中国高校官方微博研究报告

发布时间：2018-08-17 20:13

【摘要】：新媒体蓬勃发展的当今，微博凭借庞大的用户群和关系网络成为极具影响力的平台，在这样一种环境下，高校作为社会构成中的一个重要群体也加入到微博的阵营中来，从2009年起，各大高校纷纷开设官方微博，在学校的信息服务与分享、形象塑造、促进教学与交流等方面发挥作用。在官方微博的建设过程中，我们发现了许多优秀的案例，同时也看到，仍有大部分官方微博存在不同程度的问题，发展受阻。该报告拟针对高校官方微博这一群体，通过抽样统计、观察法、个案研究等调查研究的方法，描述高校官方微博的现状，总结优秀微博的成功经验以及发展状况较差的微博的不足之处，并在此基础上提出相应的解决办法，对高校官方微博的发展进行判断和预测。报告第一章为导言部分，将简要介绍选题背景及原因、相关文献综述、研究方法以及相应的情况说明。从第二章起为文章主体部分。第二章从开通情况、地域分布情况、成长情况三个方面对高校官方微博的概况进行了介绍，包括总体数量增长、所属学校层次分布、地域分布、所属地域开通比例、粉丝量分布以及微博发布总量分布。第三章分析了高校官方微博的影响力，引入影响力排行，将影响力的产生要素界定为可信、可用、可亲、可敬四个方面，通过华中科技大学、重庆大学、哈尔滨工程学院的官方微博展现高校官方微博影响力的形成途径。第四章归纳了中国高校官方微博存在一系列的问题：观念滞后，缺乏传播意识；官方微博定位不清晰，没有特色；单条微博内容不足，原创率低；脱离受众，语言风格僵化。针对这些问题，在第五章提出高校官方微博的建设策略，第一是要认清角色定位，提高传播意识，，第二是要注重形象构建，挖掘校园特色，第三是要精耕微博内容，提升原创比例，第四是要以学生为主体，延伸微博功能，第五是要打造微博团队，增强自我管理，第六是要加强校园互动，引领矩阵建设。
[Abstract]:Nowadays, with the vigorous development of new media, Weibo has become a very influential platform with its huge user group and relationship network. In such an environment, colleges and universities, as an important group in the social composition, have joined the camp of Weibo. Since 2009, universities and colleges have set up official Weibo, which plays an important role in information service and sharing, image shaping, teaching and communication. In the course of the construction of official Weibo, we have found many excellent cases. At the same time, we also see that most of the official Weibo still have some problems in varying degrees and the development is blocked. The report aims at the group of official Weibo in colleges and universities, and describes the current situation of official Weibo in colleges and universities by means of sampling statistics, observation methods, case studies, etc. This paper summarizes the successful experience of excellent Weibo and the shortcomings of Weibo with poor development, and puts forward corresponding solutions to judge and predict the development of official Weibo in colleges and universities. The first chapter of the report is the introduction, which will briefly introduce the background and reasons of the topic, the relevant literature review, the research methods and the corresponding explanations. Chapter two is the main part of the article. The second chapter introduces the general situation of official Weibo in colleges and universities from three aspects: the opening situation, the regional distribution, the growth situation, including the total quantity growth, the level distribution of the affiliated schools, the regional distribution, the proportion of the opening of the affiliated regions. The distribution of fans and the total number of Weibo releases. The third chapter analyzes the influence of university official Weibo, introduces the influence ranking, defines the factors of influence as credible, usable, approachable and respectable, through Huazhong University of Science and Technology, Chongqing University. The official Weibo of Harbin Institute of Engineering shows the formation of the influence of the university's official Weibo. The fourth chapter summarizes the existence of a series of problems in the official Weibo of Chinese universities: the concept of lag, lack of awareness of communication; official Weibo positioning is not clear, no characteristics; single Weibo content is insufficient, the rate of originality is low; divorced from the audience, language style ossified. In order to solve these problems, the author puts forward the construction strategy of official Weibo in colleges and universities in the fifth chapter. The first is to recognize the role orientation, to improve the communication consciousness, the second is to pay attention to the image construction, to excavate the campus characteristics, and the third is to cultivate the content of Weibo. To enhance the original proportion, the fourth is to take students as the main body, to extend the Weibo function, the fifth is to build the Weibo team, to enhance self-management, and the sixth is to strengthen the campus interaction and lead the matrix construction.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G647;G206

【相似文献】