本文選題：微信公眾號　切入點：軟文　出處：《沈陽師范大學》2017年碩士論文　論文類型：學位論文

【摘要】：微信公眾號的軟文現(xiàn)象越來越受到業(yè)界的關注,動輒幾十萬一條的軟文報價讓公眾號運營者嘗到了內(nèi)容變現(xiàn)的甜頭,良好的傳播效果也讓企業(yè)達到了應有的宣傳目的,但是對于這個新興領域一直以來缺乏學者的深入研究,筆者在日常的觀察和實踐過程中得以近距離接觸軟文營銷的整個過程,特將研究重點放在微信公眾號的軟文營銷上,通過資料收集和分析主要剖析在微信公眾號這個新平臺上,如何借助全新的載體進行軟文營銷,并從中展望軟文營銷的未來發(fā)展�，F(xiàn)階段,國內(nèi)學者對軟文的研究雖然不少,但大多針對傳統(tǒng)媒體上的軟文,對于不斷涌現(xiàn)的新媒介上的軟文研究甚少,因此,本文嘗試綜合運用文獻分析、個案分析和文本分析的方法對微信公眾號軟文營銷的各個方面進行考察,針對這個尚未被深入研究的領域做一個全面的剖析,進而發(fā)現(xiàn)其中存在的問題,提出行之有效的解決方法。本文主要圍繞微信公眾號的軟文營銷進行研究,共分為三個部分。第一部分為緒論,主要闡述了研究緣起和研究的實用意義,針對研究的空白點,論述了此選題所具有的價值。在國內(nèi)外研究現(xiàn)狀的論述部分,通過總結(jié)學界對于軟文和軟文營銷的研究,在這些研究的基礎上形成本文的研究方向并針對研究對象運用科學的方法,做到角度創(chuàng)新。第二部分是論文的主體部分,一共包括五章。第一章先分析了微信公眾號軟文營銷產(chǎn)生的原因,其次著重分析軟文概念,通過從新聞媒體規(guī)范領域、公共關系領域、廣告領域?qū)浳倪M行辨析,將本文所討論的軟文概念限定在廣告領域,并從微信公眾號軟文營銷和傳統(tǒng)軟文營銷的關系入手,分析得出微信公眾號軟文營銷的概念;第二章對微信公眾號軟文營銷的模式進行了剖析,構(gòu)建出微信公眾號軟文營銷的Q-G-K-D模式,并著重分析了各個主體在Q-G-K-D模式中扮演的角色,最后通過“路虎”軟文的實例分析模式功能的實現(xiàn);第三章結(jié)合實際案例將軟文營銷步驟總結(jié)為三步,從挖掘企業(yè)訴求到軟文寫作,最后到軟文發(fā)布和效果評估,通過對步驟的解析,進一步了解微信公眾號的軟文營銷應該如何具體操作;第四章圍繞營銷中“法”與“德”的失范問題、軟文寫作中的規(guī)范問題以及營銷主體之間的協(xié)作溝通問題分別對微信公眾號軟文營銷中出現(xiàn)的各種問題進行了剖析;第五章則針對問題提出相應的解決策略。最后一部分為結(jié)語,重在展望微信公眾號軟文營銷今后的發(fā)展方向,并且希望有志之士將其放于不同的理論框架下深入研究并不斷突破。通過本文的研究發(fā)現(xiàn),微信公眾號的軟文營銷在以后的新媒體發(fā)展中將扮演重要的角色,在技術的加持下,高質(zhì)量的軟文將促進廣告行業(yè)的繁榮,作為營銷中獨特的存在,軟文營銷也將促進市場經(jīng)濟體制的完善。
[Abstract]:The phenomenon of WeChat Official account's soft writing has been paid more and more attention to by the industry. The frequent dozens of soft article quotations have given Official account operators a taste of the sweetness of the realization of content, and good communication effects have also enabled enterprises to achieve their due publicity purposes. However, for this emerging field, there has been a lack of in-depth research by scholars. In the course of daily observation and practice, the author has been able to get close contact with the whole process of soft text marketing, especially focusing on the soft text marketing of Official account on WeChat. Through data collection and analysis, this paper mainly analyzes how to carry out soft text marketing with the help of new carrier on the new platform of WeChat Official account, and look forward to the future development of soft text marketing. But most of them focus on the soft text in the traditional media, and there are few researches on the new media. Therefore, this paper tries to use the literature analysis synthetically. The method of case analysis and text analysis investigates every aspect of the soft text marketing of WeChat Official account, and makes a comprehensive analysis of this field which has not been studied in depth, and then finds out the existing problems. This paper mainly focuses on the research of Official account's soft text marketing, which is divided into three parts. The first part is the introduction, which mainly expounds the origin of the research and the practical significance of the research, aiming at the blank spot of the research. This paper discusses the value of this topic. At home and abroad, the current situation of research, through the summary of academic research on soft text and soft article marketing, On the basis of these studies, this paper forms the research direction and uses scientific methods to achieve angle innovation. The second part is the main part of the paper. It consists of five chapters. The first chapter analyzes the reasons for the emergence of the WeChat Official account soft text marketing, and then focuses on the analysis of the concept of soft text, through the analysis of the field of news media norms, public relations field, advertising field. The concept of soft text discussed in this paper is limited to the field of advertising, and from the relationship between the soft text marketing of WeChat Official account and the traditional soft text marketing, the concept of the soft text marketing of Official account WeChat is analyzed. In the second chapter, the author analyzes the marketing mode of Official account, constructs the Q-G-K-D model, and analyzes the roles played by various subjects in the Q-G-K-D model. Finally, through "Land Rover" soft text example analysis mode function realization; the third chapter combines the actual case to sum up the soft text marketing step into three steps, from excavating the enterprise appeal to the soft article writing, finally to the soft article release and the effect appraisal, Through the analysis of the steps, we can further understand how the soft text marketing of WeChat Official account should be operated concretely. Chapter 4th revolves around the problem of "law" and "virtue" in marketing. The normative problems in soft text writing and the problems of cooperation and communication among marketing subjects are analyzed respectively to the various problems that appear in the soft text marketing of Official account of WeChat; Chapter 5th puts forward the corresponding solutions to the problem. The last part is the conclusion, focusing on the prospects for the future development direction of the WeChat Official account soft text marketing. Through the research of this paper, it is found that the soft text marketing of WeChat Official account will play an important role in the development of new media in the future, under the blessing of technology. High quality soft text will promote the prosperity of advertising industry, as a unique existence in marketing, soft text marketing will also promote the perfection of market economy system.
【學位授予單位】：沈陽師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206-F

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