腾讯体育微信订阅号信息传播现状的研究

发布时间：2018-01-10 16:39

本文关键词：腾讯体育微信订阅号信息传播现状的研究　出处：《西安体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：2011年面世的微信是一款面对手机用户的即时通信软件,上市3年用户便已经超过6亿,影响力不容小觑,尤其是其在2012年7月推出的公众平台,让微信的内涵更加丰富,广受欢迎,成为企业、媒体、公共机构、明星名人、个人用户等继微博之后又一重要的运营平台。微信公众平台拓展了微信的功能,这些功能为公众平台的实际运营带来了媒体、营销、客服、公共服务等应用方向。使其不仅在用户中大热,也成为学界关注的一个热点,并且转瞬成为各大媒体机构的掌中宝,各媒体纷纷创建了自己的公众账号。截至2013年8月,微信公众平台有3万认证账号。从平台功能来看,目前公众平台的主要功能包括多媒体信息大规模推送、定向推送(可按性别、地区、分姐等指标定向推送),一对一互动,多样化开发和智能回复。为微信使用者获得信息提供了一种新的途径,由此,微信公众平台引起了广泛的关注。而同一公司旗下的腾讯网体育频道作为数一数二的体育类门户网站也首当其冲,于微信公众平台建立了自己的官方账号。本篇论文以腾讯体育微信订阅号为研究对象,通过文献资料法、数据统计法、跨学科研究法、案例分析法这四种方法,研究体育信息在微信公众平台上的传播现状。目前腾讯体育微信订阅号仍处于起步阶段,随着用户的日益增多、影响力的不断扩大,其信息传播的发展还有待完善,特别是在互动性、时效性、推送信息形式、信息内容的深度、页面设置等方面需要积极改进。针对目前的发展状况,笔者从其传播内容、传播媒介和传播效果等方面的现状深入分析探讨,发现其在这几方面存在的问题,并尽己所能地提出以下一些合理性的建议。希望能在改善腾讯体育微信订阅号所存在问题的同时优化微信公众平台的一些不合理性,其完善也带动着腾讯体育微信订阅号能有更好的发展,两者相互促进以达到共赢。
[Abstract]:WeChat, launched on 2011 as an instant messaging software for mobile phone users, has more than 600 million users on the market for three years, making it influential, especially its public platform launched in July 2012. WeChat makes the connotation of WeChat more rich, popular, become enterprises, media, public organizations, celebrities, personal users and other important operating platform after Weibo. WeChat public platform expanded the functions of WeChat. These functions bring media, marketing, customer service, public service and other application directions to the actual operation of the public platform. And instantly become the major media organizations in the hands of the treasure, the media have created their own public accounts. As of August 2013, WeChat public platform has 30,000 authentication accounts. From the platform function point of view. At present, the main functions of the public platform include multimedia information large-scale push, directional push (according to gender, area, sub-sister and other indicators directed push), one-to-one interaction. Diversified development and intelligent response. Provides a new way for WeChat users to access information, thereby. WeChat's public platform has attracted a lot of attention. QQ.com Sports Channel, owned by the same company, is one of the top sports portals. This paper takes Tencent Sports WeChat subscription number as the research object, through the literature method, the data statistics method, the interdisciplinary research method, the case analysis method. At present, Tencent Sports WeChat subscription number is still in its infancy. With the increasing of users, the influence of Tencent Sports WeChat continues to expand. The development of its information dissemination needs to be improved, especially in the interactive, timeliness, push information form, the depth of information content, page settings and other aspects need to be actively improved. The author from its communication content, communication media and communication effects and other aspects of in-depth analysis and discussion, found its problems in these areas. And to the best of our ability to put forward the following reasonable suggestions. Hope to improve Tencent Sports WeChat Subscription account problems while optimizing the WeChat public platform some unreasonable. Its consummation also drives Tencent Sports WeChat Subscription account to have a better development, the two promote each other to achieve win-win.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05;G206

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