【摘要】：自2012年騰訊公司推出微信公眾平臺(tái)以來,微信公眾平臺(tái)注冊(cè)數(shù)量超過1100萬,累計(jì)關(guān)注微信公眾號(hào)用戶過4億,微信公眾號(hào)平均日閱讀用戶超過1.6億。這些數(shù)字意味著,近一半的中國(guó)用戶在使用微信,其中1/3的用戶每天在閱讀微信公眾號(hào)。眾所周知,大學(xué)生作為對(duì)科技產(chǎn)品、新生事物最易接受的群體是微信的用戶中最活躍的群體,對(duì)微信的發(fā)展起著不可估量的驅(qū)動(dòng)作用。因此,微信公眾平臺(tái)如何抓住大學(xué)生群體這個(gè)微信主流受眾群體,增加這個(gè)群體的用戶粘性,利用這個(gè)群體帶動(dòng)其他細(xì)分市場(chǎng)的拓展就顯得尤為重要。本文就是針對(duì)這一問題展開調(diào)研。本文分為四部分,第一部分是緒論,此部分介紹了該論文的研究背景,研究思路和方法以及文獻(xiàn)綜述。第二部分是校園微信公眾號(hào)的現(xiàn)狀,此章節(jié)講述了校園微信公眾號(hào)的發(fā)展形成、分類、特征及發(fā)展迅速的因素和發(fā)展局限。第三部分對(duì)重要概念進(jìn)行闡述,闡述了受眾粘性這一概念,并分析了校園微信公眾號(hào)大學(xué)生受眾粘性的影響因素。第四部分為校園微信公眾號(hào)受眾粘性校園調(diào)研,此部分有優(yōu)秀校園微信公眾號(hào)實(shí)例分析、問卷調(diào)查和調(diào)查效果總結(jié)。第五部分根據(jù)上面的調(diào)研結(jié)果提出了增強(qiáng)校園微信公眾號(hào)用戶粘性的對(duì)策,主要有細(xì)化公眾號(hào)定位,讓公眾號(hào)人格化,重視用戶存在感,線上與線下活動(dòng)結(jié)合,培養(yǎng)用戶閱讀習(xí)慣,讓粉絲產(chǎn)生依賴,抓住用戶心理,做用戶喜歡的內(nèi)容,增強(qiáng)粉絲互動(dòng),注重內(nèi)容實(shí)用性和產(chǎn)品功能性的方式。最后一章是結(jié)語,對(duì)本次調(diào)研和以上對(duì)策給出總結(jié)性結(jié)論,并對(duì)校園微信公眾號(hào)的未來發(fā)展做出展望。
[Abstract]:Since Tencent launched its WeChat public platform in 2012, it has registered more than 11 million people, focusing on more than 400 million WeChat public number users and more than 160 million WeChat public numbers per day on average. These numbers mean that nearly half of Chinese users use WeChat, with a third of them reading WeChat's public number every day. As we all know, college students are the most active group among the users of WeChat, which plays an inestimable role in driving the development of WeChat. Therefore, it is very important for the WeChat public platform to grasp the college student group as the mainstream audience group, to increase the user stickiness of this group, and to use this group to promote the expansion of other segments of the market. This article is to carry out research on this issue. This paper is divided into four parts, the first part is the introduction, this part introduces the research background, research ideas and methods, as well as literature review. The second part is the status quo of the campus WeChat public number. This chapter describes the formation, classification, characteristics, rapid development factors and development limitations of the campus WeChat public number. The third part expounds the important concept, expounds the concept of audience stickiness, and analyzes the influencing factors of the college students'audience stickiness on campus WeChat. The fourth part of the campus WeChat public number audience sticky campus investigation, this part of the outstanding campus WeChat public number case analysis, questionnaire survey and survey results summary. The fifth part puts forward the countermeasures to enhance the stickiness of the campus WeChat public number users according to the above research results. The main countermeasures are to refine the location of the public number, to personalize the public number, to attach importance to the user's sense of existence, and to combine the online and offline activities. Cultivate the user's reading habits, let the fans produce dependence, grasp the user's psychology, do the content that the user likes, enhance the fan's interaction, pay attention to the way of the content practicability and the product function. The last chapter is the conclusion of this research and the above countermeasures, and the future development of the campus WeChat public number is prospected.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G206;G645.5

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本文編號(hào)：2276348