“罗辑思维”微信公众号运营策略及其效果研究

发布时间：2018-02-28 21:22

本文关键词： 传统媒体人微信公众号 “罗辑思维” 运营策略 “5W”传播模式运营效果　出处：《暨南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着智能手机的普及,移动互联网、自媒体的迅猛发展,微信成了集通信、营销、社交、媒体、工具五大功能于一体的平台化产品。由于媒介环境的变化,越来越多传统媒体人从传统媒体出走,投身微信公众号等自媒体平台。然而,随着数量的扩大,出现了鱼目混珠、同质化等现象,高品质的媒体人微信公众号仍属少数,学界对其相关的学术研究也乏善可陈。本文选取了在发展和运营上都相对成功的传统媒体人微信公众号“罗辑思维”为研究案例,通过案例分析、内容分析、文献分析等研究方法,借鉴“5W”传播理论、市场营销相关理论、传播效果理论对其进行运营策略和运营效果的研究。研究总结出了“罗辑思维”运营策略上的特点,即魅力人格体,内容选题多元化,用户定位精准,多种媒体平台联动,独特的会员制度、众筹模式、社群经济和社会化营销。此外,研究还借鉴“传播效果理论”,划定出了“罗辑思维”运营效果的评估指标,即用户增长数、互动性、社会影响力。研究表明,“罗辑思维”在运营策略上有利有弊,本文对其进行总结从而得出对传统媒体人微信公众号运营有借鉴意义的内容和方法。商业模式上的独特性和创新性虽给月饼、出版、投资等传统行业的盈利模式提供了借鉴和启示,但其普适性和革新性还有待观察。
[Abstract]:With the popularity of smart phones, mobile Internet, since the rapid development of media, WeChat has become a communication, marketing, social, media, tools in one of the five major functions in one of the platform products. More and more people in traditional media have left the traditional media and devoted themselves to self-media platforms such as Official account on WeChat. However, with the expansion of the number of people, there are such phenomena as mixed eyes, homogeneity, and so on, and the high-quality media personage Official account is still a minority of people on WeChat WeChat. This paper selects Official account, a traditional media person who has been relatively successful in development and operation, as a case study, through case study and content analysis. Literature analysis and other research methods, using "5W" communication theory, marketing theory, communication effect theory to study its operation strategy and operation effect, the paper summarizes the characteristics of "Luo Ji thinking" operation strategy. That is, charismatic personality, diversity of content, precise positioning of users, linkage of multiple media platforms, unique membership system, crowdfunding model, community economy and social marketing. The research also draws lessons from "the theory of communication effect", delimits the evaluation index of "Luo Ji's thinking" operation effect, that is, the number of users' growth, the interaction, the social influence. The research shows that "Luo Ji's thinking" has some advantages and disadvantages in the operation strategy. In this paper, we sum up the content and methods that can be used for reference in the operation of traditional media man Official account WeChat. Although the uniqueness and innovation of business model are given to moon cakes, they are published. The profit model of traditional industries such as investment provides reference and enlightenment, but its universality and innovation still need to be observed.
【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】：G206-F

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