对自媒体节目《罗辑思维》网络社群的价值研究
发布时间：2018-09-12 15:59
【摘要】：互联网时代,越来越多的人突破了传统媒体的平台限制,在网络世界参与互动和交流,随着新媒体平台的逐渐完善,更多个人和团队开始在公共领域表达自己的见解,进行信息的分享。这种参与方式,就是一种全新的媒体形式,也就是我们所说的“自媒体”。自媒体在近几年的时间里借助博客、微博、微信公众号、视频网站等各种平台,以内容创作为流量入口,吸引了大量的粉丝和用户,逐渐建立起各类自媒体品牌,在短短几年内,商业价值迅速蹿升。其中以《罗辑思维》为代表的互联网知识型脱口秀,因节目内容独具一格的凝聚力与创新力,成为了不可忽视的商业现象。《罗辑思维》成功运营的10万付费会员,以及600多万用户社群,成为了他延伸商业模式的核心力量。本文分析了以《罗辑思维》为代表的专业自媒体,如何用内容形态吸引忠诚用户,形成社群。并分析了《罗辑思维》社群的特点,社群对于节目内容的优化作用。重点部分通过呈现《罗辑思维》社群的商业运作,归纳研究了在拥有社群用户的基础上,自媒体盈利的几种商业模式,以及社群对于自媒体投资和融资的议价价值。研究方法采用文献分析法,通过梳理、归纳相关文献来证明网络社群有利于自媒体的经营。《罗辑思维》的成功,证明了中国的自媒体市场存在巨大的商业潜力,而它的成功在于,能够突破传统的商业模式,准确地把握住市场需要。根据用户需求提供相应的产品和理念,不仅擅于优质内容的生产,还开发了社群的价值。本文旨在通过呈现和分析《罗辑思维》以社群为核心所延展的商业运作,归纳出社群对自媒体的价值,为自媒体人提供可借鉴的方式方法和指导性规律。
[Abstract]:In the era of Internet, more and more people break through the limitation of traditional media platform and participate in interaction and communication in the network world. With the improvement of new media platform, more individuals and teams begin to express their opinions in the public domain. Share information. This form of participation is a new form of media, which we call self-media. Since the media in recent years, with the help of blogs, Weibo, WeChat public numbers, video websites and other platforms, content creation as a traffic portal, attracted a large number of fans and users, gradually established a variety of self-media brands, In just a few years, business value has soared. Among them, the Internet knowledge talk show, represented by Luo Ji's thinking, has become a business phenomenon that can not be ignored because of the unique cohesion and innovation of the program content. And more than 6 million user communities, became the core of his extended business model. This paper analyzes how professional self-media, represented by Luo Ji's thinking, attract loyal users and form a community with its content form. It also analyzes the characteristics of Luo Ji's thinking community and its role in optimizing the content of the program. By presenting the business operation of "Luo Ji's thinking" community, this paper summarizes and studies several business models that profit from the media on the basis of owning community users, as well as the bargaining value of the community for self-media investment and financing. The research method adopts the literature analysis method, through combing, induces the related literature to prove that the network community is beneficial to the management of the self-media. The success of "Luo Ji's thinking" proves that there is huge commercial potential in the self-media market in China. Its success lies in its ability to break through traditional business models and accurately grasp market needs. Provide products and ideas according to user needs, not only good at the production of quality content, but also develop the value of the community. The purpose of this paper is to summarize the value of community to self-media by presenting and analyzing the business operation extended by "Luo Ji's thinking" with the core of "Community", and to provide the self-media people with the methods and guiding laws that can be used for reference.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G222
，
本文编号：2239517
[Abstract]:In the era of Internet, more and more people break through the limitation of traditional media platform and participate in interaction and communication in the network world. With the improvement of new media platform, more individuals and teams begin to express their opinions in the public domain. Share information. This form of participation is a new form of media, which we call self-media. Since the media in recent years, with the help of blogs, Weibo, WeChat public numbers, video websites and other platforms, content creation as a traffic portal, attracted a large number of fans and users, gradually established a variety of self-media brands, In just a few years, business value has soared. Among them, the Internet knowledge talk show, represented by Luo Ji's thinking, has become a business phenomenon that can not be ignored because of the unique cohesion and innovation of the program content. And more than 6 million user communities, became the core of his extended business model. This paper analyzes how professional self-media, represented by Luo Ji's thinking, attract loyal users and form a community with its content form. It also analyzes the characteristics of Luo Ji's thinking community and its role in optimizing the content of the program. By presenting the business operation of "Luo Ji's thinking" community, this paper summarizes and studies several business models that profit from the media on the basis of owning community users, as well as the bargaining value of the community for self-media investment and financing. The research method adopts the literature analysis method, through combing, induces the related literature to prove that the network community is beneficial to the management of the self-media. The success of "Luo Ji's thinking" proves that there is huge commercial potential in the self-media market in China. Its success lies in its ability to break through traditional business models and accurately grasp market needs. Provide products and ideas according to user needs, not only good at the production of quality content, but also develop the value of the community. The purpose of this paper is to summarize the value of community to self-media by presenting and analyzing the business operation extended by "Luo Ji's thinking" with the core of "Community", and to provide the self-media people with the methods and guiding laws that can be used for reference.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G222
，
本文编号：2239517
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