本文選題：高校官微 + 內容營銷��； 參考：《首都經濟貿易大學》2017年碩士論文

【摘要】：自2011年微信平臺推出以來,人們對微信的應用就越來越廣。在微信平臺的功能逐步完善的同時,人們借助它強大的社交優(yōu)勢,將它作為企業(yè)或個人的營銷工具。人們可以在微信平臺將語音、圖文、小視頻等不同形式的內容,推送給用戶、好友或朋友圈。微信平臺與移動互聯(lián)網技術完美的結合,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,使它成為當下主流的營銷工具。高校微信公眾平臺是校報、校園新聞網、校電視臺、廣播臺、學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著“價值引領、新聞發(fā)布、文化傳承、形象塑造”的職能,也更多地被稱為“官方微信”。本文結合內容營銷理論,試圖探析高校官方微信應該如何策劃、運營,以提高發(fā)布內容的閱讀量、提升傳播效果。筆者在本文中,試圖建立微信公眾號營銷效果的評估模式及效果評估的關鍵指標,通過對某高校官方微信公眾號在2016年9月1日—12月31日期間,推送的圖文消息的各項指標,及該微信公眾號在此期間的運營情況的相關數(shù)據的統(tǒng)計、分析,探析影響該微信公眾號內容營銷過程中,影響營銷效果的因素,并根據評估結果,提出提升營銷效果的意見和建議。在結構上,本文共有六章內容。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,并對前期閱讀的相關書籍、文獻資料進行了整理,對相關理論做了分析。結合微信營銷、內容營銷相關理論,應用AISAS理論構建了本文對研究對象的評估模式。之后在第3章部分介紹了研究對象:某高校官方微信公眾號的運營情況及運營特征。在第4章中,筆者應用構建的評估模式,對研究對象從幾個關鍵指標上進行了分析、評估,并得出相關結論。第5章中,本文結合得出的結論,通過對研究對象某高校官方微信公眾號推送的圖文消息的案例分析,總結并建議了提高微信內容營銷、高校官方微信內容營銷效果的策略。本研究基于某高校官方微信公眾號內容的評估結果,總結了高校官方微信開展內容營銷應該考慮的策略,主要有以下四點:1.設法增加關注用戶量;2.合理安排推送消息的頻率和時間;3.制作有吸引力的圖文消息標題;4.加強原創(chuàng)類圖文消息策劃。本文的研究價值體現(xiàn)在以下幾個方面:一是補充了高校官方微信平臺語境下的營銷理論,使高校官方微信營銷研究更加全面;二是針對某高校官方微信公眾號的內容進行了詳細的評估與分析;三是對高校官方微信公眾平臺今后如何更好地提升其營銷效果提出了建議。
[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.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F724.6

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本文編號：1947949