Study On The Analysis And The Optimization Of Southwest Jiaotong University Image Based On WeChat Official Subscription

Education internationalization has posed new challenges to Chinese colleges and universities,what they have to face is that the endogenous development and external image now have vital effects on the contention for source of students and funds.Now,official WeChat subscriptions have become an important platform for colleges' publicity and building brand image.So,it's the very time to think about how to take advantages of WeChat subscription to establish and improve the college's status,as well as to promote its distinct images.In 2016,Southwest Jiaotong University was warded ‘Top Ten Most Powerful New Media of Chinese Universities'.And its comprehensive strength also has been steadily ranking among the domestic universities during the past years,according the lists published by authorities,such as the Ministry of Education information office,China Youth News,and so on.What follows about Southwest Jiaotong University is that what images have been send out through New Media platform,and if the images have helped on enhancing the school competitiveness.Besides that,it's also wondered that whether the images displayed by the platform are consistent with the one given by Ministry of Education.This paper is aimed to improve Southwest Jiaotong University's image establishment with the good use of WeChat subscription.In this paper,the WeChat-subscription effect on promoting colleges' image is studied with the consideration of contents published by Southwest Jiaotong University WeChat subscription from 2013 to 2016.The research is conducted from four aspects of the titles,the reproduced sources,the contents and the interactive effect of the school official WeChat subscription,based on content analysis method and case study method.The research background and topic are introduced in the first part of the paper.And the second part tells the test encoding method.Then what comes is the core part of the paper,in which the case study method and content analysis method are used to study the image of Southwest Jiaotong University from four aspects of the titles,the reproduced sources,the contents and the interactive effect of the school official WeChat subscription.The conclusions indicate that,the operation of Southwest Jiaotong University official WeChat subscription needs more original creativity on the content to attract users and devotes enough manpower to running the applications better.Then the optimizing strategies based on interacting ritual theory and media convergence theory are put forward with.