校园微信公众号增强大学生受众粘性的对策研究
发布时间：2018-10-17 10:21
【摘要】：自2012年腾讯公司推出微信公众平台以来,微信公众平台注册数量超过1100万,累计关注微信公众号用户过4亿,微信公众号平均日阅读用户超过1.6亿。这些数字意味着,近一半的中国用户在使用微信,其中1/3的用户每天在阅读微信公众号。众所周知,大学生作为对科技产品、新生事物最易接受的群体是微信的用户中最活跃的群体,对微信的发展起着不可估量的驱动作用。因此,微信公众平台如何抓住大学生群体这个微信主流受众群体,增加这个群体的用户粘性,利用这个群体带动其他细分市场的拓展就显得尤为重要。本文就是针对这一问题展开调研。本文分为四部分,第一部分是绪论,此部分介绍了该论文的研究背景,研究思路和方法以及文献综述。第二部分是校园微信公众号的现状,此章节讲述了校园微信公众号的发展形成、分类、特征及发展迅速的因素和发展局限。第三部分对重要概念进行阐述,阐述了受众粘性这一概念,并分析了校园微信公众号大学生受众粘性的影响因素。第四部分为校园微信公众号受众粘性校园调研,此部分有优秀校园微信公众号实例分析、问卷调查和调查效果总结。第五部分根据上面的调研结果提出了增强校园微信公众号用户粘性的对策,主要有细化公众号定位,让公众号人格化,重视用户存在感,线上与线下活动结合,培养用户阅读习惯,让粉丝产生依赖,抓住用户心理,做用户喜欢的内容,增强粉丝互动,注重内容实用性和产品功能性的方式。最后一章是结语,对本次调研和以上对策给出总结性结论,并对校园微信公众号的未来发展做出展望。
[Abstract]:Since Tencent launched its WeChat public platform in 2012, it has registered more than 11 million people, focusing on more than 400 million WeChat public number users and more than 160 million WeChat public numbers per day on average. These numbers mean that nearly half of Chinese users use WeChat, with a third of them reading WeChat's public number every day. As we all know, college students are the most active group among the users of WeChat, which plays an inestimable role in driving the development of WeChat. Therefore, it is very important for the WeChat public platform to grasp the college student group as the mainstream audience group, to increase the user stickiness of this group, and to use this group to promote the expansion of other segments of the market. This article is to carry out research on this issue. This paper is divided into four parts, the first part is the introduction, this part introduces the research background, research ideas and methods, as well as literature review. The second part is the status quo of the campus WeChat public number. This chapter describes the formation, classification, characteristics, rapid development factors and development limitations of the campus WeChat public number. The third part expounds the important concept, expounds the concept of audience stickiness, and analyzes the influencing factors of the college students'audience stickiness on campus WeChat. The fourth part of the campus WeChat public number audience sticky campus investigation, this part of the outstanding campus WeChat public number case analysis, questionnaire survey and survey results summary. The fifth part puts forward the countermeasures to enhance the stickiness of the campus WeChat public number users according to the above research results. The main countermeasures are to refine the location of the public number, to personalize the public number, to attach importance to the user's sense of existence, and to combine the online and offline activities. Cultivate the user's reading habits, let the fans produce dependence, grasp the user's psychology, do the content that the user likes, enhance the fan's interaction, pay attention to the way of the content practicability and the product function. The last chapter is the conclusion of this research and the above countermeasures, and the future development of the campus WeChat public number is prospected.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206;G645.5
本文编号：2276348
[Abstract]:Since Tencent launched its WeChat public platform in 2012, it has registered more than 11 million people, focusing on more than 400 million WeChat public number users and more than 160 million WeChat public numbers per day on average. These numbers mean that nearly half of Chinese users use WeChat, with a third of them reading WeChat's public number every day. As we all know, college students are the most active group among the users of WeChat, which plays an inestimable role in driving the development of WeChat. Therefore, it is very important for the WeChat public platform to grasp the college student group as the mainstream audience group, to increase the user stickiness of this group, and to use this group to promote the expansion of other segments of the market. This article is to carry out research on this issue. This paper is divided into four parts, the first part is the introduction, this part introduces the research background, research ideas and methods, as well as literature review. The second part is the status quo of the campus WeChat public number. This chapter describes the formation, classification, characteristics, rapid development factors and development limitations of the campus WeChat public number. The third part expounds the important concept, expounds the concept of audience stickiness, and analyzes the influencing factors of the college students'audience stickiness on campus WeChat. The fourth part of the campus WeChat public number audience sticky campus investigation, this part of the outstanding campus WeChat public number case analysis, questionnaire survey and survey results summary. The fifth part puts forward the countermeasures to enhance the stickiness of the campus WeChat public number users according to the above research results. The main countermeasures are to refine the location of the public number, to personalize the public number, to attach importance to the user's sense of existence, and to combine the online and offline activities. Cultivate the user's reading habits, let the fans produce dependence, grasp the user's psychology, do the content that the user likes, enhance the fan's interaction, pay attention to the way of the content practicability and the product function. The last chapter is the conclusion of this research and the above countermeasures, and the future development of the campus WeChat public number is prospected.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206;G645.5
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