發(fā)布時(shí)間：2018-01-03 01:39

  本文關(guān)鍵詞：“財(cái)魚(yú)管家”微信公眾號(hào)運(yùn)營(yíng)方案設(shè)計(jì)　出處：《北京印刷學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：目前越來(lái)越多的企業(yè)都開(kāi)通了屬于自己的微信公眾號(hào)。微信公眾號(hào)成為了企業(yè)和用戶之間溝通最便捷的橋梁。研究者有幸接觸到了“財(cái)魚(yú)管家”微信公眾號(hào)的初期規(guī)劃�！柏�(cái)魚(yú)管家”微信公眾號(hào)是為“財(cái)魚(yú)管家”APP營(yíng)銷服務(wù)的,APP和微信公眾號(hào)的名字都是“財(cái)魚(yú)管家”。“財(cái)魚(yú)管家”微信公眾號(hào)是在2015年8月首次申請(qǐng)使用的。由于缺乏運(yùn)營(yíng)經(jīng)驗(yàn)又缺少運(yùn)營(yíng)方案的理論指導(dǎo),微信公眾號(hào)在初期知名度并不高,可以說(shuō)沒(méi)有取得初期預(yù)想的效果。微信公眾號(hào)運(yùn)營(yíng)人員面臨著粉絲量與閱讀量停滯不前等各種各樣的問(wèn)題。所以,改進(jìn)運(yùn)營(yíng)方式、形成有指導(dǎo)意義的運(yùn)營(yíng)方案非常重要。為提高運(yùn)營(yíng)方案的真實(shí)性與可行性,研究者對(duì)十名資深金融類微信公眾號(hào)用戶進(jìn)行了深度訪談,在深度訪談之后做了文本的分析。通過(guò)深度訪談和文本分析,研究者整理出了一套具有現(xiàn)實(shí)意義的運(yùn)營(yíng)方案。方案前部分以調(diào)查、研究、分析為前提,后面部分是在理論性的策略研究基礎(chǔ)上,升華為具體的、操作性較強(qiáng)的運(yùn)營(yíng)方法與步驟。具體的運(yùn)營(yíng)方案包括了“財(cái)魚(yú)管家”微信公眾號(hào)的定位、內(nèi)容生產(chǎn)與編輯、平臺(tái)的搭建、閱讀頁(yè)面的設(shè)計(jì)、微信公眾號(hào)的推廣運(yùn)營(yíng)等細(xì)枝末節(jié)的操作細(xì)節(jié)。除此之外,研究者還對(duì)財(cái)魚(yú)管家的盈利模式作了初步設(shè)想。隨著今后微信公眾平臺(tái)新功能的不斷開(kāi)發(fā)以及“財(cái)魚(yú)管家”微信公眾號(hào)的新的補(bǔ)不足顯現(xiàn),方案還需不斷更新、修正。
[Abstract]:At present, more and more enterprises have opened their own public number WeChat. WeChat has become a public number most convenient bridge between enterprises and users. Researchers have come into contact with the "preliminary planning for the fish house" WeChat public number. "The fish house" WeChat public number is "fish house" APP marketing service the public number APP and WeChat are both named "fish house". "Fish house" is the first application to use the WeChat public number in August 2015. Due to the lack of operational experience and the lack of theoretical guidance of the operation plan, WeChat, in the early stage of public awareness is not high, can be said to have the desired results. WeChat public number operators are faced with the amount of fans and the amount of reading stagnant all sorts of problems. Therefore, improving the operation mode, the formation of operation scheme has guiding significance for the improvement of transport is very important. The authenticity and feasibility of business plan, the researchers conducted in-depth interviews with ten senior financial WeChat public number of users, the text analysis in depth interview. Through in-depth interviews and textual analysis, the researchers sorted out a practical operation scheme before the part of the investigation, research, analysis of the premise, the back part is based on the theory of strategy research on the sublimation of specific operations, effective methods and steps. The specific operation scheme includes positioning the fish house "WeChat public number, content production and editing, platform design, pages, etc. promotion operations WeChat public number all the minor details details of the operation. In addition, the researchers also profit model of fish Butler has made the preliminary idea. With the continuous development of new features in the future WeChat public platform and" fish tube The new complements of the WeChat public show that the scheme needs to be updated and revised.

【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49;G206-F

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