健美操类微信公众平台信息传播状况的研究

发布时间：2018-01-19 02:35

本文关键词： 微信公众平台健美操信息传播　出处：《西安体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：微信公众平台作为一种崭新的传播媒介,它以其自身传播速度快、传播空间广,无限制转发分享的诸多特性成为健美操运动项目推广的重要阵地。本文通过对七个健美操类微信公众平台的信息传播渠道进行传播状况的梳理并对比相互之间的推送差异,从信息总量、信息主题、信息来源、信息传播形式、信息时效性及互动性等方面入手,着重研究七个公众平台推送内容上相互之间的差异,以总结出七个公众平台推送中存在的问题,并给出相应的建议,为七个公众平台未来的生存、发展提供有价值的参考,进而提升微信公众平台对健美操运动传播的整体质量。本研究以2016年健美操联盟网、恋上健美操啦啦操、速翼体育、广东省健美操群英会、九略体育、SMU健美操队、Tang420健美操推送的内容为统计来源,通过文献资料法、内容分析法、对比研究法、案例分析法、数据统计法对健美操类微信公众平台内容分类归纳整理,并对比剖析论述。健美操类微信公众平台的建立开启了健美操运动传播的新纪元,通过研究本文得出如下结论:微信公众平台将成为各项体育运动未来推广的重要阵地之一;信息推送频次不规律;推送内容同质化、信息内容缺乏深度性;信息服务质量提升空间较大;首页板块设置不完善;彰显多媒体传播形式的优势;赛事信息传播时效性弱;平台的互动服务欠缺。根据健美操类微信公众平台的运营现状提出如下的建议:选好时间段,实现最佳推送;提供独特优质的内容,深度挖掘赛事信息;迎合受众喜好发布不同主题的原创信息;完善首页设置,优化用户体验;强化赛事信息传播的时效性;加强互动功能,提高用户参与度。
[Abstract]:WeChat public platform as a new media, it has its own speed of communication, spread space wide. The characteristics of unlimited retweeting and sharing have become an important position in the promotion of aerobics. This paper combs and compares the information dissemination channels of seven aerobics WeChat public platforms. Push the difference. From the aspects of the total amount of information, the subject of information, the source of information, the form of information dissemination, the timeliness and interactivity of information, the paper focuses on the differences between the seven public platforms in pushing content. In order to summarize the problems in the push of seven public platforms and give the corresponding suggestions for the future survival and development of the seven public platforms to provide valuable reference. And then improve the overall quality of the WeChat public platform on the dissemination of aerobics. This study is based on the 2016 aerobics alliance network, love aerobics, speed wing sports, Guangdong aerobics group, nine sports. SMU aerobics team Tang420 aerobics push content for the source of statistics, through the literature method, content analysis method, comparative research method, case analysis method. Data statistics on the aerobics WeChat public platform content classification and collation, and comparative analysis. The establishment of aerobics WeChat public platform opened a new era of aerobics dissemination. The conclusions are as follows: WeChat public platform will become one of the important positions of sports promotion in the future; The frequency of information push is irregular; Push content homogeneity, lack of depth of information content; The improvement of information service quality has a large space; Home plate set is not perfect; Highlight the advantages of multimedia communication; The timeliness of information dissemination is weak; The interactive service of the platform is deficient. According to the current operation situation of the aerobics WeChat public platform, the following suggestions are put forward: choose a good time period to achieve the best push; Provide unique and high-quality content, in-depth mining of event information; Cater to the audience like to publish original information on different topics; Perfect home page setting, optimize user experience; Strengthen the timeliness of information dissemination; Strengthen the interactive function, improve the user participation.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G831.3

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