發(fā)布時(shí)間：2018-04-01 10:01

  本文選題：微信公眾號(hào)　切入點(diǎn)：騰訊　出處：《成都體育學(xué)院》2017年碩士論文

【摘要】：微信公眾號(hào)傳播是一種人際交往模式的融合,媒體可以通過(guò)受眾的資料介紹,準(zhǔn)確了解受眾定位并發(fā)送用戶(hù)群所需要的信息。目前,微信公眾號(hào)被各行各業(yè)廣泛應(yīng)用。目前體育類(lèi)公眾號(hào)雖在數(shù)量上達(dá)到一定的規(guī)模,但是優(yōu)質(zhì)賬號(hào)較少,騰訊NBA微信公眾號(hào)在2015年入選十大體育類(lèi)微信公眾號(hào),其運(yùn)營(yíng)模式、推送內(nèi)容和品牌力的塑造相對(duì)成功,具備一定的研究?jī)r(jià)值。筆者在本研究中采用文獻(xiàn)研究法、文本研究法、數(shù)據(jù)分析法和比較研究法對(duì)對(duì)騰訊NBA微信公眾號(hào)的標(biāo)題特點(diǎn)、內(nèi)容選題、欄目設(shè)置、關(guān)鍵詞規(guī)則、推送方式以及與騰訊旗下其他媒體平臺(tái)的聯(lián)動(dòng)傳播進(jìn)行了研究分析。本文選取騰訊NBA微信公眾號(hào)2016年11月12月共354條推送消息作為樣本,首先對(duì)其推送數(shù)量、時(shí)間、閱讀量進(jìn)行統(tǒng)計(jì),分析其活躍度。然后對(duì)其標(biāo)題設(shè)計(jì)、排版風(fēng)格、推送形式及內(nèi)容選題進(jìn)行研究,分析其在內(nèi)容推送機(jī)制上的規(guī)律;同時(shí),針對(duì)其欄目菜單和關(guān)鍵詞規(guī)則上的設(shè)置,找出騰訊NBA微信公眾號(hào)與騰訊旗下其他媒體平臺(tái)在NBA資訊傳播中的互補(bǔ)和差異。經(jīng)過(guò)研究發(fā)現(xiàn),騰訊NBA微信公眾號(hào)在內(nèi)容的推送數(shù)量、閱讀量上處于同類(lèi)型公眾號(hào)中前列。推送的消息在內(nèi)容呈現(xiàn)上以文字+圖片+視頻+鏈接的多元化組合方式為主;議題選擇上以針對(duì)賽事資訊、球星動(dòng)態(tài)以及場(chǎng)外花絮等多個(gè)方面的深度解讀為主,且文章的來(lái)源具有高度的原創(chuàng)性。其多樣化的句式設(shè)計(jì)和娛樂(lè)化、口語(yǔ)化的標(biāo)題風(fēng)格符合現(xiàn)代受眾的閱讀習(xí)慣,配合優(yōu)質(zhì)的內(nèi)容,保證了文章的高閱讀量。騰訊NBA微信公眾號(hào)作為騰訊打造的門(mén)戶(hù)網(wǎng)站+APP+微信公眾號(hào)多平臺(tái)聯(lián)動(dòng)的NBA推廣模式下的一部分,騰訊NBA微信公眾號(hào)利用自身的特有傳播機(jī)制,在菜單欄目設(shè)置和關(guān)鍵詞規(guī)則設(shè)置上緊跟熱點(diǎn)變化,將騰訊門(mén)戶(hù)網(wǎng)站和APP上的熱點(diǎn)新聞進(jìn)行分類(lèi)整合,提供了更便捷的新聞查找方式。不僅豐富了自身的信息體量,也與其他傳播平臺(tái)之間互補(bǔ)長(zhǎng)短。但是在個(gè)別欄目設(shè)置和關(guān)鍵詞規(guī)則的出現(xiàn)了更新不及時(shí)的情況,影響了用戶(hù)體驗(yàn)。綜上所述,騰訊NBA微信公眾號(hào)在運(yùn)營(yíng)模式、推送內(nèi)容和品牌力的塑造上都處于同類(lèi)型公眾號(hào)前列,對(duì)同類(lèi)型微信公眾號(hào)的運(yùn)營(yíng)具有一定的過(guò)借鑒意義。
[Abstract]:WeChat Official account Communication is a kind of integration of interpersonal communication mode. The media can accurately understand the location of the audience and send the information needed by the user group through the information introduction of the audience. Official account WeChat has been widely used in various industries. Although the number of sports Official account has reached a certain scale, but there are fewer high-quality accounts, Tencent NBA has been selected as the top 10 sports WeChat Official account in 2015, its operating mode. The development of push content and brand power is relatively successful and has certain research value. In this study, the author uses the methods of literature research, text research, data analysis and comparative research to analyze the title characteristics of Tencent NBA WeChat Official account. Content selection, column setup, keyword rules, push mode and the linkage with other media platforms of Tencent are studied and analyzed. This paper selects 354 push messages from Tencent NBA WeChat Official account in November 2016 as a sample. First of all, the number of push, time, reading amount of statistics, analysis of its activity. Then the title design, typesetting style, push form and content of the study, analysis of its content push mechanism in the law; at the same time, In view of its column menu and keyword rules, find out the complementarities and differences between Official account of Tencent NBA WeChat and other media platforms of Tencent in the dissemination of NBA information. In terms of reading quantity, it is in the forefront of Official account of the same type. The content of the push message is mainly composed of text, picture, video link, and the topic is chosen according to the event information. The deep interpretation of the star's dynamics and off-court stories is the main, and the source of the article is highly original. Its diversified sentence design and entertainment, colloquial title style conforms to the reading habits of the modern audience. With the high quality content, it ensures the high reading quantity of the article. Official account of Tencent NBA WeChat, as part of the NBA promotion mode of the multi-platform linkage of the APP WeChat online portal website built by Tencent, Tencent NBA WeChat Official account, using its own unique communication mechanism, closely followed the changes of hot spots in menu column setting and keyword rule setting, and classified and integrated the hot news on Tencent's portal and APP. Provides a more convenient way to find news. It not only enriches one's own information volume, but also complements with other communication platforms. However, in the case of individual column settings and keyword rules, the update is not timely. To sum up, Official account of Tencent NBA WeChat is in the forefront of the same type Official account in terms of operation mode, push content and brand power, which has a certain reference significance for the operation of the same type of WeChat Official account.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206;G841

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本文編號(hào)：1695050