《河南法制报》微信公众号的运营与发展策略研究

发布时间：2018-05-25 15:16

本文选题：微信公众号 + 运营　；参考：《郑州大学》2016年硕士论文

【摘要】：腾讯微信自面世之初仅是一款即时通讯类社交软件,随着我国无线网络技术的飞跃发展和智能手机的大范围普及,微信不断升级版本拓展性能,截止2015年底微信在全球注册用户已超8亿。2012年8月微信推出微信公众平台以来便作为一种重要的传播媒介得到了广泛应用,包括文字、图片、语音和视频在内的多种传播方式深受用户喜爱。庞大的用户群体和高效的传播途径令微信公众平台发展迅速,巨大的潜在市场让媒体、商家和政府机关纷纷开设微信公众账号,进行品牌营销和形象宣传。传媒格局的变化使得以纸媒为代表的传统媒体遭受着新媒体强有力的冲击,报纸征订量下滑、广告份额被抢占等一系列关乎生存问题摆在纸媒面前。为应对变化,传统纸媒纷纷开设微信公众账号进行运营,试图从微信中探索出一条发展生存之路。本文从微信公众平台的传播属性入手,首先分析微信的用户群体和用户行为,并进一步分析微信公众平台的传播特性与传播方式带来的影响。其次,通过实际案例系统分析了《河南法制报》公众账号的运营现状,并对《河南法制报》公众账号已有的盈利模式进行归纳总结。最后探讨与研究了《河南法制报》公众账号在运营中体现出的优势与存在的问题,从多个角度为其发展提出合理的建议。
[Abstract]:Since its inception, Tencent WeChat has only been an instant messaging social software. With the rapid development of wireless network technology in China and the widespread popularity of smartphones, WeChat has continuously upgraded its version to expand its performance. WeChat has more than 800 million registered users worldwide by the end of 2015. Since WeChat launched its public platform in August 2012, WeChat has been widely used as an important medium of communication, including text and pictures. Voice and video, including a variety of modes of communication are popular with users. The huge user groups and efficient communication channels make the WeChat public platform develop rapidly. The huge potential market allows the media, businesses and government agencies to open WeChat public accounts for brand marketing and image promotion. The change of media pattern makes the traditional media, represented by the paper media, suffer from the powerful impact of the new media. A series of problems related to the survival of the newspaper, such as the decline of newspaper subscription volume, the preemption of advertising share, and so on, are placed in front of the print media. In order to cope with the changes, traditional paper media have opened WeChat public accounts to operate, trying to explore a way to develop and survive from WeChat. This paper starts with the communication property of WeChat public platform, analyzes the user group and user behavior of WeChat at first, and further analyzes the communication characteristics and the influence of communication mode of WeChat public platform. Secondly, the paper systematically analyzes the operating status of the public account of Henan legal newspaper through practical cases, and summarizes the existing profit model of the public account. Finally, this paper discusses and studies the advantages and problems of the public account in the operation of Henan legal Journal, and puts forward some reasonable suggestions for its development from several angles.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G216.3;G206

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