The Study On Official We Chat Public Platform Of Local Colleges And Universities Based On “Uses And Gratifications”

Based on the continuous development of mobile Internet technology and mobile ter minals, WeChat has been developing quickly.The number of the users of WeChat and WeChat public accounts has been increasing rapidly. Although the development of uni versity official We Chat public accounts is changing fast, the user satisfaction is low, an d this problem is more obvious in the local colleges and universities. Using the uses an d gratifications theory, the essay intends to study the users’ requirements of university o fficial WeChat public accounts.This paper takes Chongqing Normal University Official WeChat Public Account as a case. Through in-depth interview, the essay aims to find out WeChat users’ informatio n, service, participation, social, emotional, and other aspects. The comparison between t he low level of user’s demand such as acquiring informations and services and the high level of user’s demand which includes social contact and emotional needs are easy to be displayed by using the questionnaire survey. The author believes that some users use W eChat public accounts are not in order to meet the above requirements, but simply becau se the use of habits. They all have strong dependency on WeChat public accounts.Studying the WeChat platform operation strategy research by using the back-end d ata, the author have came to conclusion that if local colleges WeChat public platform fo cus on resource integration, the development potential is still there. Putting more origina l protogenetic and indigenous information, increasing interaction and multimedia comm unication, connecting friend circle, WeChat group and WeChat public accounts will help form the virtual communities based on the campus relationship.