本文關(guān)鍵詞：湖南衛(wèi)視官方微博運(yùn)營(yíng)現(xiàn)狀與策略研究　出處：《安徽大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 官方微博 電視媒體 運(yùn)營(yíng)策略

【摘要】：在媒介融合的大環(huán)境下,媒介之間的競(jìng)爭(zhēng)可謂是相當(dāng)激烈,傳統(tǒng)媒體都在積極尋求與新媒體的合作。微博從2009年興起至今,產(chǎn)品形態(tài)、用戶習(xí)慣等已經(jīng)基本穩(wěn)定,作為當(dāng)今活躍度高、傳播力迅速的媒體,它的出現(xiàn)改變了傳統(tǒng)的傳播格局,這對(duì)傳統(tǒng)電視媒體是挑戰(zhàn)也是機(jī)遇。在當(dāng)前的媒介環(huán)境下,電視媒體尋求與新媒體的合作已經(jīng)成為必然趨勢(shì)。如今,包括電視媒體在內(nèi)的大多數(shù)傳統(tǒng)媒體都已在微博平臺(tái)上占有一席之地,借助微博爭(zhēng)取更多的話語(yǔ)權(quán)從而獲取更大的市場(chǎng)份額。電視媒體之間的競(jìng)爭(zhēng)主要是收視率的競(jìng)爭(zhēng),尤其是以爭(zhēng)奪全國(guó)市場(chǎng)為目標(biāo)的省級(jí)衛(wèi)視。湖南衛(wèi)視在全國(guó)各大省級(jí)衛(wèi)視收視率排名始終處于最搶眼的前沿,其身為傳統(tǒng)媒體卻積極的利用微博等新媒體不斷放大自身品牌。因此筆者將湖南衛(wèi)視微博作為個(gè)案進(jìn)行深入研究,通過研究省級(jí)衛(wèi)視與其官方微博的互動(dòng)現(xiàn)象,探索其微博運(yùn)營(yíng)現(xiàn)狀與策略,并試圖揭示媒介互動(dòng)背后的互動(dòng)特征及賦予的社會(huì)意義。本研究首先總結(jié)了現(xiàn)階段各大省級(jí)衛(wèi)視使用微博的現(xiàn)狀,從宏觀角度分析電視媒體在微博平臺(tái)上展開的新競(jìng)爭(zhēng),以窺探省級(jí)衛(wèi)視通過運(yùn)營(yíng)微博實(shí)現(xiàn)了哪些功能,然后開始以湖南衛(wèi)視為例分析研究其官方微博的運(yùn)營(yíng)之道,從形象建構(gòu)、內(nèi)容編排、交互關(guān)系、營(yíng)銷方式等各方面進(jìn)行具體的分析。湖南衛(wèi)視作為衛(wèi)視頻道的領(lǐng)頭羊,在與微博合作共謀發(fā)展方面也敢為人先,作為較早一批在新浪開通官方微博的省級(jí)衛(wèi)視,經(jīng)過幾年來的不斷摸索,微博平臺(tái)的運(yùn)營(yíng)也總結(jié)出一套方法。通過分析發(fā)現(xiàn)湖南衛(wèi)視官方微博多用于頻道欄目宣傳、節(jié)目推廣、活動(dòng)的推介等方面,不論從外在到內(nèi)在主要是為母媒體提升品牌價(jià)值,加強(qiáng)與受眾聯(lián)系而服務(wù)的。湖南衛(wèi)視官方微博雖然盛名在外,但是自身還是存在一些有待改進(jìn)的問題,在文中將結(jié)合對(duì)湖南衛(wèi)視及其微博平臺(tái)的一些認(rèn)識(shí)和整體分析,提出其運(yùn)營(yíng)過程中所存在的問題。最后,筆者對(duì)湖南衛(wèi)視官方微博運(yùn)營(yíng)現(xiàn)狀進(jìn)行總結(jié),對(duì)包括湖南衛(wèi)視在內(nèi)的各省級(jí)衛(wèi)視官方微博運(yùn)營(yíng)提出了一些合理化的建議。總體來說,湖南衛(wèi)視官方微博運(yùn)營(yíng)已經(jīng)走向正軌,不僅善于利用自身的優(yōu)勢(shì)聚集更多受眾,也比較重視微博平臺(tái)的運(yùn)營(yíng)。但是,官方微博作為獨(dú)立的媒體不能只是附屬品,要充分重視微博本身的特性才能夠?qū)⑵涓玫倪\(yùn)營(yíng)下去。通過文本分析研究論證微博平臺(tái)運(yùn)營(yíng)不是隨便發(fā)幾條微博這么簡(jiǎn)單,需要有清晰的營(yíng)銷思路并將微博作為立足于電視媒體但又相對(duì)獨(dú)立的媒體來經(jīng)營(yíng),這樣才能突顯省級(jí)衛(wèi)視微博的優(yōu)勢(shì),打造省級(jí)衛(wèi)視的品牌影響力從而提升傳播價(jià)值。
[Abstract]:In the environment of media integration, the competition between the media is quite fierce, the traditional media are actively seeking cooperation with new media. Weibo from 2009 to now, the product form. User habits have been basically stable, as today's high activity, rapid transmission of the media, it has changed the traditional pattern of communication. This is both a challenge and an opportunity for traditional TV media. In the current media environment, it has become an inevitable trend for TV media to seek cooperation with new media. Most traditional media, including the television media, have taken their place on the Weibo platform. The competition between TV media is mainly the competition of ratings. Especially the provincial satellite TV which is aiming at the national market. Hunan Satellite TV has always been in the forefront of the most eye-catching ratings ranking in the country's major provincial TV ratings. His body is the traditional media, but actively use Weibo and other new media constantly magnify their brand. Therefore, the author takes Weibo as a case study, through the study of provincial satellite TV and its official Weibo interaction phenomenon. Explore the current situation and strategy of Weibo operation, and try to reveal the interaction behind the media interaction characteristics and social significance. Firstly, this study summarizes the current situation of the use of Weibo in various provincial satellite TV stations. This paper analyzes the new competition of TV media on the platform of Weibo from the macro point of view, in order to explore what functions provincial satellite TV has achieved through the operation of Weibo. Then it begins to take Hunan Satellite TV as an example to analyze and study the operation of its official Weibo, from the image construction, content layout, interaction. Hunan Satellite TV, as the leader of TV channel, is also a pioneer in cooperating with Weibo for development. As an earlier batch of provincial TV stations in Sina, Weibo has opened the official program. After several years of continuous exploration, Weibo platform operation also summed up a set of methods. Through analysis found that Hunan Satellite TV official Weibo mostly used in channel column publicity, program promotion, activities and other aspects of the promotion. Whether from the outside to the internal is mainly to promote the brand value of the mother media and strengthen the relationship with the audience. Although Hunan Satellite TV official Weibo is famous but there are still some problems to be improved. In this paper, combined with the Hunan Satellite TV and its Weibo platform of some understanding and overall analysis, put forward the problems in its operation process. Finally, the author summarizes the current situation of Hunan Satellite TV official Weibo operation. Some reasonable suggestions have been put forward for the provincial TV official Weibo operation, including Hunan Satellite TV. Overall, Hunan Satellite TV official Weibo operation has been on the right track. Not only good at using their own advantages to gather more audiences, but also more attention to the operation of the Weibo platform. However, the official Weibo as an independent media can not be just accessories. We should pay full attention to Weibo's own characteristics to be able to better operate. Through text analysis to demonstrate Weibo platform operation is not just a few Weibo as simple. Need to have clear marketing ideas and Weibo as a television media based on the relatively independent media to operate, so as to highlight the advantages of provincial satellite television Weibo. Build provincial satellite TV brand influence to enhance the value of communication.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.27-F

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