摘  要：作为“微传播模式”的后来居上者，微信赢得了大众的青睐的原因是凭借着免费的社交体验以及便捷的信息传输。当中，微信公众平台作为微信的附加平台，为特定群体提供了全方位沟通的渠道，迅速成为传统媒体革新新闻传播模式的试验田。微信公众号提供了媒体、企业和公众人物在微信公众平台推送内容，建立关系的渠道，已经成长为脱离于微信本体的一支“公众力量”。传统媒体纷纷借助微信公众平台开通微信公众账号，利用微信多媒体的兼容性的传播优势向用户传递信息服务。本文以《扬子晚报》微信公众号为例，研究其具体在微信公众平台下的传播的特点及存在的一些问题，从而更加深入探讨在微信公众平台下传统媒体的发展状况以及运营与管理中的策略模式。87907

毕业论文关键词：新媒介；传统媒体；微信公众平台；扬子晚报；媒介运营

The development of traditional media from the perspective of the new media：Research on the operation and management of the WeChat public number

Abstract: Seeing the New Development of Traditional Media from WeChat Public Number —— Taking Yangtze’s WeChat Public Number as an Example Abstract As an up-rising star of “ micro propagation mode”, WeChat has acquired the public’s favour, depending on its free experience of social contact and convenient information transmission。 Thereinto, the WeChat public platform as an additional module provides a way to carrying out omnibearing communication with certain crowds。 Traditional media soon take it as the testing ground to reform the mode of news transmission。 WeChat public number as a way for the media, enterprises and inpidual persons to spread content and establish relationship has become a “public power” which is independent of WeChat。 Traditional media register public number with the help of WeChat in succession and provide service for the public through the compatible advantage of WeChat multimedia。 However, there are some problems in the actual operation。 This thesis takes the WeChat public number of Yangzte as an example and researchs its dissemination characteristics and existing problems。 Furthermore, the thesis concludes the development of traditional media on the WeChat public platform and find out the problem and provide some suggestions to solve these problems。

Key Words: WeChat public number; traditional media; new development Yangtze

目  录

一、前  言 1

二、新媒介视野下传统媒体遭遇的问题与挑战 2

（一）传统媒体的新挑战 2源-于,优Y尔O论U文.网wwW.youeRw.com 原文+QQ75201,8766

（二）传统媒体微信公众号运营的问题 2

（三）微信公众平台的分类及潜在可能 3

三、《扬子晚报》微信公众号的运营与传播模式 6

（一）《扬子晚报》借力微信公众号的媒介运营 6

（二）《扬子晚报》微信公众号的媒介设计 6

（三）《扬子晚报》微信公众号的传播模式 8

四、传统媒体微信公众号新媒介的运营策略与管理 9

（一）传统媒体微信公众号新媒介的运营策略 9

（二）传统媒体微信公众号新媒介的运营设计 10

（三）传统媒体微信公众号新媒介的运营管理