【摘要】：在信息過(guò)載、受眾碎片化以及受眾信息接觸習(xí)慣變化等因素推動(dòng)下,出版社基于其自身轉(zhuǎn)型的需要以及微信平臺(tái)所具有的社交價(jià)值與媒介價(jià)值,紛紛開(kāi)展微信營(yíng)銷傳播。出版社微信營(yíng)銷傳播的開(kāi)展是對(duì)受眾主體性地位的認(rèn)可與強(qiáng)調(diào)。在對(duì)全國(guó)百佳圖書出版單位(百佳出版社)這一對(duì)象的研究過(guò)程中,同時(shí)選取了300篇出版社微信文章作為內(nèi)容文本。實(shí)證調(diào)查及內(nèi)容分析顯示,百佳出版社微信營(yíng)銷傳播要素具有以下特點(diǎn):應(yīng)用現(xiàn)狀上,開(kāi)設(shè)時(shí)間不一、認(rèn)證率高;推送時(shí)間契合受眾生活軌跡。識(shí)別體系上,多使用拼音形態(tài)的微信號(hào);其功能介紹內(nèi)容方面多強(qiáng)調(diào)平臺(tái)功能定位、語(yǔ)言風(fēng)格則以獨(dú)白體為主;其頭像設(shè)計(jì)主要是其社標(biāo)跨平臺(tái)的沿用;其功能菜單實(shí)現(xiàn)了分級(jí)與分類、導(dǎo)向清晰且注重多媒體平臺(tái)的融合。傳播內(nèi)容上,百佳出版社多使用兩種或兩種以上的信息形態(tài),且主要呈現(xiàn)為“圖片+文字”形態(tài);其內(nèi)容策略主要是以圖書為核心,注重經(jīng)典書籍的與新書的推介;其內(nèi)容風(fēng)格以平鋪直敘式為主,兼具有口語(yǔ)式風(fēng)格;其內(nèi)容理念是注重原創(chuàng),原創(chuàng)性文章在其總體傳播內(nèi)容中占有一定比例。傳播效果上,其微信文章的閱讀數(shù)增長(zhǎng)平穩(wěn),頭條文章是出版社微信文章的閱讀的主要貢獻(xiàn)者;其點(diǎn)贊數(shù)相對(duì)較少,說(shuō)明受眾對(duì)傳播內(nèi)容的認(rèn)可度一般。對(duì)數(shù)據(jù)挖掘與分析后發(fā)現(xiàn),百佳出版社微信營(yíng)銷傳播共存在四個(gè)方面的問(wèn)題。一是傳播應(yīng)用缺乏規(guī)劃且沒(méi)有明確的平臺(tái)定位。二是識(shí)別系統(tǒng)同質(zhì)現(xiàn)象嚴(yán)重,審美設(shè)計(jì)老化。三是傳播內(nèi)容質(zhì)量整體上參差不齊,主題模糊,內(nèi)容缺乏感染力。四是傳播效果評(píng)價(jià)過(guò)于強(qiáng)調(diào)閱讀數(shù)與點(diǎn)贊數(shù)指標(biāo),受眾互動(dòng)重復(fù)單一。為解決出版社微信營(yíng)銷傳播存在的問(wèn)題,可從明確定位與傳播路徑,設(shè)立差異化識(shí)別系統(tǒng),豐富內(nèi)容主題與實(shí)行多樣化表達(dá)、建立綜合性效果評(píng)價(jià)體系與增加受眾互動(dòng)等方面發(fā)力。以此,促進(jìn)百佳出版社微信營(yíng)銷傳播的良性發(fā)展,并為出版行業(yè)提供借鑒意義。
[Abstract]:Under the factors of information overload, audience fragmentation and changes in information contact habits, publishers have launched WeChat marketing communication based on the needs of their own transformation and the social value and media value of WeChat platform. The marketing communication of WeChat Publishing House is the recognition and emphasis of the subjective position of the audience. In the course of the research on the subject of the best publishing unit of the country, 300 WeChat articles are selected as the content text. Empirical investigation and content analysis show that the marketing communication elements of Baijia Publishing House WeChat has the following characteristics: the application of the current situation, different opening time, high certification rate; push time fits the life track of the audience. In the recognition system, the microsignal of pinyin form is used mostly; the content of its function introduction emphasizes the platform function orientation, the language style is monologue, the head design is mainly used in the cross platform of its social standard; The functional menu realizes classification and classification, with clear guidance and emphasis on the fusion of multimedia platform. On the content of communication, Baijia Publishing House mostly uses two or more kinds of information forms, and mainly presents the form of "Picture text", its content strategy is mainly about the book as the core, pays attention to the introduction of classical books and new books; Its content style is mainly composed of plain style and oral style; its content concept is original and original articles occupy a certain proportion in its overall communication content. In terms of communication effect, the number of reading of WeChat articles increases steadily, and the headline article is the main contributor to the reading of WeChat articles, and the number of likes is relatively small, which shows that the audience's acceptance of the content of communication is general. After data mining and analysis, it is found that there are four problems in marketing communication of best publishing house WeChat. The first is the lack of planning and lack of a clear platform for communication applications. Second, the recognition system homogeneity phenomenon is serious, aesthetic design aging. Third, the quality of communication content on the whole uneven, vague themes, lack of infectious content. Fourth, the evaluation of communication effect emphasizes the index of reading number and likes number too much, and the interaction of audience is single. In order to solve the problems existing in the marketing communication of WeChat Publishing House, we can set up a differential identification system to enrich the content theme and carry out diversified expression from a clear position and communication path. Establish comprehensive effect evaluation system and increase audience interaction and so on. In order to promote the sound development of marketing and communication of Baijia Publishing House WeChat, and provide reference for the publishing industry.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G230.7-F

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