本文選題：微信公眾號(hào) + 十點(diǎn)讀書��； 參考：《河北大學(xué)》2017年碩士論文

【摘要】：“十點(diǎn)讀書”是一個(gè)文化讀書類微信公眾平臺(tái),自2012年11月上線以來,由一個(gè)粉絲為零的草根號(hào)一路成長(zhǎng)為一個(gè)用戶量超千萬級(jí)的大號(hào)。本文選取在發(fā)展和運(yùn)營(yíng)都相對(duì)比較成功的“十點(diǎn)讀書”作為研究案例,主要通過傳播學(xué)和營(yíng)銷學(xué)相關(guān)理論,采用文獻(xiàn)調(diào)查法、個(gè)案研究法、內(nèi)容分析法、文本分析法等方法對(duì)“十點(diǎn)讀書”的營(yíng)銷策略進(jìn)行比較詳細(xì)的解讀和分析。具體從“十點(diǎn)讀書”的品牌策略、內(nèi)容策略、傳播策略的特色進(jìn)行深入分析與研究。并進(jìn)行總結(jié),期望找到“十點(diǎn)讀書”發(fā)展成功的“秘訣”,給正在發(fā)展或者處于困惑中的同業(yè)者們一些啟發(fā)、借鑒和思考。通過研究發(fā)現(xiàn)“十點(diǎn)讀書”在營(yíng)銷策略上的特點(diǎn)主要有以下幾點(diǎn):第一,樹立品牌意識(shí),塑造品牌核心價(jià)值觀�！笆c(diǎn)讀書”不斷強(qiáng)化品牌意識(shí),一步步樹立起以“十點(diǎn)讀書”為核心的文化品牌形象,和企圖建立中國(guó)最大的文化傳播平臺(tái)的品牌核心價(jià)值觀。第二,優(yōu)質(zhì)內(nèi)容是第一生產(chǎn)力�！笆c(diǎn)讀書”的優(yōu)質(zhì)內(nèi)容一直是它引以為傲的地方,“十點(diǎn)讀書”的原創(chuàng)團(tuán)隊(duì)也在進(jìn)一步擴(kuò)大。同時(shí)“十點(diǎn)讀書”積極創(chuàng)新,采用多元化的產(chǎn)品形式來呈現(xiàn)不同的內(nèi)容,以面對(duì)不斷在細(xì)化的市場(chǎng)與受眾。第三,多平臺(tái)互動(dòng),構(gòu)建立體化傳播渠道�！笆c(diǎn)讀書”通過不同平臺(tái)吸引用戶,線上線下互動(dòng),多渠道融合,打造立體化傳播渠道也是一大亮點(diǎn)。首先,從PC端到移動(dòng)端,滿足了不同用戶的使用習(xí)慣。其次,一方面,通過微信公眾平臺(tái)進(jìn)行線上互動(dòng),營(yíng)造報(bào)名共讀的讀書氛圍。另一方面積極在全國(guó)各地組織線下讀書會(huì),促進(jìn)用戶之間的溝通與交流,進(jìn)一步增加用戶粘性與忠誠(chéng)度,從而更多地吸引新的用戶。再次,從線上內(nèi)容傳播到線下圖書出版,增加更多內(nèi)容入口,以覆蓋更廣的用戶群。最后,從“十點(diǎn)讀書”的營(yíng)銷策略獲得啟示,文化類微信公眾號(hào)在營(yíng)銷策略上應(yīng)從至少以下三方面入手,一是要強(qiáng)化品牌意識(shí),樹立品牌形象,塑造品牌核心價(jià)值觀;二是準(zhǔn)確定位內(nèi)容和用戶,以優(yōu)質(zhì)內(nèi)容吸引用戶;三是多平臺(tái)開展互動(dòng),線上線下聯(lián)動(dòng),拓寬傳播渠道。
[Abstract]:"Ten o'clock Reading" is a cultural reading WeChat public platform. Since its launch in November 2012, it has grown from a grass root with zero fans to a large scale with more than 10 million users. This paper selects "Ten Point Reading", which is relatively successful in development and operation, as a case study, mainly through the relevant theories of communication and marketing, literature investigation, case study, content analysis, etc. Text analysis and other methods to "ten-point reading" marketing strategy for a more detailed interpretation and analysis. The characteristics of brand strategy, content strategy and communication strategy of Ten-Point Reading are analyzed and studied in detail. The author hopes to find out the "secret" of the success of "Ten Point Reading", and to enlighten and think about it for those in the same industry who are developing or confused. Through the research, we find that the characteristics of "Ten points Reading" in marketing strategy are as follows: first, establish brand awareness, mold brand core values. "Ten Point Reading" strengthens the brand consciousness, sets up the cultural brand image with "Ten Point Reading" as the core step by step, and attempts to establish the brand core values of the biggest cultural communication platform in China. Second, quality content is the first productivity. The high-quality content of Ten o'clock Reading has been a source of pride, and its original team is expanding. At the same time, "Ten points Reading" actively innovates, adopting diversified product forms to present different content, in order to face the market and audience. Third, multi-platform interaction, the construction of three-dimensional channels of communication. "Ten o'clock Reading" attracts users through different platforms, online and offline interaction, multi-channel integration, creating three-dimensional communication channels is also a bright spot. First of all, from the PC to the mobile end, to meet the use of different user habits. Second, on the one hand, through the WeChat public platform online interaction, to create a common reading atmosphere. On the other hand, we actively organize offline reading meetings throughout the country to promote communication and communication between users, further increase the stickiness and loyalty of users, and thus attract more new users. Thirdly, from online content to offline book publishing, more content entries are added to cover a wider user base. Finally, from the "10-point reading" marketing strategy to get inspiration, cultural WeChat public name in marketing strategy should start from at least the following three aspects: first, to strengthen brand awareness, establish brand image, mold brand core values; The second is to accurately locate the content and users, attract users with high-quality content; third, multi-platform interaction, online and offline linkage, broaden the channel of communication.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206-F

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本文編號(hào)：1787374