大河网财经微信公众号问题与对策研究

发布时间：2018-01-05 03:08

本文关键词：大河网财经微信公众号问题与对策研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：2012年8月腾讯公司在微信的基础上开发出了微信公众平台,这一平台是微信新增的功能模块之一。通过微信公众平台组织及个人既可以向公众推送文字、图片和语音,还可以与受众进行全方位的沟通和互动。微信公众号作为新的社交媒体,随着微信用户的增加其数量呈现出不断上涨的趋势。截至目前,微信公众号数量已达千万级别,具有了极大的社会影响力。无论是对于微信公众号传播主体还是对于微信公众号用户来说,其发展程度与优质公众号一直是大家所关注的话题,对微信公众号的探讨学界也从未停止过。本文以大河网财经微信公众号为研究对象,基于5W模式对大河网财经微信公众号传播过程中的五要素进行分析。通过内容分析法和访谈法对大河网财经微信公众号的内容样本进行统计分析,发现大河网财经微信公众号经历了三个阶段,具有新的特点也存在很多问题:传播主体没有专业化运营团队、互动性差;内容专业性不够、同质化严重、形式单一;用户活跃度低、潜在受众挖掘不够等。互联网时代对以用户为导向的新媒体来说,想要突出重围,异军突起,只能做专和精。未来微信公众号的发展趋势之一是更加注重专业优质内容的输出。在新媒体传播中“内容为王”依然是第一准则。随着河南经济的不断发展壮大,人们对于经济信息的需求增大,地方财经新闻发挥出新闻媒介的重要作用,在人们的社会生产和生活中担任起重要的角色。提高河南财经新闻的传播效果具有很强的现实意义。大河网财经微信公众号作为人们获取财经信息,关注自身和社会发展的一个平台,既要充分遵循财经新闻自身的特点,注重财经新闻的专业性、全局性,同时又应顺应新媒体时代受众的阅读习惯生产优质原创内容。因此,大河网财经微信公众号需要一个专业化的运营团队通过鲜明的全局化视角,在保证专业化的前提下,运用新媒体技术变单一图文为多媒体可视化内容,把财经新闻广泛、通俗的传播出去,既给人们提供清晰的决策参考,又使大河网财经微信公众号在激烈的微信公众号竞争中做出品牌,扩大影响力。
[Abstract]:In August 2012, Tencent developed WeChat public platform based on WeChat, which is one of the new function modules of WeChat. Organization and individual can push text to the public through WeChat public platform. As a new social media, WeChat Official account, as a new social media, has shown a rising trend in the number of micro-credit households. The number of WeChat Official account has reached tens of millions of levels, with great social influence, both for the WeChat Official account dissemination of the main body or for WeChat Official account users. Its development and quality Official account has been a topic of concern to everyone, and the academic circle of WeChat Official account has never stopped. This paper takes Official account as the research object. Based on the 5W model, this paper analyzes the five elements in the process of Official account communication of WeChat WeChat of Dahe net. Through the method of content analysis and interview, the paper makes a statistical analysis on the content samples of Official account of WeChat Financial WeChat of Dahe Network. Found that Dahe network financial WeChat Official account experienced three stages, with new characteristics and there are many problems: the main body of communication has no professional operation team, poor interaction; The content is not professional enough, the homogeneity is serious, the form is single; Users are low in activity, potential audience mining is not enough. The Internet era for the new user-oriented media, want to break out of the siege, emerging. One of the trends of future WeChat Official account is to pay more attention to the output of professional and high quality content. In the new media communication, "content is king" It is still the first criterion. With the development of Henan economy. With the increasing demand for economic information, local financial news plays an important role in news media. Play an important role in people's social production and life. Improve the effect of Henan financial news dissemination has a strong practical significance. Dahe network WeChat Official account as a people to obtain financial information. Pay attention to itself and a platform for social development, we should fully follow the characteristics of financial news, pay attention to the professionalism of financial news, overall. At the same time, should conform to the new media era audience reading habits to produce quality original content. Therefore, Dahe WeChat Official account needs a professional operation team through a clear global perspective. On the premise of professionalization, the new media technology is used to change the single picture and text into multimedia visual content, and to spread the financial news widely and popularly, which provides people with clear decision-making reference. Dahe network financial WeChat Official account in the fierce WeChat Official account competition to make brand, expand influence.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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