《人民日报》微信公众平台研究

发布时间：2018-04-18 14:49

本文选题：微信公众平台 + 人民日报　；参考：《华中师范大学》2016年硕士论文

【摘要】：本文沿着查阅文献——确定方案——实际调查——综合分析——找出问题——提出方案——得出结论的研究思路来进行研究。先是以《人民日报》微信公众平台为研究对象,通过文献研究法、内容分析法,找出《人民日报》利用微信公众平台进行传播的特点和优势,进而以这些传播特色为突破口,从各自方面探索其对《人民日报》纸媒所产生的影响与改变,最终发现纸媒利用微信进行传播的有效途径。本文的结论如下：第一,《人民日报》微信公众平台还没有形成成熟的运营制度,在推送方式、推送时间、安全性能等方面上还稍显稚嫩。第二,在全媒体时代,《人民日报》微信公众平台的发展,需要借助媒介融合策略,一方面借助传统纸媒在媒介内容生产与经营管理方面的优势,另一方面则要充分发挥新媒体在传播技术与传播渠道方面的优势。通过优势互补,实现传播资源的整合。第三,微信平台对于《人民日报》纸媒具有提高品牌形象、满足受众阅读新闻信息需求、扩大媒体影响力的价值。比如信息推送效率高、内容兼具碎片化与完整性、微信用户多年轻化、传播与互动性强等,《人民日报》微信公众平台就需要充分挖掘传播价值、借助微信媒介特性、利用传统纸媒优势资源实施相应策略,扩大传播范围和影响力。本文以《人民日报》为例,通过分析微信对传统纸媒的影响,找到传统媒体利用微信公众平台进行传播的切入点,在此后的传播实践中充分遵循这种发展趋势和特点,为纸媒决策层提供有效参考,以便使传统纸媒更好的在竞争中获胜。同时,也为微信与纸媒理论研究提供新的支撑点。以往的相关研究大多数从营销的角度对微信公众平台进行研究,研究比较分散,没有进行系统性的分析。本文从传播学理论视角出发,并融合了编辑出版学、设计学理论从多方面,对微信公众平台传播对《人民日报》的影响与改变进行分析,具有创新性。
[Abstract]:This article along the literature -- the determination of scheme to find out the actual investigation, comprehensive analysis problems and put forward research ideas: the conclusion of the program for research. First is to "people's Daily" WeChat public platform as the research object, through the literature research method, content analysis method, find out the "people's Daily" by WeChat public platform features and the advantage of communication, and with these propagation characteristics as the breakthrough point, to explore the influence of "people's Daily > and change from their respective media, finally found an effective way to use WeChat media to spread. The conclusions of this paper are as follows: first, the people's daily < > WeChat public platform has not formed a mature operating system in the way, push, push time, safety performance and so on also slightly tender. Second, in all media era, people's daily < > WeChat public platform development needs With the strategy of media convergence, by means of traditional media production in media content and management advantages on the one hand, on the other hand, we should give full play to the advantage in the channel technology and spread of new media. Through the complementary advantages, to achieve the integration of media resources. Third, the WeChat platform has improved brand image for the "people's Daily" newspaper read the news, meet the audience information needs, expand the influence of the media value. For example, information push content with high efficiency, fragmentation and integrity, WeChat users for many years of light, transmission and strong interaction, "people's Daily > WeChat public platform will need to fully tap the value of communication, with WeChat media properties, using the traditional media the advantages of resources to implement the corresponding strategy, expand the scope of the spread and influence. Based on the" people's Daily "as an example, by analyzing the impact of WeChat of traditional media, traditional media to find The starting point for the dissemination of the use of WeChat public platform, in the practice of communication after fully follow the development trend and characteristics, provide effective reference for quick decision-making, so that the traditional media is better to win in the competition. At the same time, but also for the study of WeChat and media to provide theoretical support. Most of the previous studies from the marketing point of WeChat public platform to study, study more scattered, not systematic analysis. This article from the communication theory perspective, and the integration of editing and publishing, design theory from many aspects, analysis of WeChat public platform to spread of "people's Daily" influence and change, innovative.

【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G219.2;G206

【参考文献】