基于“使用与满足”理论的“河北大学青年”微信公众平台用户策略研究

发布时间：2018-03-13 11:30

本文选题：微信公众平台　切入点：河北大学青年　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：2012年8月,腾讯公司推出了一项新的服务功能——微信公众平台。企业、媒体、政府等组织纷纷注册账号,利用这一平台推送消息、提供服务、进行宣传,从而提高知名度。微信公众平台积累了良好的口碑,也受到了很多高校的青睐。自微信公众平台开放注册以来,很多高校注册了自己的账号,面向学校师生推送校园信息、时事新闻、校园服务、娱乐热点等信息。高校微信公众平台成为很多高校的又一重要的媒体平台。高校微信公众平台的创办也受到学校师生的关注和追捧。因此,用户真正需要什么样的功能和内容,怎样才能得要用户的持续关注,在微信公众平台的运营上显得尤为重要。本文基于“使用与满足”理论,以河北大学微信公众平台“河北大学青年”为例,同时,辅以个案研究法、问卷调查法、内容分析法等研究方法,对“河北大学青年”的发展现状、用户情况、对用户需求的满足情况作了分析。第五章,是本文的重点。本章结合前几章的分析结果得出了“河北大学青年”的用户策略,即要通过塑造和传播良好的口碑做好口碑营销,吸引用户的关注;通过建构社群和用户生产内容的模式来加强与用户的互动,激活粉丝;通过提高内容的质量,来沉淀精准粉丝。
[Abstract]:In August 2012, Tencent launched a new service function-WeChat Public platform. Companies, media, government and other organizations have registered accounts, using this platform to send messages, provide services, and carry out publicity. WeChat public platform has accumulated good reputation and has been favored by many colleges and universities. Since WeChat public platform opened its registration, many universities have registered their own accounts and pushed campus information to teachers and students. Current affairs news, campus service, entertainment hot spots and other information. The university WeChat public platform has become another important media platform for many colleges and universities. The establishment of university WeChat public platform is also concerned and sought after by teachers and students. What kind of function and content users really need, and how to get continuous attention from users, is particularly important in the operation of WeChat public platform. This paper is based on the theory of "use and satisfaction". Taking Hebei University WeChat Public platform "Hebei University Youth" as an example, with case study method, questionnaire survey method, content analysis method and other research methods, the development of "Hebei University Youth" status quo, user situation, etc. Chapter 5th is the focus of this paper. Combined with the results of the previous chapters, this chapter draws the user strategy of "Youth of Hebei University", that is, to do a good job of word of mouth marketing by shaping and spreading good word of mouth. To attract the attention of users; through the construction of community and user production model to enhance interaction with users, to activate fans; by improving the quality of content to precipitate accurate fans.
【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】：G206

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