【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的不斷發(fā)展,移動(dòng)網(wǎng)絡(luò)正悄然改變著我們的生活習(xí)慣。誕生于2011年的微信,目前是我國(guó)活躍度最高的社交網(wǎng)絡(luò)。2012年,微信公眾平臺(tái)上線。通過(guò)這一平臺(tái)可以實(shí)現(xiàn)內(nèi)容推送、品牌塑造、信息共享等一系列一對(duì)多的互動(dòng)性傳播,微信公眾號(hào)因此成為了品牌、企業(yè)、個(gè)人等推廣自我的新陣地。高校是年輕群體的聚集所也是活躍思維的碰撞地,人才與文化的聚集使得高校發(fā)展微信公眾號(hào)具有得天獨(dú)厚的優(yōu)勢(shì),“985工程”高校作為國(guó)家重點(diǎn)高校則更具典型性�；诖�,本文以39所“985工程”高校官方微信公眾號(hào)為研究對(duì)象,以數(shù)據(jù)統(tǒng)計(jì)和實(shí)證調(diào)查為研究方法。通過(guò)對(duì)這39所高校微信公眾號(hào)的運(yùn)營(yíng)狀態(tài)進(jìn)行分析,挖掘優(yōu)秀運(yùn)營(yíng)代表并總結(jié)經(jīng)驗(yàn)。同時(shí)探討運(yùn)營(yíng)欠佳的微信公眾號(hào)問(wèn)題所在,針對(duì)代表性的實(shí)際問(wèn)題,科學(xué)具體地提出合理化建議,多方面多角度找尋高校微信公眾號(hào)高效運(yùn)營(yíng)的規(guī)律與未來(lái)的發(fā)展方向。985高校官方微信公眾號(hào)總體體現(xiàn)出高校個(gè)性化風(fēng)格,外在識(shí)別上,“985工程”高校官方微信公眾號(hào)以訂閱號(hào)為主、多使用�；疹^像、微信號(hào)的設(shè)置多樣化。推送時(shí)間上,兩極化明顯,運(yùn)營(yíng)良好的985高校微信公眾號(hào)基本鎖定“黃金”時(shí)間——20點(diǎn)至22點(diǎn),輔之以穩(wěn)定的推送頻次和條目,從而培養(yǎng)了用戶的閱讀習(xí)慣,保持了用戶的粘性。傳播內(nèi)容上,多使用圖文消息,一些985高校還從貼合目標(biāo)用戶的生活內(nèi)容出發(fā),打造特色欄目,巧用網(wǎng)絡(luò)語(yǔ)言親近用戶,四川大學(xué)、浙江大學(xué)是這其中的優(yōu)秀代表。但個(gè)別985高校的官方微信公眾號(hào)的運(yùn)營(yíng)與之差別巨大,以哈爾濱工業(yè)大學(xué)為例,其微信公眾號(hào)注冊(cè)后“0”推送的狀況顯示出其意識(shí)層面的缺乏。此外部分985高校微信公眾號(hào)內(nèi)容形式較為單一,原創(chuàng)理念弱,文章以轉(zhuǎn)載為主,推送時(shí)間不規(guī)律,頻次與條目不穩(wěn)定,運(yùn)營(yíng)者信息收集與分析能力不強(qiáng),難以滿足師生需求等,這些問(wèn)題皆體現(xiàn)出部分985高校微信公眾號(hào)亟待優(yōu)化,運(yùn)營(yíng)水平仍有較大的提升空間。針對(duì)存在的不足,高校應(yīng)提高微信公眾號(hào)的管理意識(shí),找準(zhǔn)品牌定位,積極調(diào)整運(yùn)營(yíng)戰(zhàn)略;借鑒優(yōu)秀高校微信公眾號(hào)的運(yùn)營(yíng)經(jīng)驗(yàn),不斷自我完善,解決難點(diǎn)所在;注重原創(chuàng)內(nèi)容的生產(chǎn),發(fā)揮高校本身的創(chuàng)造力和活力,促進(jìn)校園文化傳播建設(shè)。
[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.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206;G647

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本文編號(hào)：2156047