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百佳出版社微信营销传播研究

发布时间:2018-10-08 19:27
【摘要】:在信息过载、受众碎片化以及受众信息接触习惯变化等因素推动下,出版社基于其自身转型的需要以及微信平台所具有的社交价值与媒介价值,纷纷开展微信营销传播。出版社微信营销传播的开展是对受众主体性地位的认可与强调。在对全国百佳图书出版单位(百佳出版社)这一对象的研究过程中,同时选取了300篇出版社微信文章作为内容文本。实证调查及内容分析显示,百佳出版社微信营销传播要素具有以下特点:应用现状上,开设时间不一、认证率高;推送时间契合受众生活轨迹。识别体系上,多使用拼音形态的微信号;其功能介绍内容方面多强调平台功能定位、语言风格则以独白体为主;其头像设计主要是其社标跨平台的沿用;其功能菜单实现了分级与分类、导向清晰且注重多媒体平台的融合。传播内容上,百佳出版社多使用两种或两种以上的信息形态,且主要呈现为“图片+文字”形态;其内容策略主要是以图书为核心,注重经典书籍的与新书的推介;其内容风格以平铺直叙式为主,兼具有口语式风格;其内容理念是注重原创,原创性文章在其总体传播内容中占有一定比例。传播效果上,其微信文章的阅读数增长平稳,头条文章是出版社微信文章的阅读的主要贡献者;其点赞数相对较少,说明受众对传播内容的认可度一般。对数据挖掘与分析后发现,百佳出版社微信营销传播共存在四个方面的问题。一是传播应用缺乏规划且没有明确的平台定位。二是识别系统同质现象严重,审美设计老化。三是传播内容质量整体上参差不齐,主题模糊,内容缺乏感染力。四是传播效果评价过于强调阅读数与点赞数指标,受众互动重复单一。为解决出版社微信营销传播存在的问题,可从明确定位与传播路径,设立差异化识别系统,丰富内容主题与实行多样化表达、建立综合性效果评价体系与增加受众互动等方面发力。以此,促进百佳出版社微信营销传播的良性发展,并为出版行业提供借鉴意义。
[Abstract]:Under the factors of information overload, audience fragmentation and changes in information contact habits, publishers have launched WeChat marketing communication based on the needs of their own transformation and the social value and media value of WeChat platform. The marketing communication of WeChat Publishing House is the recognition and emphasis of the subjective position of the audience. In the course of the research on the subject of the best publishing unit of the country, 300 WeChat articles are selected as the content text. Empirical investigation and content analysis show that the marketing communication elements of Baijia Publishing House WeChat has the following characteristics: the application of the current situation, different opening time, high certification rate; push time fits the life track of the audience. In the recognition system, the microsignal of pinyin form is used mostly; the content of its function introduction emphasizes the platform function orientation, the language style is monologue, the head design is mainly used in the cross platform of its social standard; The functional menu realizes classification and classification, with clear guidance and emphasis on the fusion of multimedia platform. On the content of communication, Baijia Publishing House mostly uses two or more kinds of information forms, and mainly presents the form of "Picture text", its content strategy is mainly about the book as the core, pays attention to the introduction of classical books and new books; Its content style is mainly composed of plain style and oral style; its content concept is original and original articles occupy a certain proportion in its overall communication content. In terms of communication effect, the number of reading of WeChat articles increases steadily, and the headline article is the main contributor to the reading of WeChat articles, and the number of likes is relatively small, which shows that the audience's acceptance of the content of communication is general. After data mining and analysis, it is found that there are four problems in marketing communication of best publishing house WeChat. The first is the lack of planning and lack of a clear platform for communication applications. Second, the recognition system homogeneity phenomenon is serious, aesthetic design aging. Third, the quality of communication content on the whole uneven, vague themes, lack of infectious content. Fourth, the evaluation of communication effect emphasizes the index of reading number and likes number too much, and the interaction of audience is single. In order to solve the problems existing in the marketing communication of WeChat Publishing House, we can set up a differential identification system to enrich the content theme and carry out diversified expression from a clear position and communication path. Establish comprehensive effect evaluation system and increase audience interaction and so on. In order to promote the sound development of marketing and communication of Baijia Publishing House WeChat, and provide reference for the publishing industry.
【学位授予单位】:湘潭大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:G230.7-F

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