本文關(guān)鍵詞： 高校微博 作用 問題 改進(jìn)方法　出處：《遼寧大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：本文的研究對象是高校微博，本文將其定義為能夠代表校方或二級單位組織行為，其內(nèi)容與校務(wù)有關(guān)、具有權(quán)威性并取得認(rèn)證的官方微博，具體包括學(xué)校微博、院系微博以及行政部門微博。 2009年11月24日，華中科技大學(xué)在新浪微博上開通了官方微博，成為國內(nèi)首家開通微博的高校。截止到2012年12月底，全國已有425所高校開通了官方微博，院系級官方微博達(dá)到1148個，部處級官方微博為1943個，，高校微博初具規(guī)模。高校微博憑借其自身的高交互性、發(fā)布信息的便捷性以及信息傳播的裂變性，超越了高校BBS和官方門戶網(wǎng)站，構(gòu)筑起了獨具特色的高校微博板塊。然而，通過閱讀大量的文獻(xiàn)材料，發(fā)現(xiàn)當(dāng)前學(xué)術(shù)界對微博的研究已經(jīng)相對成熟，對高校微博的專門研究卻相對很少，對高校微博作用和改進(jìn)的研究更是少之又少�；诖�，本文將高校微博的作用與改進(jìn)方法確定為研究方向。 本文主體部分由四個章節(jié)構(gòu)成。 首先，文章對高校微博的發(fā)展現(xiàn)狀進(jìn)行了梳理，即高校微博增長速度塊，重點與普通類高校微博開通率相差甚遠(yuǎn)以及高校微博粉絲量呈兩極化。通過現(xiàn)狀分析，我們發(fā)現(xiàn)，高校作為高等教育機(jī)構(gòu)，已經(jīng)開始將微博納入自己的領(lǐng)域中，并加以利用。 然后，文章利用理論及相關(guān)成功案例對高校微博應(yīng)有的功能與作用進(jìn)行了總結(jié)，大致分為四個方面：服務(wù)師生的新型高效渠道，塑造高校品牌個性的新工具，招考信息的互動服務(wù)平臺以及溝通高校危機(jī)信息的快速通道。 然而，高校微博在實際運營過程中存在著一些問題，影響了高校微博作用的發(fā)揮。于是，文章第三部分對高校微博作用所存在的問題進(jìn)行了分析，分別為：高校微博同受眾缺乏足夠的互動，高校微博塑造高校品牌個性作用的缺位，高校微博應(yīng)對高校危機(jī)事件的能力不足。 最后，文章針對高校微博作用所存在的問題提出改進(jìn)方法，分別為：加強(qiáng)高校微博與受眾的有效互動，充分利用高校微博塑造高校品牌個性，建立高校危機(jī)事件的微博應(yīng)對機(jī)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.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206;G647

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本文編號：1521543