【作者】 张琼；

【导师】 吴燕；

【作者基本信息】 南京大学 ， 出版（专业学位）， 2017， 硕士

【摘要】 微信公众平台是新媒体时代当知无愧的营销利器,微信文案作为传达信息的载体,其质量直接决定着宣传营销效果。当下出版类微信公众号云集,出版者如何通过微信文案将图书产品信息传达给用户,文案怎么写才能博人眼球、吸引用户、促进图书销售,成为出版机构取胜图书营销的关键环节。本文以大众出版类微信文案为研究对象,通过文献研究法、案例分析法、数据分析法,结合已有的研究成果,融合图书营销学、广告学、心理学等多个跨领域知识探析微信文案的影响要素。然后分析大众出版类微信公众号文案的发展现状,接着对比分析大众出版类微信文案与微信总榜十强文案的特点,明确大众出版类微信文案问题所在,继而重点以2016年5月至2017年4月阅读量较高,具有代表性的文案为例分析优秀文案的内容形式和创新点,在此基础上总结改进对策、提供方法指导,力图为大众图书出版机构撰写微信文案提供借鉴。论文分为七个部分:第一部分:绪论。该部分介绍本文的研究背景、研究现状、研究方法与路线,同时还对研究对象和相关概念进行了具体界定。第二部分:解析微信文案的影响要素。第三部分:笔者参照清博指数和出版排行榜,选取大众出版类微信公众号top20的100篇热门文章,对其文案发展现状进行综合分析。具体分析标准包括两个层面,宏观上从消费者、竞争者、自身出发,论述大众出版类微信文案发展的背景,微观上分别从微信传播指数、内容生产方式、内容主题分布、内容表现形式四个方面论述大众出版类微信文案发展现状。第四部分:对比分析2017年2月微信阅读指数前十的大众出版类微信公众号和微信总榜前十的微信公众号,发现大众出版类微信文案存在的问题及其原因。第五部分:以大众出版类微信公众号热门文章为案例,从内容和表现形式两个方面分析优秀文案的特点。最后总结这些文案所表现出来的创新点。第六部分:根据第四、第五部分的研究提出改善建议、提供大众出版类微信文案的写作指导。第七部分:结语。对全文内容进行概括总结并提出不足之处。更多还原

【Abstract】 WeChat public platform is a well-deserved marketing tool in the new media era.Copywriting of WeChat Official Account(Hereinafter referred to as copywriting of WeChat)as the carrier of the message,its quality directly determines the effect of marketing.There are a large number of WeChat Official Accounts on publishing,how to send the book product information to the user via the Copywriting of WeChat,how to write a copywriting that can attract users,all these are crucial link for promoting book sales.This thesis takes the copywriting of WeChat Official Account on publishing as the object of study,and uses the literature research method,case analysis method,data analysis method.The author combines the existing research results and integrates the book marketing science,the advertising science,the psychology and other cross-domain knowledge to discuss the influencing factors of copywriting.Then,the author analyzes the development of the WeChat Official Account on public publishing,finds the problems through the comparison between the copywriting of WeChat Official Account on public publishing and the top 10 list of WeChat Official Account.Next,the author chooses the symbolic copywriting as the case to analyze the content and the innovation.Finally,the author provides measures and theoretical guidance for the copywriting of book publishing institutions.This thesis is divided into 7 parts:The first part:Introduction.This part introduces the research background,research status,research methods and the route of this paper,and also defines the research object and related concepts.The second part:Analyzing the influencing factors of the copywriting.The third part:Choosing the top 100 copywriting,refer to the Qingbo index and the publishing list,to make a comprehensive analysis on the development of the copywriting.The specific analysis standard includes two levels.On the macro level,it starts from the consumers,the competitors and itself,analyzes the background of the current development of the copywriting of WeChat Official Account on public publishing.On the micro level,it discusses the current development of the copywriting of WeChat Official Account on public publishing from the WCI,the mode of production,the distribution of subject and the expression form.The fourth part:Compared the top 10 WeChat Official Account on public publishing with the top 10 in total on February 2017,so as to find the problems and the reasons of the copywriting on public publishing.The fifth part:Choosing the symbolic copywriting as the cases to analyze its features from the content and the form.Finally,summarize the innovation in it.Part sixth:Putting forward to the proposal and writing guides according to the research in the fourth and fifth parts.Part seventh:Conclusion.Summarize the content and the weakness of the full text.更多还原