题目微信“接地气”营销模式研究——以《人民日报》微信为例摘要近年来,在新媒体的冲击下,《人民日报》建立了微信公众平台等新媒体渠道,并尝试采用“接地气”的微信营销模式,以取得更大的影响力和传播效果。在对《人民日报》微信公众号的概况、内容和影响力进行分析的基础上,从创作小组的制度创新、风趣灵活的语言风格、多种形式的受众互动、多元融合的传播渠道等方面着手,分析了其“接地气”的特点。并从依托传统媒体资源、成熟把握宣传尺度、突出内容原创特色、鼓励创新视角等方向解读分析其取得的影响力和传播效果。但由于在营销过程中仍存在内容和品控等多方面问题,影响了其用户长远的关注度。因此,基于营销理论和发展中的有利和阻碍因素,针对性的提出内容+渠道、立体传播、优化新闻生产管理和互联网思维等发展对策,从而进一步促进《人民日报》微信公众号及其他党报媒体微信的发展。关键词:微信;“接地气”;营销模式;《人民日报》微信平台ABSTRACTInrecentyears,undertheimpactofnewmedia,People’sDailyhasestablishednewmediachannelssuchastheWeChatpublicplatform,andhastriedtoadoptthe"grounding"marketingmodeofWechattoachievegreaterinfluenceandcommunicationeffects.ThisarticletakesthemarketingmodelofWeChatpublicnumberofPeople'sDailyastheresearchobject.Basedontheanalysisofitsprofile,contentandinfluence,itisbasedontheinstitutionalinnovationofthecreationteam,theflexibleandflexiblelanguagestyle,andtheinteractionofvariousformsofaudience.Themulti-integratedcommunicationmodechannelanalyzesitsmarketingmodelof"grounding",andanalyzesitsinfluenceanddisseminationfromtheperspectivesofrelyingontraditionalmediaresources,maturegraspingpropagandascales,highlightingoriginalcontentfeatures,andencouraginginnovationperspectives.Theeffect,butinthemarketingprocess,therearealsomanyproblemssuchascontentandqualitycontrol,whichaffectsthelong-termattentionofitsusers.Therefore,basedonthemarketingtheoryandthefavorableandhinderingfactorsindevelopment,thetargetedcontent+channelandthree-dimensionalDevelopmentstrategiessuchascommunication,Internetthinkingandoptimizationofnewsproductionmanagement,thusfurtherpromotingthedevelopmentofWeChatandotherpartynewspapersWeChat.Keywords:Wechat;grounding;MarketingModel;People'sDailyWechatPlatform目录前言...........................................................1第二章微信与媒体微信公众号的基本现状..........................3第一节微信及其营销概述...............................................3第二节媒体微信营销的基本现状.........................................4第三章《人民日报》微信“接地气”的营销模式研究.................5第一节《人民日报》微信概况...........................................5第二节《人民日报》微信的内容构成.....................................5第三节《人民日报》微信的影响力.......................................5第四节《人民日报》微信“接地气”营销模式分析..........................6一、创作进行制度创新..................................................6二、语言风格风趣多元..................................................7三、受众互动多种形式..................................................7四、传播模式多元融合..................................................8第五节《人民日报》微信的特点及优势评估................................8一、借助资源优势......................................................8二、把握宣传尺度......................................................9三、突出内容原创......................................................9四、鼓励创新解读......................................................9...