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论文编号：	8435
作者编号：	2120142546
上传时间：	2016/6/12 16:29:21
中文题目：	我国档案馆微信公众平台运营案例研究
英文题目：	The Case Study of Archives Micro Public Platform Operations In China
指导老师：	王芳
中文关键字：	微信平台；档案馆微信；运营；案例分析
英文关键字：	micro public platform; archives WeChat; operations; Case Study
中文摘要：	近年来，移动互联网和社交媒体呈现飞速发展的态势。我国手机网民规模占总网民数的八成多，移动互联网发展进入全民时代。微信被业界称作“我国最大的移动社交媒体”，以其及时、隐私等特点，迅速吸引了大量用户，再加上微信公众平台功能的开发，吸引了众多企业、媒体、政府部门等，档案馆也不例外，利用微信公众平台开展信息服务已成为一种趋势。但是档案馆微信平台作为重要的宣传渠道和互动平台，目前还没有充分发挥其作用，运营管理存在诸多问题，利用率较低，因此档案馆微信平台的运营质量也应受到我们的关注。而且目前的研究大都为观察统计分析，概述档案馆微信平台的现状及问题，缺乏深入案例分析。 本文在了解我国档案馆微信平台发展现状及问题的基础上，采用多案例研究方法对“天津市档案馆”、“青岛档案”和“嘉兴档案”三个微信平台进行深入研究，通过对各微信平台开发管理人员的半结构化访谈获取资料，从创建背景、功能定位、内容推送、利用服务、运营推广和影响发展六个方面进行分析，揭示档案馆微信平台的运营管理现状。 通过对比分析发现各档案馆微信平台在运营管理上既有特色之处，又存在共性。“青岛档案”侧重在线咨询和服务，“嘉兴档案”注重用户的互动与参与度，“天津市档案馆”则侧重推送内容的采编和质量。目前各档案馆对微信“在线查档”持比较谨慎的态度；在移动互联网环境下，档案馆微信在利用服务上是传统档案馆的补充和延伸；各档案馆都很重视馆藏信息资源开发利用；处于萌芽阶段，没有对用户数据进行统计分析。档案馆微信公众平台凭借其移动性和便利性，使档案的历史文化价值得到一定扩展。但由于其只是作为一个附加的档案知识文化宣传渠道，并不是档案工作的重要部分，所以作者认为，档案馆微信公众平台未来在地位以及影响发展方面不会有太大变化。
英文摘要：	In recent years, mobile Internet and social media have developed rapidly. The scale of China's mobile phone users accounted for more than eighty percent of the number of Internet users, mobile Internet has entered the national times. WeChat is known as "the largest mobile social media in china", with its timely, privacy, etc., quickly attracted a large number of users. With the development of micro public platform, Wechat attracted many users, such as enterprises, the media, government departments and archives. Using micro public platform to carry out information services has become a trend. But archives micro platform as an important communication channels and interactive platform, not yet fully make a difference. There are many problems in operational management. So we should pay attention to the operations quality of archives micro public platform. There mostly are statistical analysis of current situation and problems of Archives micro public platform, lacking of in-depth case studies. Based on the understanding of current situation and problems of Archives WeChat platform, we analysis in-depth on "tjsdajg", "qdsdag" and "jxdasz" with a multiple case study method. We obtain the information by the semi-structured interviews, from creating background, function orientation, content delivery, use of services, operation and promote, impact and development six areas to analysis. Reveal the operational management status, strategies and issues. There are common issues and characteristics of archives micro public platform through comparative analysis. " qdsdag " focused on consulting and online services, " jxdasz " focus on user interaction and participation, " tjsdajg " focused on the content quality. Archives micro public platform is mobility and convenience, making historical and cultural value extension. But it is only an additional cultural communication channels, not an important part of the archival work, so the author believes, archives micro public platform will not be much change in the status and influence.
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