美食微博的自创与运营研究

发布时间：2018-06-13 06:27

本文选题：美食微博 + 运营策略　；参考：《河北大学》2017年硕士论文

【摘要】：互联网技术使人们可以通过更多的媒介形式来获取自己期望的资讯,不同于传统意义上的作为组织机构的媒体,普通的个人及群体运用这种基于互联网技术的媒介形式,形成特定信息的传播圈。这极大地激发了社会对媒介的应用,这种应用性的非组织机构化的媒介形式雨后春笋般地出现在互联网平台上。大众对食物的追寻也随着新媒体的发展而改变着方式,上网搜寻美食、聚集朋友圈互相推荐美食、APP查询美食、微博推荐美食等美食媒介及其传播活动,反映着媒介社会化的潮流。本文首先阐述了美食微博创设的缘起,即日常生活行为的网络化,通过举例说明了我们的日常生活已经离不开网络,甚至连吃饭、睡觉都在受着网络的影响或者牵制。最为明显的就是社交,大众的线下社交已经转移到了线上,并且成为了常态化的趋势。本文论述了日常生活行为网络化的内涵与渊源,提出了日常生活行为具有商业获利性,网络媒体从业者,尤其是自媒体可以依靠这个契机获利,为下文的微博内容分析与策略分析提供了理论基础。通过分析其市场空间以及美食微博的文本形态,笔者得出结论——图文形式和视频秒拍模式更受用户欢迎。美食微博的市场空间笔者分为了利润空间、规模空间、区域空间,通过数据分析,美食微博的市场空间还没有达到饱和的程度。借此,笔者提出美食微博账号该如何运营的策略和方案,其中包括用户运营,即博主与粉丝、博主与博主、粉丝与博主的互动,三种互动都可以有效地增加粉丝;内容运营,即贴近本地、贴近用户,把日常的生活带到网络中;品牌运营,包含品牌的建立、品牌的维护与强化,通过品牌效应在网络中把自己的微博推广开来。文章的最后回归主题,阐述了日常生活网络化不可避免地成为了消费主体与市场主体的连接物,作为市场主体的店家或是微博博主,完全可以利用这一契机“引导”消费主体的消费方向。除此之外,商业信息与生活信息也复杂地融合在一起。商业信息与生活信息互相影响,相互流通,已经无法分开两者的联系。在商品信息的社会生产、流通和消费等环节中,都与大众生活有关。商业信息的变化已经时时渗透到了我们日常的生活中,影响着我们的日常生活。当市场主体想要突破并进军网络市场的时候,要强化线上与大众的互动,进而拉动线下与大众的联系。因此,市场主体需要进入日常生活网络化的进程中才可以做到获利。
[Abstract]:Internet technology enables people to obtain their desired information through more media forms, different from the traditional media as an organization, ordinary individuals and groups use this form of media based on Internet technology. The formation of a circle of dissemination of specific information. This has greatly stimulated the social application of the media, which has sprung up on the Internet platform. The public's pursuit of food has also changed with the development of new media. They search for food online, gather friends to recommend food to each other and app to inquire about food. Weibo recommends food and other food media and their dissemination activities. It reflects the trend of media socialization. This paper first expounds the origin of the creation of gourmet Weibo, that is, the networking of daily life behavior, and illustrates that our daily life has been inseparable from the network, even eating and sleeping are affected or restrained by the network. The most obvious is social, the mass off-line social has shifted to the line, and has become a regular trend. This paper discusses the connotation and origin of daily life behavior network, and points out that daily life behavior has commercial profit, network media practitioners, especially self-media, can rely on this opportunity to profit. It provides a theoretical basis for Weibo content analysis and strategy analysis below. By analyzing its market space and the text form of gourmet Weibo, the author draws the conclusion that graphic form and video second shot mode are more popular with users. The market space of gourmet Weibo is divided into profit space, scale space and regional space. Through data analysis, the market space of gourmet food Weibo is not saturated. Therefore, the author puts forward the strategy and scheme of how to operate the gourmet Weibo account, including user operation, that is, the interaction between bloggers and fans, bloggers and bloggers, fans and bloggers, all three kinds of interaction can effectively increase the number of fans; content operation, That is, close to the local, close to the user, bring daily life to the network; brand operation, including the establishment of the brand, brand maintenance and strengthening, through the brand effect in the network to promote their own Weibo. At the end of the article, it is expounded that the network of daily life has inevitably become the link between the consumer and the market, as the storekeeper or Weibo blogger of the market. Can take advantage of this opportunity to "guide" the main consumer direction. In addition, business information and life information are also intricately integrated. Business information and life information affect each other, circulation, has been unable to separate the relationship between the two. The social production, circulation and consumption of commodity information are all related to public life. The change of business information has permeated our daily life from time to time and affected our daily life. When the main body of the market wants to break through and enter the network market, it should strengthen the interaction with the public online, and then pull the contact with the public below the line. Therefore, the main body of the market needs to enter the process of daily life networking in order to achieve profit.
【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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