本文關(guān)鍵詞：大河網(wǎng)財(cái)經(jīng)微信公眾號問題與對策研究　出處：《鄭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：2012年8月騰訊公司在微信的基礎(chǔ)上開發(fā)出了微信公眾平臺,這一平臺是微信新增的功能模塊之一。通過微信公眾平臺組織及個(gè)人既可以向公眾推送文字、圖片和語音,還可以與受眾進(jìn)行全方位的溝通和互動。微信公眾號作為新的社交媒體,隨著微信用戶的增加其數(shù)量呈現(xiàn)出不斷上漲的趨勢。截至目前,微信公眾號數(shù)量已達(dá)千萬級別,具有了極大的社會影響力。無論是對于微信公眾號傳播主體還是對于微信公眾號用戶來說,其發(fā)展程度與優(yōu)質(zhì)公眾號一直是大家所關(guān)注的話題,對微信公眾號的探討學(xué)界也從未停止過。本文以大河網(wǎng)財(cái)經(jīng)微信公眾號為研究對象,基于5W模式對大河網(wǎng)財(cái)經(jīng)微信公眾號傳播過程中的五要素進(jìn)行分析。通過內(nèi)容分析法和訪談法對大河網(wǎng)財(cái)經(jīng)微信公眾號的內(nèi)容樣本進(jìn)行統(tǒng)計(jì)分析,發(fā)現(xiàn)大河網(wǎng)財(cái)經(jīng)微信公眾號經(jīng)歷了三個(gè)階段,具有新的特點(diǎn)也存在很多問題:傳播主體沒有專業(yè)化運(yùn)營團(tuán)隊(duì)、互動性差;內(nèi)容專業(yè)性不夠、同質(zhì)化嚴(yán)重、形式單一;用戶活躍度低、潛在受眾挖掘不夠等�；ヂ�(lián)網(wǎng)時(shí)代對以用戶為導(dǎo)向的新媒體來說,想要突出重圍,異軍突起,只能做專和精。未來微信公眾號的發(fā)展趨勢之一是更加注重專業(yè)優(yōu)質(zhì)內(nèi)容的輸出。在新媒體傳播中“內(nèi)容為王”依然是第一準(zhǔn)則。隨著河南經(jīng)濟(jì)的不斷發(fā)展壯大,人們對于經(jīng)濟(jì)信息的需求增大,地方財(cái)經(jīng)新聞發(fā)揮出新聞媒介的重要作用,在人們的社會生產(chǎn)和生活中擔(dān)任起重要的角色。提高河南財(cái)經(jīng)新聞的傳播效果具有很強(qiáng)的現(xiàn)實(shí)意義。大河網(wǎng)財(cái)經(jīng)微信公眾號作為人們獲取財(cái)經(jīng)信息,關(guān)注自身和社會發(fā)展的一個(gè)平臺,既要充分遵循財(cái)經(jīng)新聞自身的特點(diǎn),注重財(cái)經(jīng)新聞的專業(yè)性、全局性,同時(shí)又應(yīng)順應(yīng)新媒體時(shí)代受眾的閱讀習(xí)慣生產(chǎn)優(yōu)質(zhì)原創(chuàng)內(nèi)容。因此,大河網(wǎng)財(cái)經(jīng)微信公眾號需要一個(gè)專業(yè)化的運(yùn)營團(tuán)隊(duì)通過鮮明的全局化視角,在保證專業(yè)化的前提下,運(yùn)用新媒體技術(shù)變單一圖文為多媒體可視化內(nèi)容,把財(cái)經(jīng)新聞廣泛、通俗的傳播出去,既給人們提供清晰的決策參考,又使大河網(wǎng)財(cái)經(jīng)微信公眾號在激烈的微信公眾號競爭中做出品牌,擴(kuò)大影響力。
[Abstract]:In August 2012, Tencent developed WeChat public platform based on WeChat, which is one of the new function modules of WeChat. Organization and individual can push text to the public through WeChat public platform. As a new social media, WeChat Official account, as a new social media, has shown a rising trend in the number of micro-credit households. The number of WeChat Official account has reached tens of millions of levels, with great social influence, both for the WeChat Official account dissemination of the main body or for WeChat Official account users. Its development and quality Official account has been a topic of concern to everyone, and the academic circle of WeChat Official account has never stopped. This paper takes Official account as the research object. Based on the 5W model, this paper analyzes the five elements in the process of Official account communication of WeChat WeChat of Dahe net. Through the method of content analysis and interview, the paper makes a statistical analysis on the content samples of Official account of WeChat Financial WeChat of Dahe Network. Found that Dahe network financial WeChat Official account experienced three stages, with new characteristics and there are many problems: the main body of communication has no professional operation team, poor interaction; The content is not professional enough, the homogeneity is serious, the form is single; Users are low in activity, potential audience mining is not enough. The Internet era for the new user-oriented media, want to break out of the siege, emerging. One of the trends of future WeChat Official account is to pay more attention to the output of professional and high quality content. In the new media communication, "content is king" It is still the first criterion. With the development of Henan economy. With the increasing demand for economic information, local financial news plays an important role in news media. Play an important role in people's social production and life. Improve the effect of Henan financial news dissemination has a strong practical significance. Dahe network WeChat Official account as a people to obtain financial information. Pay attention to itself and a platform for social development, we should fully follow the characteristics of financial news, pay attention to the professionalism of financial news, overall. At the same time, should conform to the new media era audience reading habits to produce quality original content. Therefore, Dahe WeChat Official account needs a professional operation team through a clear global perspective. On the premise of professionalization, the new media technology is used to change the single picture and text into multimedia visual content, and to spread the financial news widely and popularly, which provides people with clear decision-making reference. Dahe network financial WeChat Official account in the fierce WeChat Official account competition to make brand, expand influence.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206

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