新闻资讯APP信息推送的运营策略研究

发布时间：2018-05-29 19:37

本文选题：新闻资讯APP + 信息推送　；参考：《河北大学》2017年硕士论文

【摘要】：随着移动互联网的快速发展,人们的阅读方式发生深刻变化,移动资讯用户的数量呈现爆炸式增长,各新闻资讯APP涌现。无论是门户网站创办的APP,还是崇尚个性化推荐的聚合平台,都在争抢移动新闻市场,传统媒体也在努力适应新媒体的挑战,开发手机APP。新闻资讯APP中,信息推送因投放精准、成本低廉,且能有效提醒用户、增强用户黏性、拉活用户、提高APP留存率、展现新闻素养,越发受到重视,成为各家APP大力发展的对象。信息推送有全量推送、个性化推送、本地推送之分,每类推送都有各自不同的特点,推送的内容也有所区别,全量推送以重要性为导向,个性化推送以兴趣为导向,本地推送以地理位置为导向。而由于技术的限制、过分追求考核指标、推送理念不清晰等原因,存在着推送匹配不准、推送过度、真实性欠缺等现实问题,影响用户体验。除内容层面外,推送时间的选择、推送声音的设置,也是影响用户体验,决定用户是否选择一家APP的重要因素。同时,伴随着新闻资讯APP快速发展而来的,还有自媒体的崛起、粉丝经济的运用和场景化的可能性等问题,值得重视。本文以新闻资讯APP的信息推送为研究对象,介绍新闻资讯APP的发展现状,对行业的未来进行展望;介绍信息推送的发展情况、主要类型;重点论述信息推送的内容运营与推送策略:信息推送的主要内容,主要特点、存在的问题;人群的不同、地理位置的不同、甚至是机型的差异,都深刻影响信息推送;技术限制、推送时间的掌控,也对推送的效果产生重要影响。文中还会重点论述自媒体、粉丝经济、场景化与新闻资讯APP的关系。
[Abstract]:With the rapid development of mobile Internet, people's reading style has undergone profound changes, the number of mobile information users has explosive growth, the emergence of news APP. Both the portal website founded app or the aggregation platform advocating personalized recommendation are all competing for the mobile news market. Traditional media are also trying to adapt to the challenges of new media and develop mobile phone app. In news information APP, information push is paid more and more attention because of its precise delivery, low cost, and can effectively remind users, enhance their stickiness, activate users, improve the retention rate of APP, and show news literacy, and become the object of each APP's vigorous development. Information push has full push, personalized push, local push, each kind of push has its own different characteristics, the content of push is also different, all volume push is importance oriented, personalized push is interest oriented, Local push is geographically oriented. However, due to the limitation of technology, excessive pursuit of assessment index, unclear push concept and other reasons, there are some practical problems, such as mismatch of push, excessive push, lack of authenticity and so on, which affect the user experience. Besides the content level, the choice of push time and the setting of push sound are also the important factors that affect the user experience and decide whether the user chooses a APP or not. At the same time, with the rapid development of news information APP, there are some problems, such as the rise of self-media, the application of fan economy and the possibility of scene. This paper takes the information push of news information APP as the research object, introduces the development status quo of news information APP, looks forward to the future of the industry, introduces the development of information push, the main types; This paper focuses on the content operation and push strategy of information push: the main content, main characteristics, existing problems of information push, the difference of crowd, geographical location, and even the difference of type of information push deeply; Technical constraints, push time control, also have an important impact on the effect of push. The article also focuses on the relationship between self-media, fan economy, scene and news APP.
【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】：G210.7

【参考文献】