微信公众号的软文营销研究

发布时间：2018-03-11 19:39

本文选题：微信公众号　切入点：软文　出处：《沈阳师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：微信公众号的软文现象越来越受到业界的关注,动辄几十万一条的软文报价让公众号运营者尝到了内容变现的甜头,良好的传播效果也让企业达到了应有的宣传目的,但是对于这个新兴领域一直以来缺乏学者的深入研究,笔者在日常的观察和实践过程中得以近距离接触软文营销的整个过程,特将研究重点放在微信公众号的软文营销上,通过资料收集和分析主要剖析在微信公众号这个新平台上,如何借助全新的载体进行软文营销,并从中展望软文营销的未来发展。现阶段,国内学者对软文的研究虽然不少,但大多针对传统媒体上的软文,对于不断涌现的新媒介上的软文研究甚少,因此,本文尝试综合运用文献分析、个案分析和文本分析的方法对微信公众号软文营销的各个方面进行考察,针对这个尚未被深入研究的领域做一个全面的剖析,进而发现其中存在的问题,提出行之有效的解决方法。本文主要围绕微信公众号的软文营销进行研究,共分为三个部分。第一部分为绪论,主要阐述了研究缘起和研究的实用意义,针对研究的空白点,论述了此选题所具有的价值。在国内外研究现状的论述部分,通过总结学界对于软文和软文营销的研究,在这些研究的基础上形成本文的研究方向并针对研究对象运用科学的方法,做到角度创新。第二部分是论文的主体部分,一共包括五章。第一章先分析了微信公众号软文营销产生的原因,其次着重分析软文概念,通过从新闻媒体规范领域、公共关系领域、广告领域对软文进行辨析,将本文所讨论的软文概念限定在广告领域,并从微信公众号软文营销和传统软文营销的关系入手,分析得出微信公众号软文营销的概念;第二章对微信公众号软文营销的模式进行了剖析,构建出微信公众号软文营销的Q-G-K-D模式,并着重分析了各个主体在Q-G-K-D模式中扮演的角色,最后通过“路虎”软文的实例分析模式功能的实现;第三章结合实际案例将软文营销步骤总结为三步,从挖掘企业诉求到软文写作,最后到软文发布和效果评估,通过对步骤的解析,进一步了解微信公众号的软文营销应该如何具体操作;第四章围绕营销中“法”与“德”的失范问题、软文写作中的规范问题以及营销主体之间的协作沟通问题分别对微信公众号软文营销中出现的各种问题进行了剖析;第五章则针对问题提出相应的解决策略。最后一部分为结语,重在展望微信公众号软文营销今后的发展方向,并且希望有志之士将其放于不同的理论框架下深入研究并不断突破。通过本文的研究发现,微信公众号的软文营销在以后的新媒体发展中将扮演重要的角色,在技术的加持下,高质量的软文将促进广告行业的繁荣,作为营销中独特的存在,软文营销也将促进市场经济体制的完善。
[Abstract]:The phenomenon of WeChat Official account's soft writing has been paid more and more attention to by the industry. The frequent dozens of soft article quotations have given Official account operators a taste of the sweetness of the realization of content, and good communication effects have also enabled enterprises to achieve their due publicity purposes. However, for this emerging field, there has been a lack of in-depth research by scholars. In the course of daily observation and practice, the author has been able to get close contact with the whole process of soft text marketing, especially focusing on the soft text marketing of Official account on WeChat. Through data collection and analysis, this paper mainly analyzes how to carry out soft text marketing with the help of new carrier on the new platform of WeChat Official account, and look forward to the future development of soft text marketing. But most of them focus on the soft text in the traditional media, and there are few researches on the new media. Therefore, this paper tries to use the literature analysis synthetically. The method of case analysis and text analysis investigates every aspect of the soft text marketing of WeChat Official account, and makes a comprehensive analysis of this field which has not been studied in depth, and then finds out the existing problems. This paper mainly focuses on the research of Official account's soft text marketing, which is divided into three parts. The first part is the introduction, which mainly expounds the origin of the research and the practical significance of the research, aiming at the blank spot of the research. This paper discusses the value of this topic. At home and abroad, the current situation of research, through the summary of academic research on soft text and soft article marketing, On the basis of these studies, this paper forms the research direction and uses scientific methods to achieve angle innovation. The second part is the main part of the paper. It consists of five chapters. The first chapter analyzes the reasons for the emergence of the WeChat Official account soft text marketing, and then focuses on the analysis of the concept of soft text, through the analysis of the field of news media norms, public relations field, advertising field. The concept of soft text discussed in this paper is limited to the field of advertising, and from the relationship between the soft text marketing of WeChat Official account and the traditional soft text marketing, the concept of the soft text marketing of Official account WeChat is analyzed. In the second chapter, the author analyzes the marketing mode of Official account, constructs the Q-G-K-D model, and analyzes the roles played by various subjects in the Q-G-K-D model. Finally, through "Land Rover" soft text example analysis mode function realization; the third chapter combines the actual case to sum up the soft text marketing step into three steps, from excavating the enterprise appeal to the soft article writing, finally to the soft article release and the effect appraisal, Through the analysis of the steps, we can further understand how the soft text marketing of WeChat Official account should be operated concretely. Chapter 4th revolves around the problem of "law" and "virtue" in marketing. The normative problems in soft text writing and the problems of cooperation and communication among marketing subjects are analyzed respectively to the various problems that appear in the soft text marketing of Official account of WeChat; Chapter 5th puts forward the corresponding solutions to the problem. The last part is the conclusion, focusing on the prospects for the future development direction of the WeChat Official account soft text marketing. Through the research of this paper, it is found that the soft text marketing of WeChat Official account will play an important role in the development of new media in the future, under the blessing of technology. High quality soft text will promote the prosperity of advertising industry, as a unique existence in marketing, soft text marketing will also promote the perfection of market economy system.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

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