摘要：本文采用了资料搜集法、个案分析法、图表分析法等研究方法，通过对 “人民日报”微信公众号的分析研究，总结出《人民日报》在微信运营过程中的成功经验以及存在的问题，从而探索出传统主流媒体运营微信公众号的有效策略。80131

本文第一、二部分主要介绍了论文的背景和意义，总结分析了微信在传统主流媒体改革进程中发挥的重要作用；第三部分主要介绍了微信公众平台的发展现状及特点；第四部分通过对2016年2月的“人民日报”微信公众号内容的研究，分析出“人民日报”微信公众号运营的成功经验；第五部分通过研究发现，“人民日报”微信公众平台号存在以下三方面问题：互动意愿不强烈，缺乏发展爆料人意识；推送的内容细分化不足；缺乏营销，实现商业变现；第六部分针对“人民日报”微信公众号存在的问题提出以下三个发展策略：积极与用户互动，提高用户的参与感；分类推送信息，实现信息的“私人化定制”；适度营销，实现商业变现。 

毕业论文关键词：微信公众号，人民日报，发展策略

Abstract：This paper adopts the data collection method, case analysis, chart analysis and other research methods, through the analysis of the "People's Daily" WeChat public, summarizes the People's Daily in WeChat the successful experiences and existing problems in the process of operation, so as to explore the traditional mainstream media operations WeChat public effective strategy。

In this paper, the first and second part mainly introduces the background and significance of thesis, WeChat were analyzed and summarized in this paper in the traditional mainstream media play an important role in the reform process; The third part mainly introduces the WeChat public platform development present situation and characteristics; The fourth part through to February 2016 "People's Daily" WeChat public, contents of research, analysis of the "People's Daily" WeChat public, the successful experience of operations; The fifth part research found that "People's Daily" WeChat public platform, existing problems；The sixth part in view of the "People's Daily" WeChat public, put forward the problems existing in the development strategy

Keywords: Wetchat, The People's Daily, development strategy

目 录

1  绪论 5

2  文献综述 5

3  微信公众平台的发展现状及特点 5

4  “人民日报”微信公众号的成功经验 6

4。1  选题贴近生活 6

4。2  表现形式丰富 8

4。3  推送时间有规律 8

5  “人民日报”微信公众号存在的问题 10

5。1  互动意愿不强烈 10

5。2  内容细分化不足 11

5。3  缺乏有效的营销策略 11

6  “人民日报”微信公众号的发展策略 12

6。1  提高用户参与感 12

6。2  推送“私人定制”化信息 12

6。3  适度营销，实现流量变现 14

结 论