本文關(guān)鍵詞： 自媒體 IP 人格化 社群　出處：《河北大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：自媒體時(shí)代,自媒體人利用或借助微博、微信等社交平臺(tái),通過(guò)多鏈?zhǔn)降膫鞑シ绞?傳遞高質(zhì)量?jī)?nèi)容或價(jià)值觀,獲得認(rèn)同從而有效發(fā)動(dòng)粉絲的個(gè)體力量。并使這些原本屬于不同維度的人群成為依靠喜好聚集在一起的一個(gè)粉絲力量體。同時(shí)通過(guò)高頻次的互動(dòng),與粉絲建立起深厚的感情與信賴(lài),成為自媒體IP,最終引導(dǎo)粉絲完成直接或間接的消費(fèi)行為,從而成為網(wǎng)絡(luò)和現(xiàn)實(shí)世界中最有能力的那部分人。在剛剛過(guò)去的2016年里,有很多自媒體獲得了資本的關(guān)注拿到了投資。而這些自媒體之所以能夠獲得高額資本估值并獲得資本的青睞,很多是因?yàn)槠涑蔀镮P后,獲取粉絲的成本更為低廉,并更易開(kāi)發(fā)多種形式的商業(yè)模式以致形成產(chǎn)業(yè)鏈。但是與此同時(shí)更多的自媒體卻仍處在生存線以下。所以想要生存下來(lái)打造個(gè)人IP不失為一條成功捷徑。本文主要通過(guò)實(shí)例法通過(guò)對(duì)自媒體IP運(yùn)營(yíng)中的經(jīng)驗(yàn)進(jìn)行概括分析從而得總結(jié)出自媒體進(jìn)行IP打造的三種行之有效的路徑。即自媒體“人格魅力體”的構(gòu)建、“內(nèi)容為王”的自媒體打造,和注重關(guān)系維護(hù)。優(yōu)質(zhì)的自媒體IP由某一平臺(tái)走紅并注重多平臺(tái)多介質(zhì)的內(nèi)容分發(fā),通過(guò)與粉絲的互動(dòng)與關(guān)系維護(hù)。將粉絲聚集起來(lái)形成一個(gè)擁有相同興趣或價(jià)值觀的社群。社群會(huì)激活用戶(hù)的參與感,并最終將其轉(zhuǎn)化為具有變現(xiàn)能力的付費(fèi)粉絲。所以在未來(lái),所有自媒體的最高目標(biāo)都應(yīng)該是成為IP,因?yàn)镮P是知識(shí)產(chǎn)權(quán),也是文化原型,更是成為一個(gè)品牌的原動(dòng)力。自媒體成為IP后,就等于有了核心價(jià)值和獨(dú)特賣(mài)點(diǎn)。不論你的衍生品是何種形式,總會(huì)有人為你買(mǎi)單。
[Abstract]:Since the era of the media, self-media people use or with the help of Weibo, WeChat and other social platforms, through a multi-chain mode of communication, the transmission of high-quality content or values, To gain recognition and effectively mobilize the individual power of fans. And to make these groups of people who belong to different dimensions become a fan power body that depends on their liking to gather together. At the same time, through the high frequency of interaction, Build up deep feelings and trust with fans, become self-media IPPs, and ultimately guide fans to direct or indirect consumer behavior, thus becoming the most capable people on the Internet and in the real world. There are a lot of media that get capital attention and get invested. And they get high capital valuations and lots of capital because they become IP, and it's cheaper to get fans. And easier to develop a variety of business models to form an industrial chain. But at the same time more self-media is still below the survival line. So to survive to build personal IP is a successful shortcut. Through the analysis of the experience in the operation of self-media IP, we can get three effective ways to build IP from media, that is, the construction of self-media "personality charm", "content is king" of self-media. And focus on relationship maintenance. Quality self-media IP from a platform to become popular and pay attention to multi-platform multi-media content distribution, Through interaction and relationship maintenance with fans. Bring together fans to form a community with the same interests or values. The community will activate the user's sense of participation and eventually turn it into a paying fan with the ability to realize. So in the future, The highest goal of all self-media should be to become IPs, because IP is intellectual property, is also a cultural prototype, and is the driving force of becoming a brand. You have core values and unique selling points. No matter what form your derivatives are, there will always be people paying for you.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206

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相關(guān)期刊論文 前8條

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本文編號(hào)：1508087