体育资讯微信公众号运营研究

发布时间：2018-01-12 23:01

本文关键词：体育资讯微信公众号运营研究　出处：《上海师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着科技的发展和社会的进步,传统媒体时代在现如今社会受到一定程度的冲击和挑战,体育信息在传播方式上也经过了一系列的更新,微信自诞生以来,就在一步步的前进,毫不夸张的说,微信甚至定义了现代传播学,微信与体育的结合,改变了以往的体育的传播方式。本文以体育资讯微信公众号的运营情况为研究对象,采用案例分析法、文献资料法、定性分析法等方法进行研究。本文主要研究体育资讯微信公众号运营方式,揭示公众号如何培养受众,如何提升受众的忠诚程度等等,并从传播学视角对微信公众号传播体育资讯这一现象进行深入研究,对传播源、传播介质、传播效果进行归纳分析。从而为体育资讯微信公众号运营提出有效建议,最终实现社会效益和经济效益的结合。研究认为,目前我国体育资讯微信公众号瓶颈之处即是形象传播不合理、信息推送不科学、受众互动互动陷入窘境等一些问题,提出了一些相应的解决方法,强化“首因效应”“内容为王”等、加强体育资讯微信公众号推送技巧挖掘、强化USP理论和体育资讯微信公众号结合应用、强调需求和动机理论对体育资讯微信公众号定位,并得出一些结论:1、体育资讯微信公众号运营之前,坚持科学设计品牌形象,科学定位受众2、体育资讯微信公众号推广方式创新,坚持受众兴趣,树立时代特色3、体育资讯微信公众号运营内容必须深耕,全面优化推送技巧4、体育资讯微信公众号运营坚持联系受众,加强沟通交流在传统媒体和新媒体难分伯仲的当下,体育资讯微信公众号面临诸多问题和挑战,但是它有自己独特的资源优势及自媒体个性,体育资讯微信公众号应直面问题和挑战,根据本研究的结果,为体育资讯微信公众号冲破瓶颈,寻求更好的运营和发展,提供了一定的解决方法和手段。
[Abstract]:With the development of science and technology and social progress, the traditional media era in nowadays social impacts and challenges, sports information in the mode of transmission is through a series of updates, WeChat since its birth, in a step by step forward, it is no exaggeration to say that WeChat even defined the modern communication. The combination of WeChat and sports, changed the mode of transmission. Based on the physical operations of WeChat sports information public, as the research object, adopts the method of case study, literature research, qualitative analysis and other methods. This paper mainly studies the sports information WeChat public operations, how to cultivate the audience to reveal the public No. how to improve the degree of loyalty to the audience, and so on, and from the perspective of communication in-depth study on WeChat public dissemination of sports information of this phenomenon, the media communication to the communication source, communication effect Inductive analysis. The paper puts forward some effective suggestions for the WeChat sports information public operations, finally realizes the combination of social benefits and economic benefits. The research thinks, at present our country sports information bottleneck is WeChat public image is not reasonable, information push is not scientific, audience interaction problems of interactive dilemma, put forward some the corresponding solutions, to strengthen the "first effect" "content is king", strengthen the sports information WeChat push the public number skills of mining, strengthen the USP theory and the public, combined with the application of WeChat sports information, highlight the need and motivation theory of sports information WeChat public number location, and draw some conclusions: 1, before WeChat sports information public operations, adhere to the scientific design of the brand image, the scientific orientation of audience of 2, the number of public sports information innovation WeChat promotion, adhere to the interest of audience, set up the features of the age of 3, sports. WeChat news public operations, content must be deep, fully optimize the push skills 4, WeChat sports information public operations to contact audience, strengthen communication in the traditional media and new media nanfenbozhong today, WeChat sports information, the public is facing many problems and challenges, but it has its own unique advantages in resources and media personality. WeChat sports information public, should face the problems and challenges, according to the results of this study, as WeChat sports information public, break through the bottleneck, operations and seek better development, provide the solutions and means to a certain extent.

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05;G206

【参考文献】