某高校官方微信公众平台内容营销策略研究

发布时间：2018-05-28 19:45

本文选题：高校官微 + 内容营销　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：自2011年微信平台推出以来,人们对微信的应用就越来越广。在微信平台的功能逐步完善的同时,人们借助它强大的社交优势,将它作为企业或个人的营销工具。人们可以在微信平台将语音、图文、小视频等不同形式的内容,推送给用户、好友或朋友圈。微信平台与移动互联网技术完美的结合,为使用者提供了一种便捷的的沟通方式,这种低成本、便捷的特性,使它成为当下主流的营销工具。高校微信公众平台是校报、校园新闻网、校电视台、广播台、学校官方微博以外的另一种官方媒体形态,它和其他校园媒体一样承担着“价值引领、新闻发布、文化传承、形象塑造”的职能,也更多地被称为“官方微信”。本文结合内容营销理论,试图探析高校官方微信应该如何策划、运营,以提高发布内容的阅读量、提升传播效果。笔者在本文中,试图建立微信公众号营销效果的评估模式及效果评估的关键指标,通过对某高校官方微信公众号在2016年9月1日—12月31日期间,推送的图文消息的各项指标,及该微信公众号在此期间的运营情况的相关数据的统计、分析,探析影响该微信公众号内容营销过程中,影响营销效果的因素,并根据评估结果,提出提升营销效果的意见和建议。在结构上,本文共有六章内容。前面两章介绍了研究背景、研究目的与意义、研究方法、研究思路等,并对前期阅读的相关书籍、文献资料进行了整理,对相关理论做了分析。结合微信营销、内容营销相关理论,应用AISAS理论构建了本文对研究对象的评估模式。之后在第3章部分介绍了研究对象:某高校官方微信公众号的运营情况及运营特征。在第4章中,笔者应用构建的评估模式,对研究对象从几个关键指标上进行了分析、评估,并得出相关结论。第5章中,本文结合得出的结论,通过对研究对象某高校官方微信公众号推送的图文消息的案例分析,总结并建议了提高微信内容营销、高校官方微信内容营销效果的策略。本研究基于某高校官方微信公众号内容的评估结果,总结了高校官方微信开展内容营销应该考虑的策略,主要有以下四点:1.设法增加关注用户量;2.合理安排推送消息的频率和时间;3.制作有吸引力的图文消息标题;4.加强原创类图文消息策划。本文的研究价值体现在以下几个方面:一是补充了高校官方微信平台语境下的营销理论,使高校官方微信营销研究更加全面;二是针对某高校官方微信公众号的内容进行了详细的评估与分析;三是对高校官方微信公众平台今后如何更好地提升其营销效果提出了建议。
[Abstract]:Since the launch of WeChat platform in 2011, WeChat has been used more and more widely. While the function of WeChat platform is improving gradually, people use it as a marketing tool for enterprises or individuals with its strong social advantages. People can push voice, text, video and other different forms of content to users, friends or circle of friends on WeChat platform. The perfect combination of WeChat platform and mobile Internet technology provides users with a convenient way of communication. This low-cost and convenient feature makes it the mainstream marketing tool. The university WeChat public platform is a form of official media other than the school newspaper, campus news network, school television station, radio station, and school official Weibo, which, like other campus media, undertakes "value leading, news release, cultural inheritance," The function of image-building is more often called official WeChat. Based on the theory of content marketing, this paper attempts to explore how the official WeChat should be planned and operated in order to improve the reading of the published content and the effect of communication. In this paper, the author tries to establish the evaluation model of the marketing effect of WeChat public number and the key indicators of the effect evaluation, through the various indexes of the graphic and text messages pushed by the official WeChat Public number of a university from September 1 to December 31, 2016. And the relevant data of the WeChat public number operation during this period, analyzing, analyzing and analyzing the factors that affect the marketing effect in the process of content marketing of the WeChat public number, and according to the evaluation results, Put forward suggestions and suggestions to improve marketing effect. In terms of structure, there are six chapters in this paper. The first two chapters introduce the research background, research purpose and significance, research methods, research ideas and so on. Combined with WeChat marketing and content marketing theory, this paper constructs the evaluation model of the research object by using AISAS theory. Then, in Chapter 3, the author introduces the research object: the operation and characteristics of the official WeChat Public number of a university. In chapter 4, the author analyzes and evaluates the research object from several key indexes by using the evaluation model constructed, and draws the relevant conclusions. In the fifth chapter, this paper combined with the conclusion, through the research object of a university official WeChat public number push the picture text message case analysis, summarized and proposed the enhancement WeChat content marketing, the university official WeChat content marketing effect strategy. Based on the evaluation results of the content of official WeChat in a certain university, this study summarizes the strategies that should be considered in the content marketing of official WeChat, mainly as follows: 1: 1. Try to increase the number of users. Reasonably arrange the frequency and time of push messages. Make an attractive picture and text message title No. 4. Strengthen the original type of graphic and text message planning. The research value of this paper is reflected in the following aspects: firstly, it complements the marketing theory in the context of the official WeChat platform of colleges and universities, and makes the research of official WeChat marketing more comprehensive; The second is a detailed evaluation and analysis of the content of the official WeChat public number of a university; the third is to give some suggestions on how to improve the marketing effect of the official WeChat public platform in the future.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

【参考文献】