出版社微信公众号影响力评价模型构建及其应用研究

发布时间：2018-02-23 22:23

本文关键词： 出版社微信公众号影响力评价模型　出处：《武汉大学》2017年硕士论文　论文类型：学位论文

【摘要】：微信公众平台自上线以来,以其精准的营销和服务定位、高效的传播率和信息到达率,迅速得到各行各业的青睐。建立微信平台,进行微信营销,也逐渐成为出版社所重视的新型营销渠道和营销方式。然而大多数出版社入驻微信公众平台的时间较短,其微信运营处于起步和探索阶段,内容质量的优劣、传播方式的好坏、传播效果的大小等问题也随之引发业内人士的广泛思考,并成为当前出版社微信营销实践发展中的焦点问题。本研究基于影响力形成理论,通过建立较为完整的、具有针对性和可行性的出版社微信公众号影响力评价模型,评估出版社微信公众号运营效果,分析其存在的问题,并提出相关建议,对出版社有针对性地改进微信运营策略具有重要的现实意义。论文首先简介了本研究的相关背景和研究意义,明确研究内容、思路和主要方法,并对近年来的相关研究文献进行了比较系统的梳理和分析;其次,以媒介影响力形成理论为理论基础,并结合出版业和出版社之特点,运用灰色统计法、专家评判法、层次分析法等方法,构建了出版社微信公众号影响力评价模型;再次,选择全国少儿出版社为样本,对本研究所得的出版社微信公众号影响力评价模型进行了应用性研究;最后,根据评价结果,分析出版社在微信公众号运营中存在的主要问题,提出相应的改进策略和建议,以及总结本研究的局限与不足,提出对未来相关研究的展望。这部分亦是本研究针对当前出版社微信营销实践发展问题思考与解决之需求的一种回应,是本研究目的的起始点。本研究主要在以下三个方面有所创新或新意:一是构建了出版社微信公众号影响力评价模型,与其他微信影响力评价指标体系相比,对出版社而言更具针对性;二是以媒介影响力形成理论为基础,在选取评价指标时综合考察结果性指标与过程性指标,并运用灰色统计法、专家评判法、层次分析法等方法,使评价模型具有较高的可信度和可操作性;三是在实证分析的基础之上,提出了出版社微信公众号影响力的提升策略,为出版企业更好地运营微信平台提供决策依据。
[Abstract]:WeChat public platform has been favored by all kinds of industries for its precise marketing and service positioning, efficient dissemination rate and information arrival rate since it was launched online, so as to establish a WeChat platform and carry out WeChat marketing. However, most publishing houses have been living on WeChat public platform for a short time, their WeChat operation is at the beginning and exploring stage, the quality of content, the quality of content, the quality of communication, the quality of the content, the quality of the content, the quality of the content, and the quality of the communication mode. The problems such as the size of the communication effect also lead to a wide range of thinking in the industry, and become the focus of the development of the current marketing practice of WeChat Publishing House. This study is based on the theory of influence formation, through the establishment of a more complete, A targeted and feasible model for evaluating the influence of Official account on WeChat Publishing House, evaluating the operational effect of Official account in WeChat Publishing House, analyzing its existing problems, and putting forward some relevant suggestions. It has important practical significance for publishing house to improve WeChat operation strategy. Firstly, the paper introduces the relevant background and research significance of this research, and clarifies the research contents, ideas and main methods. Secondly, based on the theory of media influence formation, and combining the characteristics of publishing industry and publishing house, the author applies grey statistics method and expert evaluation method. The influence evaluation model of Official account of WeChat Publishing House is constructed by AHP and other methods. Thirdly, the applied research is carried out on the influence evaluation model of Elis_person1# of WeChat Publishing House, which is obtained by this study, which is selected as the sample of the National Children's Publishing House. Finally, according to the evaluation results, this paper analyzes the main problems existing in the operation of WeChat Official account, puts forward the corresponding improvement strategies and suggestions, and summarizes the limitations and shortcomings of this study. This part is also a response to the need of thinking and solving the problems of marketing practice development in current publishing house WeChat. It is the starting point of this study. This research mainly has some innovation or new ideas in the following three aspects: first, it constructs the influence evaluation model of publishing house WeChat Official account, compared with other WeChat influence evaluation index system, Secondly, on the basis of the theory of media influence formation, the author synthetically inspects the result index and the process index when selecting the evaluation index, and uses the grey statistics method, expert evaluation method, analytic hierarchy process method and so on. The evaluation model has high credibility and maneuverability. Thirdly, on the basis of empirical analysis, this paper puts forward the strategy of promoting the influence of publishing house WeChat Official account, which provides the decision basis for publishing enterprises to operate WeChat platform better.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7

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