The Operation Condition Analysis Of The College’s WeChat Public Platform

Tencent company launched a new function module ——the We Chat public platform in August 2012. The We Chat public platform not only occupied the market share quickly, but also won a good reputation in the aspect of users’ experience, and also showed the huge market potential and broad prospects,it became another important operating platform after the microblog.Based on the college’s We Chat public platform, this paper expounds it in virtue of We Chat public platform advantages, the colleges’ demand for the media channels, as well as the students’ demand for high quality content.In this article, the current We Chat public platform is divided into different categories in accordance with the identity of the creator ownership. By in-depth interviews with the founder or the head of the public platform, it is concluded that development status and the problems and challenges of the colleges and universities’ We Chat public platforms. At the same time, supplemented by case study method, literature analysis, comparative analysis, and participatory observation and other research methods, make some brief analysis about development prospect of the college’s We Chat public platform, and concluded that it should be toward the professional, social and interactive as well as the direction of service, so as to meet the capital insufficiency, the shortage propaganda, updated content continuously and challenges that brought about by the continuous development of the We Chat public platform.