高校微博的作用及改进方法研究

发布时间：2018-02-21 09:02

本文关键词： 高校微博作用问题改进方法　出处：《辽宁大学》2013年硕士论文　论文类型：学位论文

【摘要】：本文的研究对象是高校微博，本文将其定义为能够代表校方或二级单位组织行为，其内容与校务有关、具有权威性并取得认证的官方微博，具体包括学校微博、院系微博以及行政部门微博。 2009年11月24日，华中科技大学在新浪微博上开通了官方微博，成为国内首家开通微博的高校。截止到2012年12月底，全国已有425所高校开通了官方微博，院系级官方微博达到1148个，部处级官方微博为1943个，，高校微博初具规模。高校微博凭借其自身的高交互性、发布信息的便捷性以及信息传播的裂变性，超越了高校BBS和官方门户网站，构筑起了独具特色的高校微博板块。然而，通过阅读大量的文献材料，发现当前学术界对微博的研究已经相对成熟，对高校微博的专门研究却相对很少，对高校微博作用和改进的研究更是少之又少。基于此，本文将高校微博的作用与改进方法确定为研究方向。本文主体部分由四个章节构成。首先，文章对高校微博的发展现状进行了梳理，即高校微博增长速度块，重点与普通类高校微博开通率相差甚远以及高校微博粉丝量呈两极化。通过现状分析，我们发现，高校作为高等教育机构，已经开始将微博纳入自己的领域中，并加以利用。然后，文章利用理论及相关成功案例对高校微博应有的功能与作用进行了总结，大致分为四个方面：服务师生的新型高效渠道，塑造高校品牌个性的新工具，招考信息的互动服务平台以及沟通高校危机信息的快速通道。然而，高校微博在实际运营过程中存在着一些问题，影响了高校微博作用的发挥。于是，文章第三部分对高校微博作用所存在的问题进行了分析，分别为：高校微博同受众缺乏足够的互动，高校微博塑造高校品牌个性作用的缺位，高校微博应对高校危机事件的能力不足。最后，文章针对高校微博作用所存在的问题提出改进方法，分别为：加强高校微博与受众的有效互动，充分利用高校微博塑造高校品牌个性，建立高校危机事件的微博应对机制。
[Abstract]:The object of this study is Weibo, a university. This paper defines it as an organization that can represent the school or secondary units. Its contents are related to school affairs, authoritative and authenticated. Faculty and department Weibo and the administrative department Weibo. In November 24th 2009, Huazhong University of Science and Technology opened the official Weibo on Sina Weibo, becoming the first university in China to open Weibo. By the end of December 2012, 425 colleges and universities in the country had opened official Weibo. Weibo, an official at the academic and departmental levels, has reached 1,148, and an official at the departmental and departmental levels, with a total of 1,943. The university has begun to take shape. Due to its high interactivity, the convenience of publishing information and the fission of information dissemination, the university has its own high level of interaction. Beyond the university BBS and the official portal website, has constructed the unique university Weibo section. However, through reading the massive literature material, discovered that the academic circles research has been relatively mature, However, the special research on Weibo is relatively few, and the research on the function and improvement of Weibo is even less. Based on this, this paper determines the function and improvement method of the college Weibo as the research direction. The main part of this paper consists of four chapters. First of all, the article combs the current situation of Weibo's development, that is, the growing speed block of college Weibo, the emphasis of which is very different from the opening rate of the common college Weibo, as well as the polarization of the number of followers in the university. Through the analysis of the present situation, we find that, As an institution of higher education, colleges and universities have begun to bring Weibo into their own field and make use of it. Then, the paper summarizes the function and function of Weibo in colleges and universities by using the theory and related successful cases. It can be divided into four aspects: the new efficient channels for serving teachers and students, the new tools for shaping the brand personality of colleges and universities. The interactive service platform of recruitment information and the fast channel of communicating crisis information in colleges and universities. However, there are some problems in the actual operation of Weibo, which affect the function of Weibo. Therefore, the third part of the article analyzes the problems existing in the role of Weibo in colleges and universities. They are: the lack of sufficient interaction between Weibo and the audience, the absence of the role of the university brand in shaping the personality of the university, and the lack of the ability of the university to deal with the crisis events in colleges and universities. Finally, aiming at the problems existing in the role of Weibo in colleges and universities, the paper puts forward the improvement methods, which are as follows: strengthening the effective interaction between the college Weibo and the audience, and fully utilizing the university Weibo to shape the university brand personality. To establish the Weibo coping mechanism for the crisis in colleges and universities.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;G647

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