網(wǎng)球類微信公眾號傳播特性及發(fā)展策略研究
發(fā)布時間：2018-11-15 10:13
【摘要】：研究網(wǎng)球類微信公眾微信號的目的在于可以了解到網(wǎng)球方面的微信公眾號的發(fā)展現(xiàn)狀,并且通過此研究中對網(wǎng)球類的微信公共號進(jìn)行分類,根據(jù)兩者進(jìn)行閱讀量和點贊數(shù)等數(shù)據(jù)之間的比較,來分析比較出之間的共性和差異,文章質(zhì)量和存在的優(yōu)勢和劣勢,再從整體的網(wǎng)球類微信公眾號進(jìn)行總結(jié)和分析出網(wǎng)球類微信公眾號整體的以及所存在的問題,在研究中去分析網(wǎng)球類微信公眾號將來的發(fā)展做出相應(yīng)的對策最后進(jìn)行總結(jié)和建議。在2016年,騰訊公司公布了2016年的業(yè)績報表,其中關(guān)于微信這個App整體已經(jīng)覆蓋了90%以上的智能手機,在2013-2016年每月用戶活躍量處于持續(xù)上升狀態(tài),在2016年更是達(dá)到了5.49億人。網(wǎng)球相關(guān)企業(yè)、媒體競爭發(fā)展在宣傳方面看到微信公眾號平臺成為當(dāng)今熱門應(yīng)用都來進(jìn)行摸索和試水,并且微信公眾號只需要用戶通過手機即可閱覽到推送的消息,便于與用戶在虛擬與現(xiàn)實的交際圈中進(jìn)行分享和交流。本文采用了文獻(xiàn)資料法、隨機抽樣法、數(shù)據(jù)分析法、對比分析法和邏輯分析法,通過分析對于網(wǎng)球類微信公眾號得出以下結(jié)果:網(wǎng)球類微信公眾號傳播特性為傳播形式相對固定、網(wǎng)球類公眾微信號傳播內(nèi)容相對單一、在品牌價值的塑造上存在差異、在內(nèi)容傳播的影響力度上存在差距。網(wǎng)球類微信公眾號存在推送時間點混亂,沒有固定的推送時間點、認(rèn)證與非認(rèn)證網(wǎng)球類文章傳播影響差距較大的問題。整理出合理統(tǒng)一的推送時間;加強網(wǎng)球類微信公眾號的特色傳播內(nèi)容的形式;提高推送內(nèi)容能夠質(zhì)量,原創(chuàng)文章是提高閱讀量的要素之一;非認(rèn)證網(wǎng)球類公眾號可以進(jìn)行認(rèn)證的轉(zhuǎn)化,樹立權(quán)威品牌的發(fā)展對策�？偨Y(jié)出目前網(wǎng)球類微信公眾號的發(fā)展還處于一個起步階段,主體與自身的定位相對比較符合,但還有許多的方面需要完善,還存在著推送時間點混亂,沒有統(tǒng)一的推送時間段、推送內(nèi)容類別單一、認(rèn)證與非認(rèn)證網(wǎng)球類文章質(zhì)量差距較大等問題。目前還沒有一位能夠達(dá)到優(yōu)秀微信公眾號平臺的行列中。給予網(wǎng)球類微信公眾號的平臺建設(shè)中,需要加強自身公眾號的定位,豐富推送消息內(nèi)容以及規(guī)范推送消息,加大文章的質(zhì)量是未來提升網(wǎng)球類微信公眾號品質(zhì)的重要因素。網(wǎng)球類微信公眾號必需根據(jù)自身發(fā)展的需要和特點對存在的問題來進(jìn)行相對的改進(jìn),加大推送消息的傳播內(nèi)容形式,保證推送內(nèi)容質(zhì)量,統(tǒng)一規(guī)范推送時間段的建議。
[Abstract]:The purpose of studying the public microsignal of tennis WeChat is to know the current situation of the development of the public number of WeChat in tennis, and to classify the public number of WeChat in this study. According to the comparison between the two data, such as reading quantity and likes, this paper analyzes and compares the commonness and difference, the quality of the article and the advantages and disadvantages of the article. Then from the overall tennis WeChat public number summary and analysis of tennis WeChat public number as a whole and the existing problems, In the study to analyze the future development of tennis WeChat public to make the corresponding countermeasures and suggestions. In 2016, Tencent released its 2016 results report, in which WeChat, the App as a whole, covered more than 90 percent of smartphones, and monthly user activity continued to rise in 2013-2016. It reached 549 million in 2016. Tennis related enterprises, the development of media competition in the promotion of WeChat public number platform has become a hot application to explore and test water, and WeChat public number only need users through the mobile phone to read the push news, Easy to share and communicate with users in virtual and real world. This paper adopts the methods of literature, random sampling, data analysis, contrast analysis and logic analysis. Through the analysis of the tennis WeChat public number obtained the following results: tennis WeChat public number transmission characteristics for the transmission form is relatively fixed tennis public microsignal communication content is relatively single there are differences in brand value shaping. There is a gap in the impact of content dissemination. Tennis WeChat public number has the confusion of push time point, no fixed push time point, and the difference between authentication and non-authentication tennis article communication. Arranging the reasonable and unified push time, strengthening the form of the characteristic communication content of the tennis WeChat public number, improving the quality of the push content, the original article is one of the elements to improve the reading quantity; Non-attestation tennis public number can be transformed into authentication and establish the development countermeasures of authoritative brand. It is concluded that the development of the tennis WeChat public number is still in its infancy, the main body is relatively consistent with its own positioning, but there are still many aspects to be improved, and there is still confusion in the push time point and there is no unified push time period. Push content category is single, authentication and non-certification tennis articles quality gap and so on. At present, no one has been able to reach the excellent WeChat public number platform in the ranks. In the construction of the platform to give the tennis WeChat public number, it is necessary to strengthen the positioning of its own public number, enrich the content of push message and standardize the push message, and increase the quality of the article is an important factor to improve the quality of the public number of tennis WeChat in the future. The public number of tennis WeChat must make relative improvement according to its own development needs and characteristics, increase the content form of push message, guarantee the quality of push content, and unify the suggestion of standard push time period.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206;G845
本文編號：2333003
[Abstract]:The purpose of studying the public microsignal of tennis WeChat is to know the current situation of the development of the public number of WeChat in tennis, and to classify the public number of WeChat in this study. According to the comparison between the two data, such as reading quantity and likes, this paper analyzes and compares the commonness and difference, the quality of the article and the advantages and disadvantages of the article. Then from the overall tennis WeChat public number summary and analysis of tennis WeChat public number as a whole and the existing problems, In the study to analyze the future development of tennis WeChat public to make the corresponding countermeasures and suggestions. In 2016, Tencent released its 2016 results report, in which WeChat, the App as a whole, covered more than 90 percent of smartphones, and monthly user activity continued to rise in 2013-2016. It reached 549 million in 2016. Tennis related enterprises, the development of media competition in the promotion of WeChat public number platform has become a hot application to explore and test water, and WeChat public number only need users through the mobile phone to read the push news, Easy to share and communicate with users in virtual and real world. This paper adopts the methods of literature, random sampling, data analysis, contrast analysis and logic analysis. Through the analysis of the tennis WeChat public number obtained the following results: tennis WeChat public number transmission characteristics for the transmission form is relatively fixed tennis public microsignal communication content is relatively single there are differences in brand value shaping. There is a gap in the impact of content dissemination. Tennis WeChat public number has the confusion of push time point, no fixed push time point, and the difference between authentication and non-authentication tennis article communication. Arranging the reasonable and unified push time, strengthening the form of the characteristic communication content of the tennis WeChat public number, improving the quality of the push content, the original article is one of the elements to improve the reading quantity; Non-attestation tennis public number can be transformed into authentication and establish the development countermeasures of authoritative brand. It is concluded that the development of the tennis WeChat public number is still in its infancy, the main body is relatively consistent with its own positioning, but there are still many aspects to be improved, and there is still confusion in the push time point and there is no unified push time period. Push content category is single, authentication and non-certification tennis articles quality gap and so on. At present, no one has been able to reach the excellent WeChat public number platform in the ranks. In the construction of the platform to give the tennis WeChat public number, it is necessary to strengthen the positioning of its own public number, enrich the content of push message and standardize the push message, and increase the quality of the article is an important factor to improve the quality of the public number of tennis WeChat in the future. The public number of tennis WeChat must make relative improvement according to its own development needs and characteristics, increase the content form of push message, guarantee the quality of push content, and unify the suggestion of standard push time period.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206;G845
【相似文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前2條
1 魏珊珊;網(wǎng)球類微信公眾號傳播特性及發(fā)展策略研究[D];成都體育學(xué)院;2017年
2 張燕妮;手機報紙研究[D];廣西大學(xué);2008年
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