“十点读书”微信公众号的营销策略研究

发布时间：2018-04-22 13:18

本文选题：微信公众号 + 十点读书　；参考：《河北大学》2017年硕士论文

【摘要】：“十点读书”是一个文化读书类微信公众平台,自2012年11月上线以来,由一个粉丝为零的草根号一路成长为一个用户量超千万级的大号。本文选取在发展和运营都相对比较成功的“十点读书”作为研究案例,主要通过传播学和营销学相关理论,采用文献调查法、个案研究法、内容分析法、文本分析法等方法对“十点读书”的营销策略进行比较详细的解读和分析。具体从“十点读书”的品牌策略、内容策略、传播策略的特色进行深入分析与研究。并进行总结,期望找到“十点读书”发展成功的“秘诀”,给正在发展或者处于困惑中的同业者们一些启发、借鉴和思考。通过研究发现“十点读书”在营销策略上的特点主要有以下几点:第一,树立品牌意识,塑造品牌核心价值观。“十点读书”不断强化品牌意识,一步步树立起以“十点读书”为核心的文化品牌形象,和企图建立中国最大的文化传播平台的品牌核心价值观。第二,优质内容是第一生产力。“十点读书”的优质内容一直是它引以为傲的地方,“十点读书”的原创团队也在进一步扩大。同时“十点读书”积极创新,采用多元化的产品形式来呈现不同的内容,以面对不断在细化的市场与受众。第三,多平台互动,构建立体化传播渠道。“十点读书”通过不同平台吸引用户,线上线下互动,多渠道融合,打造立体化传播渠道也是一大亮点。首先,从PC端到移动端,满足了不同用户的使用习惯。其次,一方面,通过微信公众平台进行线上互动,营造报名共读的读书氛围。另一方面积极在全国各地组织线下读书会,促进用户之间的沟通与交流,进一步增加用户粘性与忠诚度,从而更多地吸引新的用户。再次,从线上内容传播到线下图书出版,增加更多内容入口,以覆盖更广的用户群。最后,从“十点读书”的营销策略获得启示,文化类微信公众号在营销策略上应从至少以下三方面入手,一是要强化品牌意识,树立品牌形象,塑造品牌核心价值观;二是准确定位内容和用户,以优质内容吸引用户;三是多平台开展互动,线上线下联动,拓宽传播渠道。
[Abstract]:"Ten o'clock Reading" is a cultural reading WeChat public platform. Since its launch in November 2012, it has grown from a grass root with zero fans to a large scale with more than 10 million users. This paper selects "Ten Point Reading", which is relatively successful in development and operation, as a case study, mainly through the relevant theories of communication and marketing, literature investigation, case study, content analysis, etc. Text analysis and other methods to "ten-point reading" marketing strategy for a more detailed interpretation and analysis. The characteristics of brand strategy, content strategy and communication strategy of Ten-Point Reading are analyzed and studied in detail. The author hopes to find out the "secret" of the success of "Ten Point Reading", and to enlighten and think about it for those in the same industry who are developing or confused. Through the research, we find that the characteristics of "Ten points Reading" in marketing strategy are as follows: first, establish brand awareness, mold brand core values. "Ten Point Reading" strengthens the brand consciousness, sets up the cultural brand image with "Ten Point Reading" as the core step by step, and attempts to establish the brand core values of the biggest cultural communication platform in China. Second, quality content is the first productivity. The high-quality content of Ten o'clock Reading has been a source of pride, and its original team is expanding. At the same time, "Ten points Reading" actively innovates, adopting diversified product forms to present different content, in order to face the market and audience. Third, multi-platform interaction, the construction of three-dimensional channels of communication. "Ten o'clock Reading" attracts users through different platforms, online and offline interaction, multi-channel integration, creating three-dimensional communication channels is also a bright spot. First of all, from the PC to the mobile end, to meet the use of different user habits. Second, on the one hand, through the WeChat public platform online interaction, to create a common reading atmosphere. On the other hand, we actively organize offline reading meetings throughout the country to promote communication and communication between users, further increase the stickiness and loyalty of users, and thus attract more new users. Thirdly, from online content to offline book publishing, more content entries are added to cover a wider user base. Finally, from the "10-point reading" marketing strategy to get inspiration, cultural WeChat public name in marketing strategy should start from at least the following three aspects: first, to strengthen brand awareness, establish brand image, mold brand core values; The second is to accurately locate the content and users, attract users with high-quality content; third, multi-platform interaction, online and offline linkage, broaden the channel of communication.
【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-F

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