湖南省森林公园微信公众号影响力研究

发布时间：2018-06-13 07:17

本文选题：微信公众号 + 森林公园　；参考：《中南林业科技大学》2017年硕士论文

【摘要】：微信公众号自2012年8月23日正式上线以来,便受到了热烈的追捧,是极具潜力的自媒体宣传营销平台,随着其功能的不断开发和完善,微信公众号凭借其强大的影响力迅速发展成为自媒体时代一种主流的宣传营销平台。正因如此,不同行业的企业、公司、媒体都开始建立官方的微信公众号,不少的湖南省森林公园也将之视为了新的宣传营销渠道。在现有的研究中,微信公众号影响力的研究不多,而对森林公园微信公众号的实证研究,来分析其影响力效果及其影响因素更具有现实意义。本文首先对整个湖南省森林公园微信公众号的运营概况进行了梳理,利用WCI微信传播指数对湖南省国家级森林公园的微信公众号进行了影响力排名,摘抄出微信公众号的热门文章并对其类型进行划分,选取WCI指数排名前十的微信公众号推送图文消息的精选评论进行文本分析,再基于AISAS理论对大围山国家森林公园和阳明山国家森林公园的微信公众号后台数据进行实证分析,得出以下结论:(1)整个湖南省森林公园的微信公众号影响力水平差异较大,公众号运营是关注用户即公众号粉丝的多少是关键;(2)现阶段森林公园微信公众号的推送图文内容类型多样,但关于公园的美景宣传以及活动为用户关注的热点;(3)对精选留言的文本分析发现,公众号用户关注森林公园的旅游资源较多,整体来说对公园风景的满意度较高;(4)通过对大围山国家森林公园与阳明山国家森林公园微信公众号的后台数据进行实证研究发现,公众号的影响力范围在周边地域,公众号推文阅读量最高的渠道是朋友圈;(5)公众号的自定义菜单是极具特色的服务项目,对森林公园来说用处很大,关注用户的互动分享行为受图文消息的内容影响较大。根据上述结论,为提高森林公园微信公众号的影响力,建议森林公园要重视微信公众号建设,提升用户数量,内容方面注重原创,增加其趣味程度,多推送活动类图文消息,做好森林公园的营销工作,公众号的建设要贴合用户的需求,注意与用户的互动,以提升森林公园微信公众号的影响力。
[Abstract]:WeChat public number has been enthusiastically sought after since it was officially launched on August 23, 2012, and is a potential self-media marketing platform, with the continuous development and improvement of its functions. With its powerful influence, WeChat Public has developed into a mainstream marketing platform in the media era. As a result, companies, companies and the media in different industries are starting to set up official WeChat public names, and many Hunan Forest Parks see it as a new marketing channel. In the existing research, there are few researches on the influence of WeChat public number, but the empirical research on the public number of WeChat in forest park is more practical significance to analyze its influence effect and its influencing factors. This paper firstly combs the general situation of the operation of the WeChat Public number of the whole Hunan Forest Park, and uses the WCI WeChat Communication Index to rank the influence of the WeChat Public number of the Hunan National Forest Park. Pick out the popular articles of WeChat Public number and divide them into different types. Select the selected comments of WeChat Public number, which is the top 10 in WCI index, to send pictures and text messages for text analysis. Based on the theory of AISAS, this paper makes an empirical analysis on the public number data of WeChat in Dawei Mountain National Forest Park and Yangming Mountain National Forest Park, and draws the following conclusion: 1) the influence level of WeChat public number of the whole Hunan Forest Park is quite different. The operation of the public number is to pay attention to the number of users, that is, the number of fans of the public number. But on the park's beautiful scenery publicity and activities for users to pay attention to the focus of the text analysis of selected messages found that the public number users pay more attention to the forest park's tourism resources, On the whole, the degree of satisfaction with the park scenery is relatively high. (4) based on the empirical research on the backstage data of the Dawei Mountain National Forest Park and the Yangming National Forest Park WeChat Public number, it is found that the influence of the public number is in the surrounding area. The custom menu of public number is a very special service item, which is very useful to forest park, and the interactive sharing behavior of users is influenced by the content of graphic and text message. According to the above conclusion, in order to improve the influence of WeChat public number in forest park, it is suggested that forest park should attach importance to the construction of WeChat public number, increase the number of users, pay attention to originality in content, increase its interest, and push more pictures and texts of activities. In order to promote the influence of WeChat public number in forest park, the construction of public number should meet the needs of the users and pay attention to the interaction with the users.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TU986.52;G206

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