The Sustainable Development Of The Official WeChat Public Platform In The Sports Colleges

In recent years,the education sector has continued to strengthen cultural construction,and actively use new media to carry out education work.2015,the general office of the CPC Central Committee and the general office of the State Council issued the "Opinions on Further Strengthening and improving the propaganda and ideological work in Colleges and Universities under the new situation",to strengthen and improve the ideological and political work in Colleges as the focus of education reform.Based on this,academia and industry are the major universities in the official WeChat public platform as the center to do the relevant research,and achieved results.But there are few researches on the sustainable development of the official We Chat public platform of sports universities.In this paper,15 independent sports universities official WeChat public platform as the research object,according to Agenda setting theory,Media Analysis Techniques and Brand communication theory,use document analysis method,mathematical Statistics and expert interviews,analyze of university official WeChat public platform for the development of deficiency,and put forward suggestions and countermeasures.Research focus of this paper: analysis of the development status of official We Chat public platform in sports universities,find out the main problems in the propaganda work of the sports universities.The difficulty lies in the suggestions and countermeasures,create brand benefits,achieve sustainable development.In this paper,the innovation points are as follows: First,through empirical analysis,to ensure that the results of scientific and accurate,to fill the gaps in the sustainable development of the official WeChat public platform;Second,From the operational level of WeChat's public platform to explain its brand building related issues,it not only enriches the connotation of "organization",but also makes the "text" and "audience" of WeChat public platform get a comprehensive development.In this paper,the study found that: First,the operation of the sports school official WeChat platform is still in its infancy,need to be further improved;Second,We Chat public platform text form is a single,can be combined with audio,video,GIF and so on;Third,the amount of reading platform and the point of praise is very low,lack of maintenance of interactive mechanism,need to strengthen the online and offline service functions,create brand benefits,improve audience loyalty.