湖南卫视官方微博运营现状与策略研究

发布时间：2018-01-17 14:13

本文关键词：湖南卫视官方微博运营现状与策略研究　出处：《安徽大学》2015年硕士论文　论文类型：学位论文

【摘要】：在媒介融合的大环境下,媒介之间的竞争可谓是相当激烈,传统媒体都在积极寻求与新媒体的合作。微博从2009年兴起至今,产品形态、用户习惯等已经基本稳定,作为当今活跃度高、传播力迅速的媒体,它的出现改变了传统的传播格局,这对传统电视媒体是挑战也是机遇。在当前的媒介环境下,电视媒体寻求与新媒体的合作已经成为必然趋势。如今,包括电视媒体在内的大多数传统媒体都已在微博平台上占有一席之地,借助微博争取更多的话语权从而获取更大的市场份额。电视媒体之间的竞争主要是收视率的竞争,尤其是以争夺全国市场为目标的省级卫视。湖南卫视在全国各大省级卫视收视率排名始终处于最抢眼的前沿,其身为传统媒体却积极的利用微博等新媒体不断放大自身品牌。因此笔者将湖南卫视微博作为个案进行深入研究,通过研究省级卫视与其官方微博的互动现象,探索其微博运营现状与策略,并试图揭示媒介互动背后的互动特征及赋予的社会意义。本研究首先总结了现阶段各大省级卫视使用微博的现状,从宏观角度分析电视媒体在微博平台上展开的新竞争,以窥探省级卫视通过运营微博实现了哪些功能,然后开始以湖南卫视为例分析研究其官方微博的运营之道,从形象建构、内容编排、交互关系、营销方式等各方面进行具体的分析。湖南卫视作为卫视频道的领头羊,在与微博合作共谋发展方面也敢为人先,作为较早一批在新浪开通官方微博的省级卫视,经过几年来的不断摸索,微博平台的运营也总结出一套方法。通过分析发现湖南卫视官方微博多用于频道栏目宣传、节目推广、活动的推介等方面,不论从外在到内在主要是为母媒体提升品牌价值,加强与受众联系而服务的。湖南卫视官方微博虽然盛名在外,但是自身还是存在一些有待改进的问题,在文中将结合对湖南卫视及其微博平台的一些认识和整体分析,提出其运营过程中所存在的问题。最后,笔者对湖南卫视官方微博运营现状进行总结,对包括湖南卫视在内的各省级卫视官方微博运营提出了一些合理化的建议。总体来说,湖南卫视官方微博运营已经走向正轨,不仅善于利用自身的优势聚集更多受众,也比较重视微博平台的运营。但是,官方微博作为独立的媒体不能只是附属品,要充分重视微博本身的特性才能够将其更好的运营下去。通过文本分析研究论证微博平台运营不是随便发几条微博这么简单,需要有清晰的营销思路并将微博作为立足于电视媒体但又相对独立的媒体来经营,这样才能突显省级卫视微博的优势,打造省级卫视的品牌影响力从而提升传播价值。
[Abstract]:In the environment of media integration, the competition between the media is quite fierce, the traditional media are actively seeking cooperation with new media. Weibo from 2009 to now, the product form. User habits have been basically stable, as today's high activity, rapid transmission of the media, it has changed the traditional pattern of communication. This is both a challenge and an opportunity for traditional TV media. In the current media environment, it has become an inevitable trend for TV media to seek cooperation with new media. Most traditional media, including the television media, have taken their place on the Weibo platform. The competition between TV media is mainly the competition of ratings. Especially the provincial satellite TV which is aiming at the national market. Hunan Satellite TV has always been in the forefront of the most eye-catching ratings ranking in the country's major provincial TV ratings. His body is the traditional media, but actively use Weibo and other new media constantly magnify their brand. Therefore, the author takes Weibo as a case study, through the study of provincial satellite TV and its official Weibo interaction phenomenon. Explore the current situation and strategy of Weibo operation, and try to reveal the interaction behind the media interaction characteristics and social significance. Firstly, this study summarizes the current situation of the use of Weibo in various provincial satellite TV stations. This paper analyzes the new competition of TV media on the platform of Weibo from the macro point of view, in order to explore what functions provincial satellite TV has achieved through the operation of Weibo. Then it begins to take Hunan Satellite TV as an example to analyze and study the operation of its official Weibo, from the image construction, content layout, interaction. Hunan Satellite TV, as the leader of TV channel, is also a pioneer in cooperating with Weibo for development. As an earlier batch of provincial TV stations in Sina, Weibo has opened the official program. After several years of continuous exploration, Weibo platform operation also summed up a set of methods. Through analysis found that Hunan Satellite TV official Weibo mostly used in channel column publicity, program promotion, activities and other aspects of the promotion. Whether from the outside to the internal is mainly to promote the brand value of the mother media and strengthen the relationship with the audience. Although Hunan Satellite TV official Weibo is famous but there are still some problems to be improved. In this paper, combined with the Hunan Satellite TV and its Weibo platform of some understanding and overall analysis, put forward the problems in its operation process. Finally, the author summarizes the current situation of Hunan Satellite TV official Weibo operation. Some reasonable suggestions have been put forward for the provincial TV official Weibo operation, including Hunan Satellite TV. Overall, Hunan Satellite TV official Weibo operation has been on the right track. Not only good at using their own advantages to gather more audiences, but also more attention to the operation of the Weibo platform. However, the official Weibo as an independent media can not be just accessories. We should pay full attention to Weibo's own characteristics to be able to better operate. Through text analysis to demonstrate Weibo platform operation is not just a few Weibo as simple. Need to have clear marketing ideas and Weibo as a television media based on the relatively independent media to operate, so as to highlight the advantages of provincial satellite television Weibo. Build provincial satellite TV brand influence to enhance the value of communication.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27-F

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