成功微博的特征探索性研究——基于访谈法微博是一种非正式的迷你型博客,它整合了互联网的传播优势,是博客与即时传播信息结合的一种新型的互联网传播现象。随着微博的兴起以及其迅速不断发展的速度,微博显然已经成为人们日常生活中必不可少的网络交流沟通的工具,但是人们经常说的"你今天围脖了吗"到底追求的是什么样的微博,一条好的微博应该具备什么样的特征?本文以微博用户眼中的微博到底是什么,应具备什么样的特征为研究主题,并通过对年轻一代的微博用户进行深度访谈,采用归纳分析的研究方法,归纳出年轻一代的微博用户认为微博应该具备以下几个不同的特征:微博信息质量、活跃度、微博知名度、微博意见领袖参与、与粉丝的交流互动、微博原创性、微博内容易懂、微博草根文化,最后根据这些特征力图为针对市场打造微博的企业提供管理启示。
【关键词】 微博;特征;深度访谈法;归纳分析法
The Success of Micro-blog Characteristic Research
——Based on the Interview
【Abstract】Weibo is a kind of unofficial mini-sized Blog. It integrates the strengths of the Internet and becomes a new type of Internet communication media which combines Blog and instant messaging. With the popularity and the rapid development of Weibo, it has become a necessary communication tool in people's daily life. However, what kind of Weibo people pursue and what characteristics should it have when people keep asking' Have you Weibo today ' ?
The topic of this dissertation is what is Weibo exactly and what characteristics should it have. In addition, through interviewing young generation and using the method of inductive analysis, the paper made a conclusion of the characteristics of Weibo which are approved by young people: the quality of Weibo, vitality, popularity , participation of opinion leaders and the interaction with Fans. At last , the paper trying to provide enlightenment to the companies which aim at forging Weibo for the market.
【Key words】Weibo, characteristics, depth interview, inductive analysis
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