关于电视媒体与微信融合的研究

发布时间：2018-02-11 09:30

本文关键词： 电视媒体微信媒介融合融合策略　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：移动互联网时代的到来让传媒界正在经历一场新的变革：从“坐在电脑桌前”变成“随时随地”——人们将逐渐习惯即时随地地获取信息。面对移动浪潮的冲击,传统媒体纷纷寻求新一轮的转型,媒介与媒介之间的横向联合步伐也从PC端向移动端迈进。作为率先拿到移动端入口“门票”的腾讯微信集通讯、社交、平台化于一体,不到三年的时间就拥有了6亿的注册用户数以及3.55亿的月活跃用户数,骄人的成绩使其成为各家传统媒体“心仪”的融合对象。电视媒体也都争先恐后地进入到微信平台中,寻求与之融合的道路。但是,2012年底“传统媒体微信无用论”的论调却给电视媒体与微信融合发展的势头浇了一盆冷水。事实上,从电视媒体与微信的现状以及两者传播属性的对比中发现,微信对于电视媒体来说并非无用,电视媒体与微信融合对于双方来说都是“有利可图”：对于电视媒体来说,与微信融合无疑拓展了内容输出和延伸品牌价值的渠道,同时还能协同电视媒体进行内容生产,丰富电视媒体的互动方式；对于微信来说,电视媒体的品牌资源、优质的内容资源以及高覆盖率能帮助微信平台提升内容品质,为实现微信内容的商业化奠定基础,为跨屏营销提供契机。然而,通过对33家电视媒体官方微信一个月运营状况的数据统计发现,两者在融合实践中存在着一些问题,具体表现在：管理上不够重视,订户量增长困难；定位不明确,同质化严重；信息吸引力不足,阅读率较低；分析数据匮乏,公众账号的影响力难以评估。在未来的发展中,电视媒体与微信融合要从经营者管理意识层面、技术层面、内容层面和营销层面上下功夫。在经营者管理意识层面上,电视媒体人应该树立新媒体思维,建立数字媒体观,并从深层次上打破经营理念和不同文化融合的坚冰；在技术层面,双方要通力合作不断完善平台的数据分析功能,并为电视与微信建立更多的强链接；在内容层面上,在善用电视媒体视频资源的同时,加强内容推送的精细化,增加互动内容以丰富用户体验；在营销层面上,电视媒体官方微信运营者要在明确品牌定位的基础上确定具体的营销方案,利用活动营销为官方微信聚集人气,并充分借用微信的平台资源,延伸品牌影响力,完善传媒产业价值链。
[Abstract]:The advent of the mobile Internet era has brought about a new revolution in the media industry: from "sitting at a computer desk" to "anywhere at any time"-people will be getting used to getting information in real time, anywhere and in the face of the impact of the mobile wave. Traditional media have sought a new round of transformation, and the horizontal combination of media and media has moved from PC to mobile. Tencent WeChat, which took the lead in getting "tickets" to the mobile portal, integrates communication, social and platform. In less than three years, it had 600 million registered users and 355 million MAU, making it the fusion object of traditional media. Television media also rushed to enter the WeChat platform. But at the end of 2012, the argument that "traditional media WeChat is useless" poured cold water on the trend of convergence between TV and WeChat. In fact, From the current situation of TV media and WeChat and the comparison of their communication properties, it is found that WeChat is not useless to TV media, and that the fusion of TV media and WeChat is "profitable" for both sides: for TV media, The integration with WeChat no doubt expands the channels of content output and brand value extension, at the same time, it can cooperate with TV media to produce content and enrich the interactive mode of TV media; for WeChat, the brand resources of TV media, High quality content resources and high coverage can help WeChat platform improve content quality, lay the foundation for commercialization of WeChat content, and provide opportunities for cross-screen marketing. According to the statistics of 33 TV media's official WeChat operation for one month, it is found that there are some problems in the fusion practice, such as insufficient attention to management, difficult growth of subscribers, unclear positioning. Homogeneity is serious; information is not attractive enough, reading rate is low; analysis data is scarce, the influence of public account is difficult to evaluate. In the future development, TV media and WeChat fusion should be from the management consciousness level, technical level. On the level of content and marketing, TV media people should set up new media thinking, establish digital media view, and break the ice of management idea and different culture fusion. At the technical level, both sides should work together to continuously improve the data analysis function of the platform, and establish more strong links for TV and WeChat; at the content level, while making good use of the video resources of television media, they should strengthen the refinement of content push. At the marketing level, TV media official WeChat operators should determine specific marketing plans on the basis of clear brand positioning, and use campaign marketing to gather popularity for official WeChat. And fully borrow WeChat platform resources, extend brand influence, improve the media industry value chain.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G220.7

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