The Study Of Communication For "New Oriental" Educational Micro-blog

“Knowledge is power”, education plays a more and more important role innational development. With the continual intensification of the education systemreform and the market economic system reform, and the development of Internet,mobile phone, micro-blog and other new media platforms, various educationinstitutions using micro-blogs, forming educational micro-blog this specialmicro-blog type.New Oriental Education and Technology Group is the most prominent educationand training institution in China, using “Sina Micro-blog”, forming powerfulalliances, creating micro-blog in addition to the main characteristics of recreational,also has the characteristics of education. As an epitome of China’s educationtraining institutions’ micro-blog,“New Oriental” educational micro-blog is typicalof these micro-blogs. With the development of training institution and micro-blog,“New Oriental” educational micro-blog has unlimited potential for development.The paper takes the “New Oriental” education micro-blog as research object, forthe first time on the study of education and training institutions’ micro-blog. Thestudy based on the theoretical research, using case analysis, document analysis,content analysis, comparative analysis methods, collecting the Sina Micro-blog’s dataand all kinds of micro-blog case, combined with the basic theory of traditionalcommunication, analysis the communication components, development status,communication mode, communication effect, communication skills, the existingproblems and countermeasures of “New Oriental” educational micro-blog. Theresults show that:“New Oriental” educational micro-blog is composed with the New Orientalofficial micro-blog(which plays an important role) and other branches of micro-blogs,forming a large micro-blog system.The communication mode of “New Oriental” educational micro-blog is themultistage transmission mode and the fission communication mode. Compared with other micro-blogs, it has both public welfare and utility, concealed and obvious,educational and entertainment, delayed availability and readily availability thesecommunication characteristics.Micro-blog influence is one of the important data that reflect micro-blogcommunication effect. Through the study of “New Oriental” education micro-blog,the influence of “New Oriental” education micro-blog, among the foreign languagetraining class micro-blogs, being the first.“New Oriental” educational micro-blog has enormous influence and obtainsgood communication effect, is because of its resounding brand advantage, qualitymicro-blog content, rich communication channels, accurate orientation of audience,regular effect evaluation, the appropriate propagation time and ingenious language artof these communication skills.Although the “New Oriental”educational micro-blog has played a decisive rolein the micro-blog status, but it still has the message update instability, lack ofinteraction, construct the redundancy problem.From the “New Oriental” educational micro-blog, educational micro-blog with“classification”,“professionality”,“diversity” development trend.