本文關(guān)鍵詞：新聞資訊App的“異軍”突圍：《知乎日報》發(fā)展策略研究　出處：《西南大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 新聞資訊App 知乎日報 發(fā)展策略

【摘要】：移動互聯(lián)網(wǎng)時代,新聞和資訊的傳播平臺發(fā)生了重大改變。2010年之后,智能手機等新型移動終端逐漸普及,隨之誕生的App(移動應(yīng)用程序)為新聞資訊帶來了新的載體。新環(huán)境下,受眾的閱讀習(xí)慣、閱讀興趣和閱讀需求日新月異,目前一些傳統(tǒng)的新聞資訊App已經(jīng)無法滿足受眾的個性化需求;受眾的自身角色也在慢慢發(fā)生轉(zhuǎn)變,逐漸成為媒體內(nèi)容的重要生產(chǎn)主體。本篇論文以近兩年新聞資訊App中突圍的“異軍”——《知乎日報》為研究對象,選擇“用戶生產(chǎn)內(nèi)容”的獨特視角,探究其相比其他新聞資訊App,擁有更長的人均閱讀時間、能夠在短時間獲得大量忠實用戶的原因,希冀能夠為國內(nèi)新聞資訊App的發(fā)展提供一條可以借鑒的新路徑。本篇論文一開始對國內(nèi)新聞資訊App的發(fā)展?fàn)顩r進(jìn)行了詳細(xì)的梳理,認(rèn)為目前國內(nèi)新聞資訊App的發(fā)展?fàn)顩r有以下三個特點:高速成長,規(guī)模龐大覆蓋面廣;種類繁多,發(fā)展水平不均衡;競爭激烈,同質(zhì)化現(xiàn)象凸顯,為之后《知乎日報》的發(fā)展策略研究奠定背景依據(jù)。接著,本篇論文對《知乎日報》App和它依托的母體——知乎社區(qū)進(jìn)行了簡單介紹,分析得出《知乎日報》產(chǎn)生的動因:首先,互聯(lián)網(wǎng)時代“認(rèn)知盈余”的現(xiàn)象是《知乎日報》得以產(chǎn)生的重要保障;再次,信息過剩的今天,受眾需求從獲取大量信息轉(zhuǎn)變?yōu)榛诤Ａ啃畔⒌臋?quán)威整合,而《知乎日報》正好適應(yīng)了受眾的這一需求;再次,基于興趣和社交的“社會化閱讀”也催生了《知乎日報》這樣提供個性化閱讀內(nèi)容的新聞資訊產(chǎn)品的誕生。隨后,從“內(nèi)容策略”“編輯策略”“推廣策略”三個方面,對《知乎日報》的發(fā)展策略進(jìn)行了剖析。內(nèi)容策略方面,來自知乎社區(qū)用戶創(chuàng)造問答內(nèi)容、專業(yè)和權(quán)威的精英用戶主導(dǎo)內(nèi)容、以民主投票評選的方式激勵用戶生產(chǎn)優(yōu)質(zhì)內(nèi)容的策略,使《知乎日報》形成了一種全然不同于傳統(tǒng)新聞資訊App的信源采集心態(tài),憑借源源不斷的優(yōu)質(zhì)內(nèi)容在競爭激烈的新聞資訊App市場中屹立不敗。編輯策略是全文的重點部分,首先,編輯對高關(guān)注度的社區(qū)話題進(jìn)行精選推薦,與用戶進(jìn)行“雙重把關(guān)”;其次,編輯重視用戶的需求,以用戶為導(dǎo)向,進(jìn)行個性化推薦;再次,《知乎日報》編輯的“美容師”職能被弱化,保證受眾能有原汁原味的閱讀體驗;最后,重視所挑選文章的價值屬性,編輯力求以最專業(yè)、權(quán)威的態(tài)度打造《知乎日報》的內(nèi)容。推廣策略方面,主要分析了知乎品牌建設(shè)與矩陣“互哺”的推廣策略。首先,《知乎日報》和知乎社區(qū)之間通過技術(shù)相互連接,能夠互相從對方平臺獲得用戶;其次,它們基于話題,共同依靠各種社會化媒體進(jìn)行推廣;最后,還通過出版品牌書籍,舉辦線上線下活動進(jìn)行推廣。本文認(rèn)為,在用戶體驗和用戶需求至上的今天,在碎片化、個性化的新媒體環(huán)境下,新聞資訊App也需要順應(yīng)時代環(huán)境的發(fā)展和變化,積極拓展內(nèi)容來源渠道,嘗試采用個性化編排方式,革新推廣傳播理念,創(chuàng)新盈利模式。《知乎日報》充分利用了知乎社區(qū)的高質(zhì)量免費資源,形成了App依托社區(qū)、App與社區(qū)“互哺”的創(chuàng)新發(fā)展方式,為其他新聞資訊App提供了一條可供借鑒的發(fā)展道路。
[Abstract]:In the age of mobile Internet, great changes have taken place in the communication platform of news and information. After 2010, new mobile terminals, such as smart phones, were gradually popularized, and the App (mobile application) brought new carriers for news information. Under the new environment, the audience's reading habits, reading interest and demand change rapidly, some traditional news App has been unable to meet the personalized needs of the audience; the audience's own role is slowly changing, the main production has gradually become the important media content. This paper through nearly two years of news and information in the App "differentarmed" -- "know almost daily" as the research object, select the unique perspective of "user generated content", explore its compared to other news App, with longer per capita reading time, can obtain the reason of large amount of loyal users in a short time, a the new path can be a reference for the development of hope for the domestic news App. This paper first gives a detailed review on the development condition of the domestic news App, that currently has the following three characteristics of development status of domestic App news: high growth, huge variety, wide coverage; unbalanced development; competition, highlighting the phenomenon of homogenization, after "established background knowledge according to the research on the development strategy of daily". Then, this article on "App" to know almost daily and it relies on the parent knows the community were introduced, motivation analysis "know almost daily" have: first, the age of the Internet "cognitive surplus" phenomenon "is an important guarantee to know almost daily" was produced; again, information overload today, the audience needs to get a lot of information from the authority into the integration of the mass information based on the "know almost daily" just to adapt to the needs of the audience; thirdly, based on the social interest and the "social reading" also spawned "know almost daily" so as to provide personalized news information and read the contents of the product was born. Then, from three aspects of "content strategy", "editing strategy" and "promotion strategy", the development strategy of "Zhi Yu daily" was analyzed. The content of strategy, from the known community users create quiz content, professional and authoritative content, leading to the Democratic elite users voted way to motivate users to the production of high quality content strategy, to "know almost daily" to form a source collection mentality is totally different from the traditional App news, with quality content in Everfount the fierce competition in the App market news stand undefeated. Editing strategy is the key part, first, edit selection recommendation on the high degree of concern of the community topic, "double check" with the user; secondly, editors pay attention to the needs of users, user oriented, personalized recommendation; thirdly, "know almost daily" editorial "beautician" function was weakened. The audience can guarantee the original reading experience; finally, the value of the selected attribute value, edit to the most professional and authoritative attitude to create "know almost daily" content. The promotion strategy, the main analysis of the knowledge on brand building and matrix "feed each other" promotion strategy. First of all, the "Daily" and know almost knows the community connected to each other through technology, users can get each other from the platform; secondly, they are based on a common topic, rely on a variety of social media promotion; finally, through publishing brand books, held online and offline promotion activities. This paper argues that, in the user experience and user needs first today, in the fragmented, personalized new media environment, App news also need to comply with the time development and environmental changes, and actively expand the content sources, try to use personalized layout, innovation ideas, innovative profit model. "Know almost daily" make full use of the knowledge resources of high quality free between the community, the development of innovative ways to form App App, relying on the community and community "mutual benefit", provides a reference for the development of the way for other news App.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：G206

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