体育院校官方微信公众平台可持续发展研究

发布时间：2018-03-06 16:43

本文选题：体育新闻传播　切入点：微信公众平台　出处：《武汉体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,教育部门不断加强文化建设,积极运用新媒体开展教育宣传工作。2015年,中共中央办公厅、国务院办公厅印发的《关于进一步加强和改进新形势下高校宣传思想工作的意见》中,将加强和改进高校宣传思想工作作为教改的重点。基于此,学界和业界都以各大高校官方微信公众平台为中心做了相关研究,并取得了成果。但是,对体育院校官方微信公众平台的可持续发展研究却少有涉及。本文以全国15所独立体育院校官方微信公众平台为研究对象,借用“议程设置”、“媒介分析”和“品牌传播”等理论,运用文献资料、数理统计和专家访谈等方法,分析体育院校官方微信公众平台发展的不足之处。本文研究重点:分析体育院校官方微信公众平台发展现状,找出在实际运用中存在的主要问题。其难点在于针对这些问题提出建议与对策,创造品牌效益,实现可持续发展。本文的创新点如下:一是通过实证分析,确保了研究结果的科学性和准确性,填补了体育院校官方微信公众平台可持续发展研究的空白。二是从微信公众平台的运营层面阐述其品牌建设的相关问题,不仅丰富了传统的“机构、文本、受众”中关于“机构”的内涵,而且使微信公众平台的“文本”与“受众”得到了全面的发展。本文研究发现:第一,体育院校官方微信公众平台的运营还处于起步时段,待进一步完善;第二,微信公众平台发布的文本形式单一,还可以结合音频、视频、gif动图等多种形式;第三,平台的阅读量、点赞量不高,互动机制缺乏维护,还需要加强线上线下的服务功能,打造品牌效益,提高受众忠诚度。
[Abstract]:In recent years, education departments have continuously strengthened cultural construction and actively used new media to carry out education and publicity work. In 2015, the General Office of the CPC Central Committee, In the opinions on further strengthening and improving the propaganda and ideological work in Colleges and Universities under the New situation, issued by the General Office of the State Council, the emphasis of teaching reform is to strengthen and improve the propaganda and ideological work in colleges and universities. Academic circles and the industry have done relevant research on the official WeChat public platform of universities and colleges, and have achieved results. However, the research on the sustainable development of the official WeChat public platform of sports colleges is seldom involved. This paper takes the official WeChat public platform of 15 independent sports colleges in China as the research object. By using the theories of "agenda setting", "Media Analysis" and "Brand Communication", and using the methods of literature, mathematical statistics and expert interviews, This paper analyzes the deficiency of the development of the official WeChat public platform in sports colleges and universities, and analyzes the present situation of the development of the official WeChat public platform in sports colleges and universities. Find out the main problems in practical application. Its difficulty lies in putting forward suggestions and countermeasures to these problems, creating brand benefit and realizing sustainable development. The innovation of this paper is as follows: first, through empirical analysis, It ensures the scientific and accuracy of the research results, fills the blank of the sustainable development research on the official WeChat public platform of physical education institutions. Second, from the operational level of the WeChat public platform, it expounds the related problems of its brand construction. It not only enriches the connotation of "organization" in traditional "institution, text, audience", but also makes the "text" and "audience" of WeChat public platform develop in an all-round way. The operation of the official WeChat public platform of sports colleges is still in its infancy, which needs to be further improved. Second, the text published by the WeChat public platform is single and can be combined with audio, video and other forms. Third, The reading quantity of the platform is not high, the interactive mechanism is lack of maintenance, it is also necessary to strengthen the online and offline service functions, create brand benefits, and improve the loyalty of the audience.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G807.4;G206

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