“985工程”高校官方微信公众号传播研究
发布时间：2018-07-31 15:44
【摘要】：随着互联网技术的不断发展,移动网络正悄然改变着我们的生活习惯。诞生于2011年的微信,目前是我国活跃度最高的社交网络。2012年,微信公众平台上线。通过这一平台可以实现内容推送、品牌塑造、信息共享等一系列一对多的互动性传播,微信公众号因此成为了品牌、企业、个人等推广自我的新阵地。高校是年轻群体的聚集所也是活跃思维的碰撞地,人才与文化的聚集使得高校发展微信公众号具有得天独厚的优势,“985工程”高校作为国家重点高校则更具典型性。基于此,本文以39所“985工程”高校官方微信公众号为研究对象,以数据统计和实证调查为研究方法。通过对这39所高校微信公众号的运营状态进行分析,挖掘优秀运营代表并总结经验。同时探讨运营欠佳的微信公众号问题所在,针对代表性的实际问题,科学具体地提出合理化建议,多方面多角度找寻高校微信公众号高效运营的规律与未来的发展方向。985高校官方微信公众号总体体现出高校个性化风格,外在识别上,“985工程”高校官方微信公众号以订阅号为主、多使用校徽头像、微信号的设置多样化。推送时间上,两极化明显,运营良好的985高校微信公众号基本锁定“黄金”时间——20点至22点,辅之以稳定的推送频次和条目,从而培养了用户的阅读习惯,保持了用户的粘性。传播内容上,多使用图文消息,一些985高校还从贴合目标用户的生活内容出发,打造特色栏目,巧用网络语言亲近用户,四川大学、浙江大学是这其中的优秀代表。但个别985高校的官方微信公众号的运营与之差别巨大,以哈尔滨工业大学为例,其微信公众号注册后“0”推送的状况显示出其意识层面的缺乏。此外部分985高校微信公众号内容形式较为单一,原创理念弱,文章以转载为主,推送时间不规律,频次与条目不稳定,运营者信息收集与分析能力不强,难以满足师生需求等,这些问题皆体现出部分985高校微信公众号亟待优化,运营水平仍有较大的提升空间。针对存在的不足,高校应提高微信公众号的管理意识,找准品牌定位,积极调整运营战略;借鉴优秀高校微信公众号的运营经验,不断自我完善,解决难点所在;注重原创内容的生产,发挥高校本身的创造力和活力,促进校园文化传播建设。
[Abstract]:With the continuous development of Internet technology, mobile network is quietly changing our living habits. WeChat, born in 2011, is currently the most active social network in China. In 2012, WeChat was launched on the public platform. Through this platform, a series of interactive communication, such as content push, brand shaping, information sharing and so on, can be realized. WeChat public number has become a new position for brand, enterprise, individual and so on. The university is the gathering place of the young group and the collision place of the active thinking. The gathering of talents and culture makes the university develop the WeChat public name has the unique advantage, the "985 project" university is more typical as the key university of the country. Based on this, this paper takes the official WeChat Public number of 39 "Project 985" universities as the research object, and takes the data statistics and empirical investigation as the research method. By analyzing the operation state of WeChat Public number of 39 colleges and universities, we excavate the outstanding operation representatives and sum up the experience. At the same time, it discusses the problem of the public number of WeChat, which is not well run, and puts forward some scientific and concrete rationalization suggestions in view of the representative practical problems. Looking for the law of efficient operation of university WeChat public number and the future development direction. 985 university official WeChat public number overall embodies the individualized style and external recognition of university. The official WeChat public number of university is mainly Subscription account, the school emblem is used more, and the setting of microsignal is diversified. In terms of push time, the polarization is obvious, and the public number of WeChat 985 colleges and universities in good operation is basically locked in "golden time" 20-22:00, supplemented by a steady push frequency and entry, thus cultivating the reading habits of users. Maintain the user's stickiness. On the content of communication, many pictures and text messages are used. Some 985 colleges and universities, starting from matching the life content of the target users, create special columns and use the network language to get close to the users. Sichuan University and Zhejiang University are the outstanding representatives of these programs. However, the operation of the official WeChat public number of individual 985 colleges and universities is very different. Taking Harbin University of Technology as an example, the status of "0" push after the registration of the WeChat Public number shows a lack of consciousness. In addition, some 985 colleges and universities WeChat public number content form is relatively single, the original idea is weak, the article mainly reprints, the push time is irregular, the frequency and the entry are unstable, the operator information collection and analysis ability is not strong, it is difficult to meet the teachers and students' needs, etc. These problems reflect that some 985 colleges and universities WeChat public number needs to be optimized urgently, the operation level still has the big promotion space. In view of the shortcomings, colleges and universities should improve the management consciousness of WeChat public number, find the correct brand positioning, actively adjust the operation strategy, learn from the operating experience of the excellent university WeChat public number, constantly improve themselves and solve the difficulties. Pay attention to the production of original content, give play to the creativity and vitality of the university itself, promote the construction of campus culture dissemination.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G647
本文编号：2156047
[Abstract]:With the continuous development of Internet technology, mobile network is quietly changing our living habits. WeChat, born in 2011, is currently the most active social network in China. In 2012, WeChat was launched on the public platform. Through this platform, a series of interactive communication, such as content push, brand shaping, information sharing and so on, can be realized. WeChat public number has become a new position for brand, enterprise, individual and so on. The university is the gathering place of the young group and the collision place of the active thinking. The gathering of talents and culture makes the university develop the WeChat public name has the unique advantage, the "985 project" university is more typical as the key university of the country. Based on this, this paper takes the official WeChat Public number of 39 "Project 985" universities as the research object, and takes the data statistics and empirical investigation as the research method. By analyzing the operation state of WeChat Public number of 39 colleges and universities, we excavate the outstanding operation representatives and sum up the experience. At the same time, it discusses the problem of the public number of WeChat, which is not well run, and puts forward some scientific and concrete rationalization suggestions in view of the representative practical problems. Looking for the law of efficient operation of university WeChat public number and the future development direction. 985 university official WeChat public number overall embodies the individualized style and external recognition of university. The official WeChat public number of university is mainly Subscription account, the school emblem is used more, and the setting of microsignal is diversified. In terms of push time, the polarization is obvious, and the public number of WeChat 985 colleges and universities in good operation is basically locked in "golden time" 20-22:00, supplemented by a steady push frequency and entry, thus cultivating the reading habits of users. Maintain the user's stickiness. On the content of communication, many pictures and text messages are used. Some 985 colleges and universities, starting from matching the life content of the target users, create special columns and use the network language to get close to the users. Sichuan University and Zhejiang University are the outstanding representatives of these programs. However, the operation of the official WeChat public number of individual 985 colleges and universities is very different. Taking Harbin University of Technology as an example, the status of "0" push after the registration of the WeChat Public number shows a lack of consciousness. In addition, some 985 colleges and universities WeChat public number content form is relatively single, the original idea is weak, the article mainly reprints, the push time is irregular, the frequency and the entry are unstable, the operator information collection and analysis ability is not strong, it is difficult to meet the teachers and students' needs, etc. These problems reflect that some 985 colleges and universities WeChat public number needs to be optimized urgently, the operation level still has the big promotion space. In view of the shortcomings, colleges and universities should improve the management consciousness of WeChat public number, find the correct brand positioning, actively adjust the operation strategy, learn from the operating experience of the excellent university WeChat public number, constantly improve themselves and solve the difficulties. Pay attention to the production of original content, give play to the creativity and vitality of the university itself, promote the construction of campus culture dissemination.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G647
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