“财鱼管家”微信公众号运营方案设计

发布时间：2018-01-03 01:39

本文关键词：“财鱼管家”微信公众号运营方案设计　出处：《北京印刷学院》2017年硕士论文　论文类型：学位论文

【摘要】：目前越来越多的企业都开通了属于自己的微信公众号。微信公众号成为了企业和用户之间沟通最便捷的桥梁。研究者有幸接触到了“财鱼管家”微信公众号的初期规划。“财鱼管家”微信公众号是为“财鱼管家”APP营销服务的,APP和微信公众号的名字都是“财鱼管家”。“财鱼管家”微信公众号是在2015年8月首次申请使用的。由于缺乏运营经验又缺少运营方案的理论指导,微信公众号在初期知名度并不高,可以说没有取得初期预想的效果。微信公众号运营人员面临着粉丝量与阅读量停滞不前等各种各样的问题。所以,改进运营方式、形成有指导意义的运营方案非常重要。为提高运营方案的真实性与可行性,研究者对十名资深金融类微信公众号用户进行了深度访谈,在深度访谈之后做了文本的分析。通过深度访谈和文本分析,研究者整理出了一套具有现实意义的运营方案。方案前部分以调查、研究、分析为前提,后面部分是在理论性的策略研究基础上,升华为具体的、操作性较强的运营方法与步骤。具体的运营方案包括了“财鱼管家”微信公众号的定位、内容生产与编辑、平台的搭建、阅读页面的设计、微信公众号的推广运营等细枝末节的操作细节。除此之外,研究者还对财鱼管家的盈利模式作了初步设想。随着今后微信公众平台新功能的不断开发以及“财鱼管家”微信公众号的新的补不足显现,方案还需不断更新、修正。
[Abstract]:At present, more and more enterprises have opened their own public number WeChat. WeChat has become a public number most convenient bridge between enterprises and users. Researchers have come into contact with the "preliminary planning for the fish house" WeChat public number. "The fish house" WeChat public number is "fish house" APP marketing service the public number APP and WeChat are both named "fish house". "Fish house" is the first application to use the WeChat public number in August 2015. Due to the lack of operational experience and the lack of theoretical guidance of the operation plan, WeChat, in the early stage of public awareness is not high, can be said to have the desired results. WeChat public number operators are faced with the amount of fans and the amount of reading stagnant all sorts of problems. Therefore, improving the operation mode, the formation of operation scheme has guiding significance for the improvement of transport is very important. The authenticity and feasibility of business plan, the researchers conducted in-depth interviews with ten senior financial WeChat public number of users, the text analysis in depth interview. Through in-depth interviews and textual analysis, the researchers sorted out a practical operation scheme before the part of the investigation, research, analysis of the premise, the back part is based on the theory of strategy research on the sublimation of specific operations, effective methods and steps. The specific operation scheme includes positioning the fish house "WeChat public number, content production and editing, platform design, pages, etc. promotion operations WeChat public number all the minor details details of the operation. In addition, the researchers also profit model of fish Butler has made the preliminary idea. With the continuous development of new features in the future WeChat public platform and" fish tube The new complements of the WeChat public show that the scheme needs to be updated and revised.

【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;G206-F

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