摘 要
北京作为中国的首都和政治文化中心，是国家媒体的聚集地。其中时政类报纸作为传统媒体，凭借北京独特的地理优势和便利的信息资源，新闻内容生产模式正在逐渐从传统媒体向新媒体转变。微信公众平台具有内容承载形式丰富、传播速度快、互动性强的特点，已成为时政类报纸向新媒体进行转变的“第一入口”，已成为国家发布政策方针，传递主流价值观，巩固主流舆论阵地的重要工具。
《人民日报》《中国青年报》《北京青年报》作为北京地区极具代表性的时政类报纸，也正在新媒体改革的浪潮中不断摸索和前进。基于“中央厨房”的建设正在逐步推进，微信公众平台发布内容也正在以更加多元化的形式得以呈现。时政类新闻报纸微信公众平台正逐步将传递“中国好声音”延伸至新媒体领域。如何将中国执政党的政策声音从传统媒体延伸至新媒体领域，将政治优势转化为媒体优势，是网络时代给新闻从业者提出的又一新课题。
“人民日报”“中国青年报”“北京青年报”三个传统媒体微信公众平台的运行状况具有相似性和差异性。在国家时政类报纸建设“中央厨房”的大趋势下，微信公众平台的运行仍然出现如内容同质化、侵权以及队伍建设等问题。传统媒体在转型过程中应该充分依托母媒优势，变革新闻生产方式，更新新闻生产理念，切实推进微信公众平台未来发展。
关键词：微信公众平台；报纸运行状况；比较性研究
Abstract
Being the political and cultural capital, Beijing, is becoming a media gathering place.Current politics newspaper depending on geographical advantage and convenient information resources,are transforming in the new media content production model.WeChat public platform with content-rich form,spread fast,interactive features,has become the first entrance during transforming time and gradually become the CPC’s important tool releasing national polices ,passing the mainstream values and consolidating the mainstream public opinion Position.
As the best representation of the current politics class of newspaper industry in Beijing, The People’s Daily, China Youth Daily, the Beijing Youth Daily, are also exploring and moving forward continuously in this new media reform.Based on “central kitchen”model,the content of WeChat public platform has showed in the form of diversifi ed. The current public platform plays a key role in new media fi eld. How to turn the political advantages into the media advantages, is a new task for the party’s news journalists in the network era.
This paper compares the operation situations which exists similarities and differences among The People’s Daily, China Youth Daily, the Beijing Youth Daily WeChat public platform.This paper compares the operation situations which exists similarities and differences among The People’s Daily, China Youth Daily, the Beijing Youth Daily WeChat public platform. there are problem, such as homogenization, infringement, and team building and other aspects under building the central kitchen" general trend .Traditional media should fully rely on the advantages of the host, change the way news production, update the news production concept, and effectively promote the future development of micro-public platform in the process of transformation.
Key words：WeChat public platform; Operation; Comparative research
目 录
CONTENTS
第一章 绪论 ..............................................................................................713
1.1 课题研究背景 ..........................................................................................................713
1.2 研究目的及意义 .....................................................................................................719
1.3 研究对象说明 ..........................................................................................................720
1.4 研究方法 ....................................................................................................................722
第二章 北京地区机关报微信公众平台现状 .....................................................723(https://www.xing528.com)
2.1 北京地区时政类报纸微信公众平台概况 ...................................................723
2.2 北京地区机关报微信公众平台用户分析 ...................................................725
第三章 北京地区时政类报纸微信公众平台内容分析 ........................................733
3.1 水平层面比较 ..........................................................................................................733
3.2 垂直层面比较 ..........................................................................................................740
第四章 北京地区时政类报纸微信公众平台存在的问题 .....................................745
4.1 内容同质化集中，平台运行成本高 .............................................................745
4.2 涉及媒体侵权行为 ................................................................................................746
4.3 互联网重构媒体格局，主流媒体竞争形式严峻 ....................................747
4.4 复合型人才匮乏 .....................................................................................................748
第五章 时政类报纸公众微信平台运行的发展趋势 ...........................................749
5.1 加强原创内容生产，突出主流媒体声音 ...................................................749
5.2 加强平台间合作，再造采编发流程 .............................................................750
5.3 确立移动优先发展策略 ......................................................................................750
5.4 尝试多种新闻产品生产 ......................................................................................752
5.5 培养更专业的运营团队 ......................................................................................754
参考文献 .....................................................................................................755
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