Research On Current Situations And Development Strategies About Wechat Public Accounts Of Primary And Secondary Schools’ Training Institutions In ZhengZhou

With the dramatic development of mobile Internet and social media, Wechat public accounts, charactering in its multiple information symbols to represent, instant information to diffuse, accurate information to push and strong advantages to interact, is playing an indispensible role in self-media and is becoming another important operating platform following in Sina microblog. Primary and secondary schools’ training institutions have created WeChat public accounts, hoping to, by this means, further promote the concept of education and enhance the brand value.The author of this paper, targeted on the WeChat public accounts that established by Primary and secondary schools’ training institutions in Zhengzhou to research and analyze their current situations and development conditions by means of collecting first-hand data to implementing the empirical study and Hovland’s persuasive communication theory.Research samples are divided into three levels, the first level sets legitimacy and territorial scope as the standard, selecting 502 training institutions to study the status of the opening of their WeChat public accounts and column settings; The second level is based on how much attention of training institutions have paid to the public accounts and statistical feasibilities, selecting 47 subscriptions and 16 services that have been certificated, analyzing their releasing information from the content form, the degree of interaction, and distribution numbers of the content. The third level standardizes by the popularity of the training institutions’ and the actual operation of that public accounts, selecting 8 relative successful WeChat public accounts to research operational situations of primary and secondary schools’ training institutions in Zhengzhou, and all accomplished through communication subject, techniques and targets.The research found that a bit primary and secondary schools’ training institutions in ZhengZhou devote their energies and successfully operate their WeChat public accounts,more than half of primary and secondary schools’ training institutions are lack of operational and maintaining skills. Based on the analysis of training institutions’ WeChat public accounts’ opportunities and challenges, the author of this paper propose primary and secondary schools’ training institutions in ZhengZhou should pay attention to huge market of WeChat public accounts, meanwhile, the institutions should improve the visibility, reputation and loyalty to develop brand communication strategy. The author hopes that it can bring some suggestions and inspirations to primary and secondary schools’ training institutions in ZhengZhou which are still new and whose development are immature.