网球类微信公众号传播特性及发展策略研究
发布时间：2018-11-15 10:13
【摘要】：研究网球类微信公众微信号的目的在于可以了解到网球方面的微信公众号的发展现状,并且通过此研究中对网球类的微信公共号进行分类,根据两者进行阅读量和点赞数等数据之间的比较,来分析比较出之间的共性和差异,文章质量和存在的优势和劣势,再从整体的网球类微信公众号进行总结和分析出网球类微信公众号整体的以及所存在的问题,在研究中去分析网球类微信公众号将来的发展做出相应的对策最后进行总结和建议。在2016年,腾讯公司公布了2016年的业绩报表,其中关于微信这个App整体已经覆盖了90%以上的智能手机,在2013-2016年每月用户活跃量处于持续上升状态,在2016年更是达到了5.49亿人。网球相关企业、媒体竞争发展在宣传方面看到微信公众号平台成为当今热门应用都来进行摸索和试水,并且微信公众号只需要用户通过手机即可阅览到推送的消息,便于与用户在虚拟与现实的交际圈中进行分享和交流。本文采用了文献资料法、随机抽样法、数据分析法、对比分析法和逻辑分析法,通过分析对于网球类微信公众号得出以下结果:网球类微信公众号传播特性为传播形式相对固定、网球类公众微信号传播内容相对单一、在品牌价值的塑造上存在差异、在内容传播的影响力度上存在差距。网球类微信公众号存在推送时间点混乱,没有固定的推送时间点、认证与非认证网球类文章传播影响差距较大的问题。整理出合理统一的推送时间;加强网球类微信公众号的特色传播内容的形式;提高推送内容能够质量,原创文章是提高阅读量的要素之一;非认证网球类公众号可以进行认证的转化,树立权威品牌的发展对策。总结出目前网球类微信公众号的发展还处于一个起步阶段,主体与自身的定位相对比较符合,但还有许多的方面需要完善,还存在着推送时间点混乱,没有统一的推送时间段、推送内容类别单一、认证与非认证网球类文章质量差距较大等问题。目前还没有一位能够达到优秀微信公众号平台的行列中。给予网球类微信公众号的平台建设中,需要加强自身公众号的定位,丰富推送消息内容以及规范推送消息,加大文章的质量是未来提升网球类微信公众号品质的重要因素。网球类微信公众号必需根据自身发展的需要和特点对存在的问题来进行相对的改进,加大推送消息的传播内容形式,保证推送内容质量,统一规范推送时间段的建议。
[Abstract]:The purpose of studying the public microsignal of tennis WeChat is to know the current situation of the development of the public number of WeChat in tennis, and to classify the public number of WeChat in this study. According to the comparison between the two data, such as reading quantity and likes, this paper analyzes and compares the commonness and difference, the quality of the article and the advantages and disadvantages of the article. Then from the overall tennis WeChat public number summary and analysis of tennis WeChat public number as a whole and the existing problems, In the study to analyze the future development of tennis WeChat public to make the corresponding countermeasures and suggestions. In 2016, Tencent released its 2016 results report, in which WeChat, the App as a whole, covered more than 90 percent of smartphones, and monthly user activity continued to rise in 2013-2016. It reached 549 million in 2016. Tennis related enterprises, the development of media competition in the promotion of WeChat public number platform has become a hot application to explore and test water, and WeChat public number only need users through the mobile phone to read the push news, Easy to share and communicate with users in virtual and real world. This paper adopts the methods of literature, random sampling, data analysis, contrast analysis and logic analysis. Through the analysis of the tennis WeChat public number obtained the following results: tennis WeChat public number transmission characteristics for the transmission form is relatively fixed tennis public microsignal communication content is relatively single there are differences in brand value shaping. There is a gap in the impact of content dissemination. Tennis WeChat public number has the confusion of push time point, no fixed push time point, and the difference between authentication and non-authentication tennis article communication. Arranging the reasonable and unified push time, strengthening the form of the characteristic communication content of the tennis WeChat public number, improving the quality of the push content, the original article is one of the elements to improve the reading quantity; Non-attestation tennis public number can be transformed into authentication and establish the development countermeasures of authoritative brand. It is concluded that the development of the tennis WeChat public number is still in its infancy, the main body is relatively consistent with its own positioning, but there are still many aspects to be improved, and there is still confusion in the push time point and there is no unified push time period. Push content category is single, authentication and non-certification tennis articles quality gap and so on. At present, no one has been able to reach the excellent WeChat public number platform in the ranks. In the construction of the platform to give the tennis WeChat public number, it is necessary to strengthen the positioning of its own public number, enrich the content of push message and standardize the push message, and increase the quality of the article is an important factor to improve the quality of the public number of tennis WeChat in the future. The public number of tennis WeChat must make relative improvement according to its own development needs and characteristics, increase the content form of push message, guarantee the quality of push content, and unify the suggestion of standard push time period.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G845
本文编号：2333003
[Abstract]:The purpose of studying the public microsignal of tennis WeChat is to know the current situation of the development of the public number of WeChat in tennis, and to classify the public number of WeChat in this study. According to the comparison between the two data, such as reading quantity and likes, this paper analyzes and compares the commonness and difference, the quality of the article and the advantages and disadvantages of the article. Then from the overall tennis WeChat public number summary and analysis of tennis WeChat public number as a whole and the existing problems, In the study to analyze the future development of tennis WeChat public to make the corresponding countermeasures and suggestions. In 2016, Tencent released its 2016 results report, in which WeChat, the App as a whole, covered more than 90 percent of smartphones, and monthly user activity continued to rise in 2013-2016. It reached 549 million in 2016. Tennis related enterprises, the development of media competition in the promotion of WeChat public number platform has become a hot application to explore and test water, and WeChat public number only need users through the mobile phone to read the push news, Easy to share and communicate with users in virtual and real world. This paper adopts the methods of literature, random sampling, data analysis, contrast analysis and logic analysis. Through the analysis of the tennis WeChat public number obtained the following results: tennis WeChat public number transmission characteristics for the transmission form is relatively fixed tennis public microsignal communication content is relatively single there are differences in brand value shaping. There is a gap in the impact of content dissemination. Tennis WeChat public number has the confusion of push time point, no fixed push time point, and the difference between authentication and non-authentication tennis article communication. Arranging the reasonable and unified push time, strengthening the form of the characteristic communication content of the tennis WeChat public number, improving the quality of the push content, the original article is one of the elements to improve the reading quantity; Non-attestation tennis public number can be transformed into authentication and establish the development countermeasures of authoritative brand. It is concluded that the development of the tennis WeChat public number is still in its infancy, the main body is relatively consistent with its own positioning, but there are still many aspects to be improved, and there is still confusion in the push time point and there is no unified push time period. Push content category is single, authentication and non-certification tennis articles quality gap and so on. At present, no one has been able to reach the excellent WeChat public number platform in the ranks. In the construction of the platform to give the tennis WeChat public number, it is necessary to strengthen the positioning of its own public number, enrich the content of push message and standardize the push message, and increase the quality of the article is an important factor to improve the quality of the public number of tennis WeChat in the future. The public number of tennis WeChat must make relative improvement according to its own development needs and characteristics, increase the content form of push message, guarantee the quality of push content, and unify the suggestion of standard push time period.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G845
【相似文献】
相关硕士学位论文 前2条
1 魏珊珊;网球类微信公众号传播特性及发展策略研究[D];成都体育学院;2017年
2 张燕妮;手机报纸研究[D];广西大学;2008年
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