微信公众号”新世相”的公关运作模式与叙事分析

　　摘    要：　以微信公众号“新世相”为例，运用观察法和案例研究法，研究在新媒体时代背景下“新世相”为什么会成功及其成功的秘诀，其公关运作模式为何，是否与叙事有关等，并对“新世相”2015至2017年间所举办的19场活动进行了深入描述与评析，发现其中九个活动极度成功，于是以此建构出新世相成功的“六步骤行动方案模式”。在上述发现中，“新世相”独特的叙事都扮演着重要的角色，足证即使在新媒体年代，贴近人心的叙事仍然是公关广告人必备的素养与能耐。

　　关键词 :     文青;行动方案模式;用户生成内容;叙事;新世相;

　　Abstract：　Technology advances have enabled the explosive growth of new media, which has revolutionized social media.This research explores the formula behind the success of Xinshixiang,name of the official account of a self-media based on the WeChat platform, on how and why it has become so successful, what its public relations operation model is and whether the account's narrative is related to its favorable outcome.This research utilizes observation and case studies to analyze 19 events hosted by Xinshixiang from 2015 to 2017,it breaks down why nine events were extremely successful.Through analyses of the nine events, researchers summarized four elements that are essential to Xinshixiang's successful outcome.Furthermore, the paper constructed an important six-step Action Plan Model of Xinshixiang.Finally, the research also found Xinshixiang's outstanding narrative skills play an important role in both the findings above.This shows that even in the new media era, touching narratives and understanding of human nature are still indispensable.

　　Keyword：　action plan model; hipster; narrative; user generated content(UGC); Xinshixiang;

　　一、 前 言

　　新媒体的出现，颠覆了传统媒体的统治地位，人们的生活方式也产生了极大的变化。日新月异的网络科技，不仅打破了传统媒体的格局，也“入侵”了人类世界，成为接收讯息不可或缺的渠道。如此一来，依附于传统媒体而生的公关、广告业，在经历了这么一波新媒体技术革命后，带来了什么样的改变、对营销又带来什么样的影响?尤其是自从微信——既是实时通讯软件，也是社群媒体——推出“公众号”后，人人可以随时随地发感想、发讯息、发软文，穿透力强，功能强大，某种程度上，似乎颠覆了传统公关、广告的营销手段。

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