范冰冰微信公众号的形象传播研究

发布时间：2018-03-29 15:45

本文选题：范冰冰　切入点：微信公众号　出处：《江西财经大学》2017年硕士论文

【摘要】：在2011年,中国互联网企业腾讯推出了微信。发展至今,微信的势头依然很强劲,在国内外已经拥有了庞大的用户群体。根据腾讯提供的关于2016年微信用户数量的最新消息显示,用户数量已经达到8.06亿。作为一种成本低廉、影响面广泛的传播平台,明星的特殊需求与微信公众号的传播特性不谋而合,继王力宏成为最早的一位微信名人之后,两岸三地一线的娱乐明星也纷纷创建了自己的明星微信公众号。逐渐地,微信公众号成为了明星传播个人形象重要的媒介平台之一,明星如何利用微信公众号进行形象传播成为了一个值得探讨的问题。本文基于明星微信公众号的前提下,根据清博指数和新榜平台提供相关数据来看,范冰冰微信公众号在众多的明星微信公众号当中脱颖而出,具有一定的代表性和借鉴意义。首先,本文给明星微信公众号进行界定,并分析了明星开通微信公众号的原因,同时也阐明了明星形象的含义、明星形象的特点和明星形象传播的意义所在。然后,综合运用内容分析和文献阅读法等研究方法,运用相关的理论知识,对范冰冰微信公众号的形象传播的主体、受众、内容、策略以及效果进行研究和探讨,在此基础上,总结和归纳出范冰冰微信公众号对其他明星微信公众号的的经验借鉴和启示,以及找出了其在形象传播的过程中存在“真身”渐乏参与,微信公众号缺乏管理;商业气息过重,缺乏艺术性氛围;原创性内容较贫乏,未充分运用高丰富度媒介;推送缺乏时间观念,不善于利用大数据等问题,并针对这些存在的问题提出了其自身应积极参与,加强规范化管理、适度推送商业性消息,营造艺术氛围、运用高丰富度媒介,塑造鲜明的形象、充分利用数据,改善推送方案等具有可行性的策略。以小见大,同时也给明星这一类型的微信公众号的形象传播提供了一定的经验借鉴。
[Abstract]:In 2011, Tencent, a Chinese Internet company, launched WeChat. Today, WeChat has a strong momentum and already has a large user base at home and abroad. According to the latest information provided by Tencent on the number of WeChat users in 2016, The number of users has reached 806 million. As a low-cost and widely influential communication platform, the special needs of the stars coincide with the transmission characteristics of Official account, following Official account becoming the first WeChat celebrity. Entertainment stars from the three places on both sides of the strait have also created their own star, WeChat Official account. Gradually, the WeChat Official account has become one of the most important media platforms for stars to spread their personal image. How to make use of Official account WeChat for image communication has become a problem worth discussing. This paper, based on the premise of celebrity Wei Xin Official account, provides relevant data according to the Qingbo Index and the new list platform. Official account's WeChat Official account stands out among the many celebrities in the world, and it has certain representativeness and reference significance. First of all, this paper defines the celebrity WeChat Official account, and analyzes the reasons why the star opened the WeChat Official account WeChat WeChat. At the same time, it clarifies the meaning of star image, the characteristics of star image and the significance of star image communication. On the basis of studying and discussing the main body, audience, content, strategy and effect of Official account's image communication on WeChat, This paper summarizes and summarizes Official account's experience and inspiration to the other stars, Official account, and finds out that there is a gradual lack of "real body" participation in the process of image dissemination, the lack of management, the heavy commercial atmosphere, the lack of management, the lack of management, the lack of management, the lack of management, the lack of management, the lack of management, the lack of management, and the excessive commercial atmosphere. Lack of artistic atmosphere; lack of originality and full use of highly enriched media; promotion of problems such as lack of time concept, poor use of big data, etc., and put forward that they should actively participate in these existing problems. Strengthening standardized management, appropriately pushing commercial news, creating an artistic atmosphere, using highly enriched media, shaping a clear image, making full use of data, improving push schemes and other feasible strategies. At the same time to star this type of WeChat Official account image communication to provide certain experience reference.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】