柬埔寨《华商日报》微信运营策略研究

发布时间：2018-01-13 19:42

本文关键词：柬埔寨《华商日报》微信运营策略研究　出处：《暨南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着微信用户的增多,国内越来越多的媒体充分利用微信向用户传播信息,从而实现营销目的。尽管有许多关于媒体使用微信的研究文献,但对于海外华文媒体的微信使用情况的研究却凤毛麟角。此外,尽管各大政府、企业、媒体争相试水微信公众平台,但效果并不乐观,微信公众号的运营策略还有待进一步地探讨。本文选取柬埔寨当地借力微信转型较为成功的《华商日报》为研究样本,利用文本分析、案例研究、统计分析等方法,基于传播学和营销学的相关理论建构了微信运营策略研究的系统模型,从受众策略、内容策略、以及营销策略和团队控制等四个方面对《华商日报》微信运营的相关实践进行梳理,在分析其实际操作中深入挖掘使用微信运营的经验与不足,进一步深化海外华文媒体尤其是柬埔寨华文报纸微信运营的理论基础和运作机制,分析其特殊性和有效性,为海外华文媒体或是有意愿拓展海外市场的国内媒体的微信运营提供合理有效的理论依据。
[Abstract]:With the increasing number of micro-credit households, more and more domestic media make full use of WeChat to spread information to users to achieve marketing purposes, although there is a lot of research literature on the use of WeChat. But research on the use of WeChat in overseas Chinese media is rare. In addition, although the major governments, enterprises and media are competing to test the WeChat public platform, the results are not optimistic. The operation strategy of WeChat public number still needs to be further discussed. This paper selects the successful local WeChat transformation of Cambodia as the research sample, using text analysis, case study. Based on the related theories of communication and marketing, this paper constructs the system model of WeChat operation strategy research, from the audience strategy, content strategy. And marketing strategy and team control four aspects of the "China Business Daily" WeChat operation related practices are combed, in the analysis of the actual operation of the use of WeChat in depth to explore the experience and shortcomings. To further deepen the overseas Chinese media, especially the Cambodian Chinese newspaper WeChat operation of the theoretical basis and operational mechanism, analyze its particularity and effectiveness. It provides a reasonable and effective theoretical basis for the operation of WeChat for overseas Chinese media or domestic media willing to expand overseas market.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G219.335

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