场景视角下“罗辑思维”社群用户建构与维系的研究

发布时间：2018-01-04 03:16

本文关键词：场景视角下“罗辑思维”社群用户建构与维系的研究　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：移动互联时代的到来带来了许多新的变化,传播效果的争夺手段已由流量变成了场景,由“注意力经济”转变为“意向经济”。“得场景者得天下”已经成为了一种非常流行的说法,从这句话中可以理解到场景已经成为移动互联时代重要的力量。掌握场景对于社群的运营具有至关重要的意义。所以要根据“场景”找到合适的话语体系、价值追求、思想观念以及不同的思维方式来精准传播,达到事半功倍的效果。罗辑思维作为社群较为成功的典型,它以“知识”场景为中心,通过内容、品牌、产业链、用户、活动等多种途径的运营,成为同行中的佼佼者,他的尝试为自媒体及社群的运营都具有一定的借鉴意义。本文主要研究分为三大部分,场景理论、罗辑思维用户的特征及其用户维系的方式。第一部分“场景理论”主要介绍了场景的渊源及其相关的理论、场景的应用、场景与社群的关系等方面;第二部分主要介绍罗辑思维的用户的相关特征、需求和痛点;第三部分的用户维系是重中之重的板块,这个部分主要从构建品牌社群、建立连接、保障机制、产业链四个方面层层递进地讲述了罗辑思维用户维系的方式。本文主要利用个案分析,借鉴书籍与科技知识型网站中相关于场景和社群最新文章来学习,以场景理论的角度研究品牌社群罗辑思维用户的维系,为当下自媒体和社群用户的运营提供一些可行性参考,同时为以后研究带来新思路。
[Abstract]:The arrival of the era of mobile interconnection has brought a lot of new changes, the transmission of the means of contention has changed from traffic into a scene. From "attention economy" to "intention economy". "get the world" has become a very popular term. From this sentence, we can understand that the scene has become an important force in the era of mobile interconnection. It is very important to grasp the scene for the operation of the community. Therefore, it is necessary to find the appropriate discourse system according to the "scene". Value pursuit, ideas and different ways of thinking to accurately spread, achieve twice the result with half the effort. Luo Ji thinking as a more successful community typical, it takes "knowledge" scene as the center, through content, brand. Industry chain, users, activities and other channels of operation, become the leader of the peer, his attempt for the operation of the media and community have a certain reference. This paper is mainly divided into three parts. The first part "scene theory" mainly introduces the origin of scene and its related theory, the application of scene, the relationship between scene and community, etc. The second part mainly introduces the relevant characteristics, needs and pain points of Luo Ji's thinking users. The third part of the user maintenance is the most important plate, this part mainly from the building of brand community, the establishment of connections, security mechanisms. Four aspects of the industry chain layer by layer about Luo Ji's way of thinking about user maintenance. This paper mainly uses case analysis to learn from the latest articles related to scene and community in books and science-technology knowledge websites. This paper studies the maintenance of Luo Ji's thinking users in the brand community from the perspective of scene theory, which provides some feasible references for the current operation of self-media and community users, and brings new ideas for future research.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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