“和阅读”微博运营策划方案

发布时间：2018-03-03 18:33

本文选题：和阅读　切入点：微博营销　出处：《浙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：“和阅读”是中国移动推出的手机阅读品牌,在2014年1月10日举行的“2014中国数字传媒和阅读产业创新大会”上正式面世。“和阅读”业务是以手机(WAP、客户端)和移动电子书为主要形态,基于用户对各类题材内容的阅读需求,与具备内容出版或发行资质的机构合作,整合各类阅读内容,打造全新的图书发行渠道,成为国内最大的正版数字图书汇聚平台,实现新书抢鲜看和海量书库随时读,让用户享受时尚、健康、环保、便捷的随身阅读新体验。本人在实习期间参与了“和阅读”微博运营,本策划共分为六个部分：设计背景、价值、设计理念、具体运营战略、设计方案实例与创新点、反思与总结等。本策划基于“5T”口碑营销理论——谈论者、话题、工具、参与、跟踪这五方面的指导,借新浪微博这一平台实施,主要目标是制定“和阅读”官方微博的运营战略,优化其日常运营,加大“和阅读”品牌曝光量,强化网络传播力度,同时进一步推广“和阅读”客户端,更好地提高和扩大“和阅读”的品牌影响力。
[Abstract]:"and Reading" is the mobile phone reading brand launched by China Mobile. At the "2014 China Digital Media and Reading Industry Innovation Conference", held on January 10th 2014, the service is based on mobile WAP (client side) and mobile e-book, which is based on users' reading demand for all kinds of content. Cooperate with organizations with content publishing or publishing qualification, integrate all kinds of reading content, create a new distribution channel of books, become the largest digital library gathering platform in China, and realize the fresh reading of new books and the reading of a large number of books at any time. Let the user enjoy the new experience of fashion, health, environmental protection and convenience. I participated in "and read" Weibo operation during the internship, this plan is divided into six parts: design background, value, design idea, concrete operation strategy, The plan is based on the "5T" word-of-mouth marketing theory-talkers, topics, tools, participation, tracking these five aspects of guidance, through the Sina Weibo platform to implement, The main goal is to develop the operation strategy of "and read" official Weibo, optimize its daily operation, increase the exposure of "and read" brand, strengthen the network dissemination, and further promote "and read" client, Better improve and expand the brand impact of "and read".
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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