“灵魂有香气的女子”微信公众号内容生产与传播策略分析

发布时间：2018-01-19 10:18

本文关键词： 微信公众号内容生产品牌建设营销推广　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：微信公众平台自2012年8月正式上线,依托微信的技术支持,可以实现自身的数据统计分析,运营者能够轻松的看到微信的阅读量和转发量等,因此就能够轻松完成受众分析和用户定位。微信公众平台的出现受到企事业单位、个人(包括名人、普通人)欢迎,其内容也涵盖文化娱乐、科技体育、社会新闻、个人文章等方方面面。据腾讯官方数据,截止2015年三月份末,微信公众号已经超过八千万个,而微信用户中也有近80%的人关注了微信公众号。微信公众号的出现让微信成为自媒体蓬勃发展的一片沃土。自媒体的兴盛颠覆了传统话语权掌握在大众媒体和社会精英群体手里的状况,受众不仅拥有接受信息的权力,也获得了信息生产的权力。随着自媒体应用软件的逐渐火热,越来越多的传统媒体人和明星名人、企业单位、机构等开始开设个人微信公众平台账号,建设属于自己的话语阵地,实现了信息高速快捷传播和受众简单迅速接收信息资讯的目标。2016年以来,原创性微信公众号的受欢迎程度逐渐攀升,人们对其新闻资讯功能的依赖也越来越强。自媒体接轨资本,不断提高自身的专业化,更多的自媒体脱离对平台的依赖,逐渐深入到垂直产业链中,形成独立的品牌形象。微信公众号也正在构建成熟化的盈利模式,其内容逐渐展现出自媒体、自商业、自品牌的独特优势。"灵魂有香气的女子"微信公众号创立于2014年7月14日,初期主创的两位女性是作家兼传统媒体人身份,目前其粉丝已经达到了 120多万。笔者在对其早期每日发布的文章进行统计及对其篇数和内容风格、选题来源等方面的大致分析后,发现"灵魂有香气的女子"微信公众号有着自身独特的内容"众包"生产方式、个性传播、品牌社群建设策略、创新的盈利模式,这些都是推动其欣欣向荣发展的深层力量。2015年"灵魂有香气的女子"获得吴晓波"狮享家新媒体基金" 300百万的融资,同年与古井贡酒达成合作关系,一跃成为个人类微信公众号前几名。本文将"灵魂有香气的女子"微信公众号作为笔者论文的研究对象,对其做内容分析和内容生产、品牌建设、传播策略的研究。
[Abstract]:WeChat public platform officially launched since August 2012, relying on the technical support of WeChat, can achieve their own statistical analysis of data, operators can easily see the amount of WeChat reading and forwarding, and so on. Therefore, it is easy to complete audience analysis and user positioning. The emergence of WeChat public platform is welcomed by enterprises and institutions, individuals (including celebrities, ordinary people), its content also covers cultural entertainment, science and technology sports. Social news, personal articles and more. As of the end of March 2015, WeChat Official account had more than 80 million, according to official data from Tencent. And nearly 80% of WeChat users have paid attention to WeChat Official account. The appearance of WeChat Official account has made WeChat a fertile land for self-media to flourish. The rise of self-media has overturned the traditional right to speak in the mass media. And the situation in the hands of the elite. The audience not only has the power to receive information, but also the power of information production. With the increasing popularity of self-media application software, more and more traditional media people and celebrities, business units. Institutions began to open personal WeChat public platform account, to build their own discourse position, to achieve the goal of high-speed and rapid dissemination of information and the audience to receive information quickly and simply. Since 2016. The popularity of original WeChat Official account is rising, and people rely more and more on its news and information function. More independent media from the platform dependence, gradually into the vertical industrial chain, forming an independent brand image. WeChat Official account is also building a mature profit model, its content gradually emerged from the media. Since business, since the unique advantages of the brand. "Soul has the aroma of the woman" WeChat Official account was founded in July 14th 2014, the initial initiative of the two women are writers and traditional media identity. At present, the number of fans has reached more than 1.2 million. The author of his early daily articles published statistics and its number and content style, topic sources and other aspects of the general analysis. It is found that WeChat Official account has its own unique content, "crowdsourcing" mode of production, personality communication, brand community building strategy, and innovative profit model. These are the deep forces that drive its flourishing development. In 2015, the scented Soul was financed by Wu Xiaobo's "Lions' Home New Media Fund" (300 million). In the same year, we reached a cooperative relationship with Gujing Gong wine, and became the first few people WeChat Official account. This article takes Official account WeChat as the research object of my thesis. Do content analysis and content production, brand building, communication strategy research.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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