【作者】 李相葳；

【导师】 沈蕾； 朱韶华；

【作者基本信息】 东华大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 当下时代,随着数字科技的蓬勃发展,大众线下的社交行为受限,更多社交需求需要通过线上方式解决。在这样的背景下,新媒体行业、短视频平台迅速崛起,高内容质量、高产出频率的内容创作者和引领时代潮流的创意概念层出不穷。然而,随着创作者规模的激增和平台对更多盈利的需要,难免滋生了平台上创作内容同质化、未经许可抄袭他人成果等诸多问题,同时由于流量变现带来的“诱惑”,涌现出了越来越多的创作者低成本复制他人创意作品,以满足自己的运营和创作需求。抖音也是近年来涌现的短视频平台中最为优越的头部平台,在抖音平台账号的运营模式和策略,都一定程度上反应和决定了内容和流量的关系。本文基于ABC态度模型和STP理论,将抖音平台孵化阶段的WW账号作为研究对象,主要使用案例研究法和问卷调研法来分析WW账号所对应的受众群体的画像、定位和市场分布情况,以及用户群体对于抖音平台、WW账号的态度、行为、偏好以及未来的态度趋势,并对账号数据的影响因素进行交叉分析找到解决方式。本研究通过线上和线下结合进行问卷调查的方式,最终以“关于WW账号在抖音平台运营策略相关调研”对215位用户进行调研,并使用SPSSPRO和Excel等量化工具数据分析。研究发现,WW账号在抖音平台中受众群体以90后为主,整体学历偏高,硕士占比最多。通过分析,影响WW账号数据及获得较好流量的影响因素主要有三:作品时长不超过60秒,发布内容抓住实时热点且账号有原创独特风格,发布频率保持在一周5-8条且不中断;在此基础上进一步能够改善的运营方式包括:控制视频时长,提升信息表达效率;保证视频质量,塑造精品账号;丰富内容形式,吸引观众注意;建立共享机制,促进多方沟通。在此研究的基础上,进一步探索了内容与流量关系的相关因素,从数据分析结果可以明显看出原创作品获得的数据显著高于二次创作获得的数据,说明内容的质量决定了内容价值。最终针对WW账号孵化运营提出三点策略:内容运营、价值共创、粉丝聚集。本文的创新点在于分析多个政务类案例账号数据、探索影响账号内容与流量关系的相关因素、并且提出依托抖音平台实现WW账号的价值共创(value co-creation)。更多还原

【Abstract】 In the current era,with the booming development of digital technology,the offline social behaviour of the public is limited and more social needs need to be solved through online means.Against this backdrop,the new media industry and short-form video platforms are rapidly emerging,with content creators of high content quality,high output frequency and trend-setting creative concepts.However,with the proliferation of creators and the need for more profitability on the platforms,there are inevitably many problems such as homogenisation of creative content on the platforms and unauthorised copying of other people’s work,while the ’lure’ of cashing in on traffic has led to an increasing number of creators copying other people’s creative work at low cost to meet their own operational and The number of creators copying other people’s creative works at low cost to meet their own operational and creative needs has increased.Tik Tok is also the most superior headline platform among the short video platforms that have emerged in recent years.The operation mode and strategy of accounts on Tik Tok reflect and determine the relationship between content and traffic to a certain extent.Based on the ABC attitude model and STP theory,this paper takes WW accounts in the incubation stage of the Jitterbug platform as the research object,and mainly uses the case study method and questionnaire research method to analyse the portrait,positioning and market distribution of the audience groups corresponding to WW accounts,as well as the attitudes,behaviours,preferences and future attitude trends of user groups towards the Jitterbug platform and WW accounts,and the influencing factors of account data Cross-analysis was conducted to find solutions.The research was conducted through a combination of online and offline questionnaires,culminating in a survey of 215 users using quantitative tools such as SPSSPRO and Excel.The study found that the audience of WW accounts in Jitterbug platform is mainly post-90 s,and the overall education level is high,with the largest proportion of masters.Through analysis,there are three main influencing factors that affect WW account data and get better traffic: the length of the work does not exceed 60 seconds,the content posted captures real-time hotspots and the account has an original and unique style,and the frequency of posting is kept at 5-8 entries a week without interruption;further operational methods that can be improved on this basis include: controlling the length of videos to improve the efficiency of information expression;ensuring video quality and shaping a high-quality account.Enriching the form of content to attract viewers’ attention;establishing a sharing mechanism to facilitate communication between multiple parties.On the basis of this research,the factors related to the relationship between content and traffic were further explored.From the results of the data analysis,it is clear that the data obtained from original works is significantly higher than that obtained from secondary creations,indicating that the quality of content determines the value of content.Ultimately,three strategies are proposed for the incubation and operation of WW accounts: content operation,value co-creation and fan aggregation.The innovation of this paper is to analyse the data of several government accounts,explore the factors that affect the relationship between content and traffic,and propose the value co-creation of WW accounts by relying on the Tik Tok platform.更多还原