本文選題：美食微博 + 運(yùn)營策略�。� 參考：《河北大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)技術(shù)使人們可以通過更多的媒介形式來獲取自己期望的資訊,不同于傳統(tǒng)意義上的作為組織機(jī)構(gòu)的媒體,普通的個(gè)人及群體運(yùn)用這種基于互聯(lián)網(wǎng)技術(shù)的媒介形式,形成特定信息的傳播圈。這極大地激發(fā)了社會(huì)對媒介的應(yīng)用,這種應(yīng)用性的非組織機(jī)構(gòu)化的媒介形式雨后春筍般地出現(xiàn)在互聯(lián)網(wǎng)平臺上。大眾對食物的追尋也隨著新媒體的發(fā)展而改變著方式,上網(wǎng)搜尋美食、聚集朋友圈互相推薦美食、APP查詢美食、微博推薦美食等美食媒介及其傳播活動(dòng),反映著媒介社會(huì)化的潮流。本文首先闡述了美食微博創(chuàng)設(shè)的緣起,即日常生活行為的網(wǎng)絡(luò)化,通過舉例說明了我們的日常生活已經(jīng)離不開網(wǎng)絡(luò),甚至連吃飯、睡覺都在受著網(wǎng)絡(luò)的影響或者牽制。最為明顯的就是社交,大眾的線下社交已經(jīng)轉(zhuǎn)移到了線上,并且成為了常態(tài)化的趨勢。本文論述了日常生活行為網(wǎng)絡(luò)化的內(nèi)涵與淵源,提出了日常生活行為具有商業(yè)獲利性,網(wǎng)絡(luò)媒體從業(yè)者,尤其是自媒體可以依靠這個(gè)契機(jī)獲利,為下文的微博內(nèi)容分析與策略分析提供了理論基礎(chǔ)。通過分析其市場空間以及美食微博的文本形態(tài),筆者得出結(jié)論——圖文形式和視頻秒拍模式更受用戶歡迎。美食微博的市場空間筆者分為了利潤空間、規(guī)模空間、區(qū)域空間,通過數(shù)據(jù)分析,美食微博的市場空間還沒有達(dá)到飽和的程度。借此,筆者提出美食微博賬號該如何運(yùn)營的策略和方案,其中包括用戶運(yùn)營,即博主與粉絲、博主與博主、粉絲與博主的互動(dòng),三種互動(dòng)都可以有效地增加粉絲;內(nèi)容運(yùn)營,即貼近本地、貼近用戶,把日常的生活帶到網(wǎng)絡(luò)中;品牌運(yùn)營,包含品牌的建立、品牌的維護(hù)與強(qiáng)化,通過品牌效應(yīng)在網(wǎng)絡(luò)中把自己的微博推廣開來。文章的最后回歸主題,闡述了日常生活網(wǎng)絡(luò)化不可避免地成為了消費(fèi)主體與市場主體的連接物,作為市場主體的店家或是微博博主,完全可以利用這一契機(jī)“引導(dǎo)”消費(fèi)主體的消費(fèi)方向。除此之外,商業(yè)信息與生活信息也復(fù)雜地融合在一起。商業(yè)信息與生活信息互相影響,相互流通,已經(jīng)無法分開兩者的聯(lián)系。在商品信息的社會(huì)生產(chǎn)、流通和消費(fèi)等環(huán)節(jié)中,都與大眾生活有關(guān)。商業(yè)信息的變化已經(jīng)時(shí)時(shí)滲透到了我們?nèi)粘５纳钪?影響著我們的日常生活。當(dāng)市場主體想要突破并進(jìn)軍網(wǎng)絡(luò)市場的時(shí)候,要強(qiáng)化線上與大眾的互動(dòng),進(jìn)而拉動(dòng)線下與大眾的聯(lián)系。因此,市場主體需要進(jìn)入日常生活網(wǎng)絡(luò)化的進(jìn)程中才可以做到獲利。
[Abstract]:Internet technology enables people to obtain their desired information through more media forms, different from the traditional media as an organization, ordinary individuals and groups use this form of media based on Internet technology. The formation of a circle of dissemination of specific information. This has greatly stimulated the social application of the media, which has sprung up on the Internet platform. The public's pursuit of food has also changed with the development of new media. They search for food online, gather friends to recommend food to each other and app to inquire about food. Weibo recommends food and other food media and their dissemination activities. It reflects the trend of media socialization. This paper first expounds the origin of the creation of gourmet Weibo, that is, the networking of daily life behavior, and illustrates that our daily life has been inseparable from the network, even eating and sleeping are affected or restrained by the network. The most obvious is social, the mass off-line social has shifted to the line, and has become a regular trend. This paper discusses the connotation and origin of daily life behavior network, and points out that daily life behavior has commercial profit, network media practitioners, especially self-media, can rely on this opportunity to profit. It provides a theoretical basis for Weibo content analysis and strategy analysis below. By analyzing its market space and the text form of gourmet Weibo, the author draws the conclusion that graphic form and video second shot mode are more popular with users. The market space of gourmet Weibo is divided into profit space, scale space and regional space. Through data analysis, the market space of gourmet food Weibo is not saturated. Therefore, the author puts forward the strategy and scheme of how to operate the gourmet Weibo account, including user operation, that is, the interaction between bloggers and fans, bloggers and bloggers, fans and bloggers, all three kinds of interaction can effectively increase the number of fans; content operation, That is, close to the local, close to the user, bring daily life to the network; brand operation, including the establishment of the brand, brand maintenance and strengthening, through the brand effect in the network to promote their own Weibo. At the end of the article, it is expounded that the network of daily life has inevitably become the link between the consumer and the market, as the storekeeper or Weibo blogger of the market. Can take advantage of this opportunity to "guide" the main consumer direction. In addition, business information and life information are also intricately integrated. Business information and life information affect each other, circulation, has been unable to separate the relationship between the two. The social production, circulation and consumption of commodity information are all related to public life. The change of business information has permeated our daily life from time to time and affected our daily life. When the main body of the market wants to break through and enter the network market, it should strengthen the interaction with the public online, and then pull the contact with the public below the line. Therefore, the main body of the market needs to enter the process of daily life networking in order to achieve profit.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206-F

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