本文關(guān)鍵詞：騰訊體育微信訂閱號(hào)信息傳播現(xiàn)狀的研究　出處：《西安體育學(xué)院》2017年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：2011年面世的微信是一款面對(duì)手機(jī)用戶(hù)的即時(shí)通信軟件,上市3年用戶(hù)便已經(jīng)超過(guò)6億,影響力不容小覷,尤其是其在2012年7月推出的公眾平臺(tái),讓微信的內(nèi)涵更加豐富,廣受歡迎,成為企業(yè)、媒體、公共機(jī)構(gòu)、明星名人、個(gè)人用戶(hù)等繼微博之后又一重要的運(yùn)營(yíng)平臺(tái)。微信公眾平臺(tái)拓展了微信的功能,這些功能為公眾平臺(tái)的實(shí)際運(yùn)營(yíng)帶來(lái)了媒體、營(yíng)銷(xiāo)、客服、公共服務(wù)等應(yīng)用方向。使其不僅在用戶(hù)中大熱,也成為學(xué)界關(guān)注的一個(gè)熱點(diǎn),并且轉(zhuǎn)瞬成為各大媒體機(jī)構(gòu)的掌中寶,各媒體紛紛創(chuàng)建了自己的公眾賬號(hào)。截至2013年8月,微信公眾平臺(tái)有3萬(wàn)認(rèn)證賬號(hào)。從平臺(tái)功能來(lái)看,目前公眾平臺(tái)的主要功能包括多媒體信息大規(guī)模推送、定向推送(可按性別、地區(qū)、分姐等指標(biāo)定向推送),一對(duì)一互動(dòng),多樣化開(kāi)發(fā)和智能回復(fù)。為微信使用者獲得信息提供了一種新的途徑,由此,微信公眾平臺(tái)引起了廣泛的關(guān)注。而同一公司旗下的騰訊網(wǎng)體育頻道作為數(shù)一數(shù)二的體育類(lèi)門(mén)戶(hù)網(wǎng)站也首當(dāng)其沖,于微信公眾平臺(tái)建立了自己的官方賬號(hào)。本篇論文以騰訊體育微信訂閱號(hào)為研究對(duì)象,通過(guò)文獻(xiàn)資料法、數(shù)據(jù)統(tǒng)計(jì)法、跨學(xué)科研究法、案例分析法這四種方法,研究體育信息在微信公眾平臺(tái)上的傳播現(xiàn)狀。目前騰訊體育微信訂閱號(hào)仍處于起步階段,隨著用戶(hù)的日益增多、影響力的不斷擴(kuò)大,其信息傳播的發(fā)展還有待完善,特別是在互動(dòng)性、時(shí)效性、推送信息形式、信息內(nèi)容的深度、頁(yè)面設(shè)置等方面需要積極改進(jìn)。針對(duì)目前的發(fā)展?fàn)顩r,筆者從其傳播內(nèi)容、傳播媒介和傳播效果等方面的現(xiàn)狀深入分析探討,發(fā)現(xiàn)其在這幾方面存在的問(wèn)題,并盡己所能地提出以下一些合理性的建議。希望能在改善騰訊體育微信訂閱號(hào)所存在問(wèn)題的同時(shí)優(yōu)化微信公眾平臺(tái)的一些不合理性,其完善也帶動(dòng)著騰訊體育微信訂閱號(hào)能有更好的發(fā)展,兩者相互促進(jìn)以達(dá)到共贏。
[Abstract]:WeChat, launched on 2011 as an instant messaging software for mobile phone users, has more than 600 million users on the market for three years, making it influential, especially its public platform launched in July 2012. WeChat makes the connotation of WeChat more rich, popular, become enterprises, media, public organizations, celebrities, personal users and other important operating platform after Weibo. WeChat public platform expanded the functions of WeChat. These functions bring media, marketing, customer service, public service and other application directions to the actual operation of the public platform. And instantly become the major media organizations in the hands of the treasure, the media have created their own public accounts. As of August 2013, WeChat public platform has 30,000 authentication accounts. From the platform function point of view. At present, the main functions of the public platform include multimedia information large-scale push, directional push (according to gender, area, sub-sister and other indicators directed push), one-to-one interaction. Diversified development and intelligent response. Provides a new way for WeChat users to access information, thereby. WeChat's public platform has attracted a lot of attention. QQ.com Sports Channel, owned by the same company, is one of the top sports portals. This paper takes Tencent Sports WeChat subscription number as the research object, through the literature method, the data statistics method, the interdisciplinary research method, the case analysis method. At present, Tencent Sports WeChat subscription number is still in its infancy. With the increasing of users, the influence of Tencent Sports WeChat continues to expand. The development of its information dissemination needs to be improved, especially in the interactive, timeliness, push information form, the depth of information content, page settings and other aspects need to be actively improved. The author from its communication content, communication media and communication effects and other aspects of in-depth analysis and discussion, found its problems in these areas. And to the best of our ability to put forward the following reasonable suggestions. Hope to improve Tencent Sports WeChat Subscription account problems while optimizing the WeChat public platform some unreasonable. Its consummation also drives Tencent Sports WeChat Subscription account to have a better development, the two promote each other to achieve win-win.
【學(xué)位授予單位】：西安體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G80-05;G206

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