自媒体植入式软文的内容策略研究

发布时间：2018-01-15 13:25

本文关键词：自媒体植入式软文的内容策略研究　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：自媒体中“内容+广告”形式的植入式软文成为当前内容创业和商业变现的重要但富有争议的形式。如何实现品牌植入与受众接受的平衡与共生成为值得探究的问题。本文借鉴软文文本分析和植入式广告内容分析框架,在对第三方数据平台的数据进行挖掘和对典型样本进行分析的基础上,融合传播学、符号学和心理学等相关理论进行内容策略的解析,最后结合调查问卷的反馈,对该类软文存在的问题提出改进建议。第一章绪论部分总结学者们对“软文”、“植入式广告”的研究现状,在这些议题研究结论的基础上提出本文的研究问题和方法。第二章对自媒体植入式软文的基本情况进行了说明,包括其具体定义、目前分布现状(反映该类软文偏向的自媒体类型和内容风格)等。第三章在选取典型自媒体样本的基础上,将植入式广告的相关理论进行平移和适配,以求清晰展现和解读其内容策略。个性化、IP化内容定位和立足专业、解读热点、安抚痛点的选题是植入式软文原生内容的主要特点,内容契合度、植入显著度、受众匹配度、幻想主题、诉求方式等是植入文本进行融合的重要因素。同时自媒体需考虑发布频率、位置及后期维护等以协调内容品质与植入广告之间的关系。第四章在广泛阅读该类软文基础上,参考调查问卷的实证分析结果,总结自媒体植入式软文内容普遍存在的问题和不足。第五章从保障受众利益、满足信息需求、维护阅读体验的目的出发,提出改进原则,并细化内容改进策略,包括增强情感黏性与工具属性、优化营销主题、多维延伸跨界合作、营造虚拟使用感等等。
[Abstract]:"content ads" in the media. The form of embedded soft text has become an important but controversial form of current content entrepreneurship and commercial realization. How to achieve the balance and symbiosis between brand implantation and audience acceptance has become a problem worth exploring. Analysis and placement of advertising content analysis framework. Based on the data mining of the third party data platform and the analysis of typical samples, this paper analyzes the content strategy by combining the relevant theories of communication, semiotics and psychology. Finally, based on the feedback of the questionnaire, the author puts forward some suggestions to improve the problems of this kind of soft text. The first chapter summarizes the current situation of scholars' research on "soft text" and "implantable advertising". On the basis of the research conclusions of these topics, this paper puts forward the research problems and methods. Chapter two describes the basic situation of self-media implantation soft text, including its specific definition. The current distribution situation (reflecting the soft text bias of the self-media type and content style) etc. Chapter 3 on the basis of selecting typical self-media samples the relevant theories of implantable advertising are translated and adapted. In order to clearly display and interpret its content strategy. Personalized IP content positioning and based on professional, interpretation of hot spots, appease pain point is the main characteristics of the original content of embedded soft text, content fit degree. Implant saliency, audience matching, fantasy theme, appeal mode are the important factors of integration of implanted text. At the same time, self-media need to consider the frequency of publication. Position and later maintenance to coordinate the relationship between content quality and placement advertising. Chapter 4th on the basis of extensive reading of such soft text, referring to the empirical results of the questionnaire. Summary of the problems and shortcomings in the content of soft text embedded from the media. Chapter 5th from the protection of the interests of the audience to meet the information needs and maintain the purpose of reading experience put forward improvement principles and refine the content improvement strategy. Including enhancing emotional viscosity and tool attributes, optimizing marketing themes, multi-dimensional extension of cross-border cooperation, creating a sense of virtual use and so on.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G206

【参考文献】