本文選題：高校官微 + 內(nèi)容營(yíng)銷(xiāo)�。� 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：自2011年微信平臺(tái)推出以來(lái),人們對(duì)微信的應(yīng)用就越來(lái)越廣。在微信平臺(tái)的功能逐步完善的同時(shí),人們借助它強(qiáng)大的社交優(yōu)勢(shì),將它作為企業(yè)或個(gè)人的營(yíng)銷(xiāo)工具。人們可以在微信平臺(tái)將語(yǔ)音、圖文、小視頻等不同形式的內(nèi)容,推送給用戶(hù)、好友或朋友圈。微信平臺(tái)與移動(dòng)互聯(lián)網(wǎng)技術(shù)完美的結(jié)合,為使用者提供了一種便捷的的溝通方式,這種低成本、便捷的特性,使它成為當(dāng)下主流的營(yíng)銷(xiāo)工具。高校微信公眾平臺(tái)是校報(bào)、校園新聞網(wǎng)、校電視臺(tái)、廣播臺(tái)、學(xué)校官方微博以外的另一種官方媒體形態(tài),它和其他校園媒體一樣承擔(dān)著“價(jià)值引領(lǐng)、新聞發(fā)布、文化傳承、形象塑造”的職能,也更多地被稱(chēng)為“官方微信”。本文結(jié)合內(nèi)容營(yíng)銷(xiāo)理論,試圖探析高校官方微信應(yīng)該如何策劃、運(yùn)營(yíng),以提高發(fā)布內(nèi)容的閱讀量、提升傳播效果。筆者在本文中,試圖建立微信公眾號(hào)營(yíng)銷(xiāo)效果的評(píng)估模式及效果評(píng)估的關(guān)鍵指標(biāo),通過(guò)對(duì)某高校官方微信公眾號(hào)在2016年9月1日—12月31日期間,推送的圖文消息的各項(xiàng)指標(biāo),及該微信公眾號(hào)在此期間的運(yùn)營(yíng)情況的相關(guān)數(shù)據(jù)的統(tǒng)計(jì)、分析,探析影響該微信公眾號(hào)內(nèi)容營(yíng)銷(xiāo)過(guò)程中,影響營(yíng)銷(xiāo)效果的因素,并根據(jù)評(píng)估結(jié)果,提出提升營(yíng)銷(xiāo)效果的意見(jiàn)和建議。在結(jié)構(gòu)上,本文共有六章內(nèi)容。前面兩章介紹了研究背景、研究目的與意義、研究方法、研究思路等,并對(duì)前期閱讀的相關(guān)書(shū)籍、文獻(xiàn)資料進(jìn)行了整理,對(duì)相關(guān)理論做了分析。結(jié)合微信營(yíng)銷(xiāo)、內(nèi)容營(yíng)銷(xiāo)相關(guān)理論,應(yīng)用AISAS理論構(gòu)建了本文對(duì)研究對(duì)象的評(píng)估模式。之后在第3章部分介紹了研究對(duì)象:某高校官方微信公眾號(hào)的運(yùn)營(yíng)情況及運(yùn)營(yíng)特征。在第4章中,筆者應(yīng)用構(gòu)建的評(píng)估模式,對(duì)研究對(duì)象從幾個(gè)關(guān)鍵指標(biāo)上進(jìn)行了分析、評(píng)估,并得出相關(guān)結(jié)論。第5章中,本文結(jié)合得出的結(jié)論,通過(guò)對(duì)研究對(duì)象某高校官方微信公眾號(hào)推送的圖文消息的案例分析,總結(jié)并建議了提高微信內(nèi)容營(yíng)銷(xiāo)、高校官方微信內(nèi)容營(yíng)銷(xiāo)效果的策略。本研究基于某高校官方微信公眾號(hào)內(nèi)容的評(píng)估結(jié)果,總結(jié)了高校官方微信開(kāi)展內(nèi)容營(yíng)銷(xiāo)應(yīng)該考慮的策略,主要有以下四點(diǎn):1.設(shè)法增加關(guān)注用戶(hù)量;2.合理安排推送消息的頻率和時(shí)間;3.制作有吸引力的圖文消息標(biāo)題;4.加強(qiáng)原創(chuàng)類(lèi)圖文消息策劃。本文的研究?jī)r(jià)值體現(xiàn)在以下幾個(gè)方面:一是補(bǔ)充了高校官方微信平臺(tái)語(yǔ)境下的營(yíng)銷(xiāo)理論,使高校官方微信營(yíng)銷(xiāo)研究更加全面;二是針對(duì)某高校官方微信公眾號(hào)的內(nèi)容進(jìn)行了詳細(xì)的評(píng)估與分析;三是對(duì)高校官方微信公眾平臺(tái)今后如何更好地提升其營(yíng)銷(xiāo)效果提出了建議。
[Abstract]:Since the launch of WeChat platform in 2011, WeChat has been used more and more widely. While the function of WeChat platform is improving gradually, people use it as a marketing tool for enterprises or individuals with its strong social advantages. People can push voice, text, video and other different forms of content to users, friends or circle of friends on WeChat platform. The perfect combination of WeChat platform and mobile Internet technology provides users with a convenient way of communication. This low-cost and convenient feature makes it the mainstream marketing tool. The university WeChat public platform is a form of official media other than the school newspaper, campus news network, school television station, radio station, and school official Weibo, which, like other campus media, undertakes "value leading, news release, cultural inheritance," The function of image-building is more often called official WeChat. Based on the theory of content marketing, this paper attempts to explore how the official WeChat should be planned and operated in order to improve the reading of the published content and the effect of communication. In this paper, the author tries to establish the evaluation model of the marketing effect of WeChat public number and the key indicators of the effect evaluation, through the various indexes of the graphic and text messages pushed by the official WeChat Public number of a university from September 1 to December 31, 2016. And the relevant data of the WeChat public number operation during this period, analyzing, analyzing and analyzing the factors that affect the marketing effect in the process of content marketing of the WeChat public number, and according to the evaluation results, Put forward suggestions and suggestions to improve marketing effect. In terms of structure, there are six chapters in this paper. The first two chapters introduce the research background, research purpose and significance, research methods, research ideas and so on. Combined with WeChat marketing and content marketing theory, this paper constructs the evaluation model of the research object by using AISAS theory. Then, in Chapter 3, the author introduces the research object: the operation and characteristics of the official WeChat Public number of a university. In chapter 4, the author analyzes and evaluates the research object from several key indexes by using the evaluation model constructed, and draws the relevant conclusions. In the fifth chapter, this paper combined with the conclusion, through the research object of a university official WeChat public number push the picture text message case analysis, summarized and proposed the enhancement WeChat content marketing, the university official WeChat content marketing effect strategy. Based on the evaluation results of the content of official WeChat in a certain university, this study summarizes the strategies that should be considered in the content marketing of official WeChat, mainly as follows: 1: 1. Try to increase the number of users. Reasonably arrange the frequency and time of push messages. Make an attractive picture and text message title No. 4. Strengthen the original type of graphic and text message planning. The research value of this paper is reflected in the following aspects: firstly, it complements the marketing theory in the context of the official WeChat platform of colleges and universities, and makes the research of official WeChat marketing more comprehensive; The second is a detailed evaluation and analysis of the content of the official WeChat public number of a university; the third is to give some suggestions on how to improve the marketing effect of the official WeChat public platform in the future.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F724.6

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本文編號(hào)：1947949