發(fā)布時間：2018-02-23 22:23

  本文關(guān)鍵詞： 出版社 微信公眾號 影響力 評價模型　出處：《武漢大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：微信公眾平臺自上線以來,以其精準(zhǔn)的營銷和服務(wù)定位、高效的傳播率和信息到達(dá)率,迅速得到各行各業(yè)的青睞。建立微信平臺,進(jìn)行微信營銷,也逐漸成為出版社所重視的新型營銷渠道和營銷方式。然而大多數(shù)出版社入駐微信公眾平臺的時間較短,其微信運營處于起步和探索階段,內(nèi)容質(zhì)量的優(yōu)劣、傳播方式的好壞、傳播效果的大小等問題也隨之引發(fā)業(yè)內(nèi)人士的廣泛思考,并成為當(dāng)前出版社微信營銷實踐發(fā)展中的焦點問題。本研究基于影響力形成理論,通過建立較為完整的、具有針對性和可行性的出版社微信公眾號影響力評價模型,評估出版社微信公眾號運營效果,分析其存在的問題,并提出相關(guān)建議,對出版社有針對性地改進(jìn)微信運營策略具有重要的現(xiàn)實意義。論文首先簡介了本研究的相關(guān)背景和研究意義,明確研究內(nèi)容、思路和主要方法,并對近年來的相關(guān)研究文獻(xiàn)進(jìn)行了比較系統(tǒng)的梳理和分析;其次,以媒介影響力形成理論為理論基礎(chǔ),并結(jié)合出版業(yè)和出版社之特點,運用灰色統(tǒng)計法、專家評判法、層次分析法等方法,構(gòu)建了出版社微信公眾號影響力評價模型;再次,選擇全國少兒出版社為樣本,對本研究所得的出版社微信公眾號影響力評價模型進(jìn)行了應(yīng)用性研究;最后,根據(jù)評價結(jié)果,分析出版社在微信公眾號運營中存在的主要問題,提出相應(yīng)的改進(jìn)策略和建議,以及總結(jié)本研究的局限與不足,提出對未來相關(guān)研究的展望。這部分亦是本研究針對當(dāng)前出版社微信營銷實踐發(fā)展問題思考與解決之需求的一種回應(yīng),是本研究目的的起始點。本研究主要在以下三個方面有所創(chuàng)新或新意:一是構(gòu)建了出版社微信公眾號影響力評價模型,與其他微信影響力評價指標(biāo)體系相比,對出版社而言更具針對性;二是以媒介影響力形成理論為基礎(chǔ),在選取評價指標(biāo)時綜合考察結(jié)果性指標(biāo)與過程性指標(biāo),并運用灰色統(tǒng)計法、專家評判法、層次分析法等方法,使評價模型具有較高的可信度和可操作性;三是在實證分析的基礎(chǔ)之上,提出了出版社微信公眾號影響力的提升策略,為出版企業(yè)更好地運營微信平臺提供決策依據(jù)。
[Abstract]:WeChat public platform has been favored by all kinds of industries for its precise marketing and service positioning, efficient dissemination rate and information arrival rate since it was launched online, so as to establish a WeChat platform and carry out WeChat marketing. However, most publishing houses have been living on WeChat public platform for a short time, their WeChat operation is at the beginning and exploring stage, the quality of content, the quality of content, the quality of communication, the quality of the content, the quality of the content, the quality of the content, and the quality of the communication mode. The problems such as the size of the communication effect also lead to a wide range of thinking in the industry, and become the focus of the development of the current marketing practice of WeChat Publishing House. This study is based on the theory of influence formation, through the establishment of a more complete, A targeted and feasible model for evaluating the influence of Official account on WeChat Publishing House, evaluating the operational effect of Official account in WeChat Publishing House, analyzing its existing problems, and putting forward some relevant suggestions. It has important practical significance for publishing house to improve WeChat operation strategy. Firstly, the paper introduces the relevant background and research significance of this research, and clarifies the research contents, ideas and main methods. Secondly, based on the theory of media influence formation, and combining the characteristics of publishing industry and publishing house, the author applies grey statistics method and expert evaluation method. The influence evaluation model of Official account of WeChat Publishing House is constructed by AHP and other methods. Thirdly, the applied research is carried out on the influence evaluation model of Elis_person1# of WeChat Publishing House, which is obtained by this study, which is selected as the sample of the National Children's Publishing House. Finally, according to the evaluation results, this paper analyzes the main problems existing in the operation of WeChat Official account, puts forward the corresponding improvement strategies and suggestions, and summarizes the limitations and shortcomings of this study. This part is also a response to the need of thinking and solving the problems of marketing practice development in current publishing house WeChat. It is the starting point of this study. This research mainly has some innovation or new ideas in the following three aspects: first, it constructs the influence evaluation model of publishing house WeChat Official account, compared with other WeChat influence evaluation index system, Secondly, on the basis of the theory of media influence formation, the author synthetically inspects the result index and the process index when selecting the evaluation index, and uses the grey statistics method, expert evaluation method, analytic hierarchy process method and so on. The evaluation model has high credibility and maneuverability. Thirdly, on the basis of empirical analysis, this paper puts forward the strategy of promoting the influence of publishing house WeChat Official account, which provides the decision basis for publishing enterprises to operate WeChat platform better.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G230.7

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本文編號：1527858