自媒体IP路径打造研究

发布时间：2018-02-13 11:47

本文关键词： 自媒体 IP 人格化社群　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：自媒体时代,自媒体人利用或借助微博、微信等社交平台,通过多链式的传播方式,传递高质量内容或价值观,获得认同从而有效发动粉丝的个体力量。并使这些原本属于不同维度的人群成为依靠喜好聚集在一起的一个粉丝力量体。同时通过高频次的互动,与粉丝建立起深厚的感情与信赖,成为自媒体IP,最终引导粉丝完成直接或间接的消费行为,从而成为网络和现实世界中最有能力的那部分人。在刚刚过去的2016年里,有很多自媒体获得了资本的关注拿到了投资。而这些自媒体之所以能够获得高额资本估值并获得资本的青睐,很多是因为其成为IP后,获取粉丝的成本更为低廉,并更易开发多种形式的商业模式以致形成产业链。但是与此同时更多的自媒体却仍处在生存线以下。所以想要生存下来打造个人IP不失为一条成功捷径。本文主要通过实例法通过对自媒体IP运营中的经验进行概括分析从而得总结出自媒体进行IP打造的三种行之有效的路径。即自媒体“人格魅力体”的构建、“内容为王”的自媒体打造,和注重关系维护。优质的自媒体IP由某一平台走红并注重多平台多介质的内容分发,通过与粉丝的互动与关系维护。将粉丝聚集起来形成一个拥有相同兴趣或价值观的社群。社群会激活用户的参与感,并最终将其转化为具有变现能力的付费粉丝。所以在未来,所有自媒体的最高目标都应该是成为IP,因为IP是知识产权,也是文化原型,更是成为一个品牌的原动力。自媒体成为IP后,就等于有了核心价值和独特卖点。不论你的衍生品是何种形式,总会有人为你买单。
[Abstract]:Since the era of the media, self-media people use or with the help of Weibo, WeChat and other social platforms, through a multi-chain mode of communication, the transmission of high-quality content or values, To gain recognition and effectively mobilize the individual power of fans. And to make these groups of people who belong to different dimensions become a fan power body that depends on their liking to gather together. At the same time, through the high frequency of interaction, Build up deep feelings and trust with fans, become self-media IPPs, and ultimately guide fans to direct or indirect consumer behavior, thus becoming the most capable people on the Internet and in the real world. There are a lot of media that get capital attention and get invested. And they get high capital valuations and lots of capital because they become IP, and it's cheaper to get fans. And easier to develop a variety of business models to form an industrial chain. But at the same time more self-media is still below the survival line. So to survive to build personal IP is a successful shortcut. Through the analysis of the experience in the operation of self-media IP, we can get three effective ways to build IP from media, that is, the construction of self-media "personality charm", "content is king" of self-media. And focus on relationship maintenance. Quality self-media IP from a platform to become popular and pay attention to multi-platform multi-media content distribution, Through interaction and relationship maintenance with fans. Bring together fans to form a community with the same interests or values. The community will activate the user's sense of participation and eventually turn it into a paying fan with the ability to realize. So in the future, The highest goal of all self-media should be to become IPs, because IP is intellectual property, is also a cultural prototype, and is the driving force of becoming a brand. You have core values and unique selling points. No matter what form your derivatives are, there will always be people paying for you.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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