腾讯NBA微信公众号现状研究

发布时间：2018-04-01 10:01

本文选题：微信公众号　切入点：腾讯　出处：《成都体育学院》2017年硕士论文

【摘要】：微信公众号传播是一种人际交往模式的融合,媒体可以通过受众的资料介绍,准确了解受众定位并发送用户群所需要的信息。目前,微信公众号被各行各业广泛应用。目前体育类公众号虽在数量上达到一定的规模,但是优质账号较少,腾讯NBA微信公众号在2015年入选十大体育类微信公众号,其运营模式、推送内容和品牌力的塑造相对成功,具备一定的研究价值。笔者在本研究中采用文献研究法、文本研究法、数据分析法和比较研究法对对腾讯NBA微信公众号的标题特点、内容选题、栏目设置、关键词规则、推送方式以及与腾讯旗下其他媒体平台的联动传播进行了研究分析。本文选取腾讯NBA微信公众号2016年11月12月共354条推送消息作为样本,首先对其推送数量、时间、阅读量进行统计,分析其活跃度。然后对其标题设计、排版风格、推送形式及内容选题进行研究,分析其在内容推送机制上的规律;同时,针对其栏目菜单和关键词规则上的设置,找出腾讯NBA微信公众号与腾讯旗下其他媒体平台在NBA资讯传播中的互补和差异。经过研究发现,腾讯NBA微信公众号在内容的推送数量、阅读量上处于同类型公众号中前列。推送的消息在内容呈现上以文字+图片+视频+链接的多元化组合方式为主;议题选择上以针对赛事资讯、球星动态以及场外花絮等多个方面的深度解读为主,且文章的来源具有高度的原创性。其多样化的句式设计和娱乐化、口语化的标题风格符合现代受众的阅读习惯,配合优质的内容,保证了文章的高阅读量。腾讯NBA微信公众号作为腾讯打造的门户网站+APP+微信公众号多平台联动的NBA推广模式下的一部分,腾讯NBA微信公众号利用自身的特有传播机制,在菜单栏目设置和关键词规则设置上紧跟热点变化,将腾讯门户网站和APP上的热点新闻进行分类整合,提供了更便捷的新闻查找方式。不仅丰富了自身的信息体量,也与其他传播平台之间互补长短。但是在个别栏目设置和关键词规则的出现了更新不及时的情况,影响了用户体验。综上所述,腾讯NBA微信公众号在运营模式、推送内容和品牌力的塑造上都处于同类型公众号前列,对同类型微信公众号的运营具有一定的过借鉴意义。
[Abstract]:WeChat Official account Communication is a kind of integration of interpersonal communication mode. The media can accurately understand the location of the audience and send the information needed by the user group through the information introduction of the audience. Official account WeChat has been widely used in various industries. Although the number of sports Official account has reached a certain scale, but there are fewer high-quality accounts, Tencent NBA has been selected as the top 10 sports WeChat Official account in 2015, its operating mode. The development of push content and brand power is relatively successful and has certain research value. In this study, the author uses the methods of literature research, text research, data analysis and comparative research to analyze the title characteristics of Tencent NBA WeChat Official account. Content selection, column setup, keyword rules, push mode and the linkage with other media platforms of Tencent are studied and analyzed. This paper selects 354 push messages from Tencent NBA WeChat Official account in November 2016 as a sample. First of all, the number of push, time, reading amount of statistics, analysis of its activity. Then the title design, typesetting style, push form and content of the study, analysis of its content push mechanism in the law; at the same time, In view of its column menu and keyword rules, find out the complementarities and differences between Official account of Tencent NBA WeChat and other media platforms of Tencent in the dissemination of NBA information. In terms of reading quantity, it is in the forefront of Official account of the same type. The content of the push message is mainly composed of text, picture, video link, and the topic is chosen according to the event information. The deep interpretation of the star's dynamics and off-court stories is the main, and the source of the article is highly original. Its diversified sentence design and entertainment, colloquial title style conforms to the reading habits of the modern audience. With the high quality content, it ensures the high reading quantity of the article. Official account of Tencent NBA WeChat, as part of the NBA promotion mode of the multi-platform linkage of the APP WeChat online portal website built by Tencent, Tencent NBA WeChat Official account, using its own unique communication mechanism, closely followed the changes of hot spots in menu column setting and keyword rule setting, and classified and integrated the hot news on Tencent's portal and APP. Provides a more convenient way to find news. It not only enriches one's own information volume, but also complements with other communication platforms. However, in the case of individual column settings and keyword rules, the update is not timely. To sum up, Official account of Tencent NBA WeChat is in the forefront of the same type Official account in terms of operation mode, push content and brand power, which has a certain reference significance for the operation of the same type of WeChat Official account.
【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;G841

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