本文選題：財(cái)經(jīng)媒體　切入點(diǎn)：微信公眾號(hào)　出處：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái),隨著移動(dòng)網(wǎng)絡(luò)技術(shù)的發(fā)展和新型媒體的創(chuàng)新,財(cái)經(jīng)受眾閱讀財(cái)經(jīng)新聞的習(xí)慣和方式有所改變,傳統(tǒng)上需要花長(zhǎng)時(shí)間在財(cái)經(jīng)報(bào)紙上才能讀到的財(cái)經(jīng)訊息,如今只需要拿著手機(jī),就能即時(shí)有效地根據(jù)財(cái)經(jīng)訊息分析市場(chǎng)狀況。微信公眾號(hào)自2012年7月上線以來(lái),企業(yè)帳號(hào)達(dá)到了65萬(wàn),公眾賬號(hào)超過(guò)了1000萬(wàn)。微信使用群體中,80%的微信用戶(hù)關(guān)注了公眾賬號(hào),79.2%的微信公眾號(hào)關(guān)注者認(rèn)為,微信公眾賬號(hào)在獲取資訊方面起主要作用,這就在新的傳媒環(huán)境中,給財(cái)經(jīng)媒體帶來(lái)了新的發(fā)展方向。財(cái)經(jīng)媒體微信公眾號(hào)憑借自身優(yōu)勢(shì),分流了一大批依靠傳統(tǒng)財(cái)經(jīng)報(bào)紙、網(wǎng)絡(luò)、電視、廣播獲取財(cái)經(jīng)資訊的受眾,在這種情況下,財(cái)經(jīng)媒體微信公眾號(hào)如何順應(yīng)發(fā)展,走立體化創(chuàng)新道路是值得研究的。文中以《經(jīng)濟(jì)觀察報(bào)》、《中國(guó)經(jīng)濟(jì)網(wǎng)》和《央視財(cái)經(jīng)》微信公眾號(hào)財(cái)經(jīng)新聞內(nèi)容為研究對(duì)象,運(yùn)用文獻(xiàn)分析、內(nèi)容分析、調(diào)查研究等研究方法,分析圖表、圖片、短視頻、聲光電等立體化元素在財(cái)經(jīng)新聞報(bào)道中的使用情況。依據(jù)媒介融合理論、傳播學(xué)5W模式、4V營(yíng)銷(xiāo)理論,研究財(cái)經(jīng)媒體微信公眾號(hào)內(nèi)容立體化的表現(xiàn),分析當(dāng)前財(cái)經(jīng)媒體微信公眾號(hào)內(nèi)容立體化的不足,并提出改進(jìn)建議。研究發(fā)現(xiàn),財(cái)經(jīng)媒體微信內(nèi)容立體化主要表現(xiàn)在立體化元素的分布上,具體體現(xiàn)在靜態(tài)信息圖表、短視頻、交互式信息圖表、新聞圖片、創(chuàng)意圖片上。短視頻在不同類(lèi)型媒體建立起來(lái)的財(cái)經(jīng)微信號(hào)中占重要位置,圖片和圖表具有重要作用。新聞圖片和創(chuàng)意圖片的頻率分別為18%和11.3%,信息圖表包括靜態(tài)信息圖表和交互式信息圖表,其頻次為55.3%。再者,傳統(tǒng)存在的不同類(lèi)型財(cái)經(jīng)媒體發(fā)酵出的微信內(nèi)容立體化元素也有差別,依賴(lài)電視媒體發(fā)酵出的財(cái)經(jīng)微信公眾號(hào),信息圖表的頻次是最高的,短視頻的頻次為36.7%;依靠網(wǎng)絡(luò)發(fā)酵出的財(cái)經(jīng)微信平臺(tái),短視頻的頻次次之;依賴(lài)傳統(tǒng)財(cái)經(jīng)報(bào)紙發(fā)酵出的財(cái)經(jīng)媒體微信公平號(hào),短視頻的頻次最低為5.6%,短視頻在不同類(lèi)型財(cái)經(jīng)媒體發(fā)酵出的財(cái)經(jīng)媒體微信平臺(tái)出現(xiàn)的頻次之和為74.9%。新聞圖片在以報(bào)紙為基礎(chǔ)發(fā)展的財(cái)經(jīng)媒體微信平臺(tái)中出現(xiàn)的頻次最高為26.4%,新聞圖片在不同類(lèi)型財(cái)經(jīng)媒體發(fā)展的財(cái)經(jīng)媒體微信平臺(tái)中出現(xiàn)的頻次之和為58.7%。另外,創(chuàng)建微信矩陣搭建立體化平臺(tái)、新聞資訊選擇的立體化、經(jīng)營(yíng)者與使用者互動(dòng)的立體化、為用戶(hù)提供精短立體化視頻內(nèi)容是財(cái)經(jīng)媒體微信內(nèi)容立體化中不可缺少的。文章最后結(jié)合數(shù)據(jù)分析和個(gè)案分析,發(fā)現(xiàn)財(cái)經(jīng)媒體微信平臺(tái)立體化的過(guò)程中需要懂財(cái)經(jīng)、懂技術(shù)、精通財(cái)經(jīng)新聞?wù)Z言、會(huì)設(shè)計(jì)的復(fù)合型人才。立體化對(duì)數(shù)字信息加工技術(shù)有較高的要求、立體化對(duì)交互傳播與受眾互動(dòng)的要求有所提升,財(cái)經(jīng)媒體微信公眾平臺(tái)立體化要根據(jù)已有的經(jīng)驗(yàn),積極發(fā)展優(yōu)勢(shì),同時(shí)彌補(bǔ)人才、技術(shù)等方面的不足,在發(fā)展中改進(jìn)不足。
[Abstract]:In recent years, with the development of mobile network technology and the innovation of new media, the habits and ways of reading financial news for financial and economic audiences have changed. Traditionally, it takes a long time to read financial information in financial newspapers. Today, with a mobile phone in hand, you can effectively and instantly analyze the market based on financial and financial information. Since the launch of WeChat Official account in July 2012, the number of corporate accounts has reached 650,000. The number of public accounts exceeded 10 million. Among the WeChat users, 80% of the WeChat users paid attention to the public accounts. 79.2% of the followers of the WeChat Official account thought that the public accounts of WeChat played a major role in accessing information, which is in the new media environment. It has brought a new development direction to the financial media. Financial media WeChat Official account, relying on its own advantages, diverts a large number of audiences who rely on traditional financial newspapers, networks, television and radio to obtain financial information. In this case, It is worth studying how to adapt to the development of financial media WeChat Official account and follow the road of three-dimensional innovation. In this paper, the contents of the Economic Observer, the China Economic Network, and the WeChat Official account Financial News are taken as the research objects. Using the methods of literature analysis, content analysis, investigation and research, to analyze the use of three-dimensional elements such as charts, pictures, short video, acoustics and optoelectronic in financial news reports. According to the theory of media fusion, The 5W model of communication studies the 4V marketing theory, studies the performance of financial media WeChat Official account's three-dimensional content, analyzes the deficiency of the current financial media's Wei Xin Official account's content three-dimensional, and puts forward some suggestions for improvement. The three-dimensional content of WeChat, the financial media, is mainly manifested in the distribution of three-dimensional elements, including static information charts, short video, interactive information charts, and news pictures. Creative pictures. Short video plays an important role in finance and economics Wechat ID, which has been established by different types of media. Pictures and charts play an important role. The frequency of news pictures and creative pictures are 18% and 11. 3, respectively. The information charts include static information charts and interactive information charts, and their frequency is 55. 3 percent. There are also differences in the three-dimensional elements of WeChat content fermented by different types of traditional financial media. Official account, who relies on television media to ferment out WeChat, has the highest frequency of information and charts. The frequency of short video is 36.7%; the platform of financial WeChat, which depends on the network fermentation; and the frequency of short video, followed by the frequency of short video; and the financial media, WeChat Fairness, which depends on the fermentation of traditional financial and financial newspapers. The frequency of short video is the lowest 5.6. The sum of the frequency of short video appearing in the financial media WeChat platform developed by different types of financial media is 74.9. the frequency of news pictures in the financial media WeChat platform based on newspaper development is 74.9. The second highest is 26.4, and the sum of news pictures in the WeChat platform of financial media developed by different types of financial media is 58.7. In addition, Create a three-dimensional platform for WeChat matrix, three-dimensional news information selection, three-dimensional interaction between operators and users, It is indispensable in the three-dimensional content of financial media WeChat to provide users with a short, three-dimensional video content. Finally, combining with data analysis and case analysis, it is found that the financial media WeChat platform needs to understand finance and economics and technology in the process of three-dimensional development. Proficient in the language of financial news, can design a composite talent. Three-dimensional digital information processing technology has higher requirements, three-dimensional interactive communication and audience interaction requirements have been raised, The financial media WeChat public platform should develop its advantages according to the existing experience, make up for the shortage of talents and technology, and improve it in the course of development.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206

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