing in the operation of publishing culture Wechat public platform, and combined with the results of data analysis, puts forward pertinent and operable substantive suggestions from the aspects of influencing formation link and content operation.