本文關(guān)鍵詞： 文學(xué)期刊 微信公眾號 轉(zhuǎn)型 融合　出處：《南京師范大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：我國文學(xué)期刊自上世紀(jì)90年代起,逐漸從鼎盛走向衰落,在社會生活和媒體格局中都呈現(xiàn)出邊緣化趨勢。這其中有文學(xué)期刊自身的問題：資金短缺、辦刊方式和經(jīng)營理念的落后、文學(xué)生產(chǎn)機(jī)制的不健全、創(chuàng)作題材與視野的局限等等；另一方面則是媒介融合的加劇與數(shù)字新媒體的快速發(fā)展所帶來的巨大沖擊。傳統(tǒng)的文學(xué)期刊在接受終端、傳播速度、傳播效果上都遠(yuǎn)不及新媒體：在受眾資源、盈利空間、傳播渠道上也遭受到新媒體的大幅擠壓,導(dǎo)致近年來國內(nèi)多家老牌文學(xué)期刊相繼�？�。面對數(shù)字新媒體帶來的巨大沖擊,文學(xué)期刊逐漸從被動適應(yīng)轉(zhuǎn)向積極轉(zhuǎn)型融合,在困境中探索突圍之路。文學(xué)期刊的轉(zhuǎn)型經(jīng)歷了改版和數(shù)字化兩個階段,近年來,以微信為代表的新媒體的崛起更是給文學(xué)期刊帶來了巨大的機(jī)遇和挑戰(zhàn)。微信作為當(dāng)下最炙手可熱的手機(jī)通訊工具,在媒介融合中的角色地位日益彰顯,成為政府部門、企業(yè)、傳統(tǒng)媒體以及個人信息發(fā)布和傳播的重要平臺之一。眾多文學(xué)期刊為了拓寬傳播渠道,紛紛開通微信公眾號,利用微信公眾平臺豐富而強(qiáng)大的技術(shù)功能與服務(wù),探索新的數(shù)字化融合轉(zhuǎn)型模式,不失為一種低成本、高效率的品牌延伸和數(shù)字化運(yùn)營嘗試。本文以《小說月報》、《讀者》和《萌芽》三個不同類型、具有代表性的文學(xué)期刊的微信公眾號為例,通過案例分析的方法,從媒介融合的視角分析其宣傳營銷、內(nèi)容形式、用戶互動、品牌形象等方面的運(yùn)營特點,總結(jié)歸納文學(xué)期刊公眾號運(yùn)營的基本模式,對比三類文學(xué)期刊公眾號運(yùn)營的區(qū)別和各自的側(cè)重點；分析文學(xué)期刊與微信融合的優(yōu)勢,指出公眾號運(yùn)營中存在的問題,并從媒介運(yùn)營與管理的視角出發(fā),提出相應(yīng)的解決對策。文章在最后回到文學(xué)和文學(xué)期刊本身,借鑒國外期刊行業(yè)轉(zhuǎn)型發(fā)展的成功案例,對我國文學(xué)期刊未來的發(fā)展趨勢做了預(yù)測和展望；深入思考媒介融合這把“雙刃劍”對文學(xué)期刊產(chǎn)生的影響,以及存在于整個文學(xué)期刊產(chǎn)業(yè)的根本性問題,以期給文學(xué)期刊未來的轉(zhuǎn)型發(fā)展提供一些借鑒和參考。
[Abstract]:China's literary journals since the last century since 90s, gradually from prosperity to decline, in the social life and media pattern are shown in the marginalization trend. The literary journal own problems: shortage of funds, management style and philosophy behind, literary production mechanism is not perfect, the creation theme and the limitations of vision etc. on the other hand; it is a huge impact brought by the rapid development of new media and digital media convergence intensified. The propagation speed of the traditional literary journals in the receiving terminal, and communication effects are far less than the new media: the profit space in the audience, resources, communication channels are also subject to the new media in recent years led to a squeeze, to many domestic old literature periodical publication after the huge impact. In the face of new digital media brings, literary periodicals gradually from passive adaptation to positive transformation fusion, exploring the way out of the predicament The transformation of the literary journal. Through the revision and digitization of two stages, in recent years, the rise of new media represented by WeChat also brought great opportunities and challenges to the literary journal. WeChat as the most sought after mobile phone communication tools, integration in the media's role is playing an increasingly active role, become government departments. The enterprise, the traditional media and one of the important platform of personal information publishing and dissemination. Many literary journals in order to broaden the channels of communication, have opened WeChat public number, using the technology of WeChat public platform rich and powerful and service, to explore the digital integration of new transition mode, is a kind of low cost, high efficiency of brand extension and digital operation try. This novel monthly < >, < > and < > budding readers three different types of literary journals, WeChat public, as a typical example, through case analysis Methods analyze the marketing content, form, user interaction from the perspective of media convergence, the operating characteristics of the brand image and other aspects, summarizes the basic mode of literary periodicals in public operations, the comparison between three kinds of literary periodicals in public operations and their focus; analysis of literary periodicals and the integration of WeChat advantage, pointed out the existence of the public on the problems in the running, and starting from the perspective of media operation and management, and put forward the corresponding countermeasures. At the end of the paper to the literature and literary journals, from success stories of foreign periodicals industry restructuring and development, the future development trend of China's literary journal has made the forecast and prospect; think deeply influence this media convergence the "double-edged sword" in the literary journal, and exists in the whole literary periodicals industry fundamental problems, with a view to the future development of the transformation of literary journals provide a Some reference and reference.

【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：G237.5;G206
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本文編號：1530162