| Mobile Internet era,WeChat is irresistible trend,the rapid development and WeChat public platform function appears more its added new wings.Before,the public will WeChat only as a kind of new communication tools,and now,WeChat has resorted to using the public platform,ranked among the new media,has become one of the most popular media communication way.Since August 2012,tencent launched WeChat public platform function,since the industry began to test the waters,Huazhong University of Science and Technology,rapid response,established the first official WeChat in university,since then,universities opened one after another.Now,after nearly five years of exploration and development of colleges and universities official WeChat has become one of the most important form of media communication in the university campus,its influence in the spread of information and publicity and education to be reckoned with.However,colleges and universities the official WeChat has completed the preliminary work platform,but met development bottleneck in the current steady rise,gradually exposed many insufficiencies in the process of operation.Therefore,this article first from on macroscopic to the university official WeChat overall situational analysis on the current situation of the development of,again with the help of the shandong normal university official WeChat this typical case for in-depth and detailed analysis,and the overall understanding of typical cases represent the official WeChat concrete of the current state of the operation.Thus,analysis the research object in the process of actual operation show the specific problems,found in the current college official WeChat development process are widespread,the most common problems and trouble.Thus trigger further about university official WeChat should how to overcome difficulties and achieve sustained and healthy development of thinking,and expect the thinking for the future development of the university's official WeChat provide certain reference significance.Thesis mainly divided into the following five parts:Introduction mainly expounds the thesis research background and value,summarizes and analyzes the thesis related research areas,the research achievements of predecessors and point of view,at the same time,the paper defined the basic concepts involved,and put forward in this paper on the selected topic Angle and the research train of thought of innovation;The first chapter is mainly to the universityofficial WeChat the cause of the rise and evolution process of carding and analysis,found that the overall development of present range is wide,uneven distribution,the influence is different external appearance,and its internal vertical and interactivity and the spread of adsorption characteristics;The second chapter to the Shandong Normal University official WeChat as typical cases,on the whole official WeChat operations are introduced,including official since founded WeChat achievements and the current development predicament,appear to explore the cause of such situation,the Shandong Normal University official official WeChat text to carry on the quantitative research,adopts content analysis method from the content,the form of publishing and communication effect researches in three aspects,and discusses the data and results.The third chapter is mainly based on the results of the second chapter analyzes the present problems four aspects of the case,Include:the fuzzy positioning,officer micro attribute is not prominent;Contents and forms of the text of a single,rigid;Interaction is insufficient,receiving both less communication;Because of the weak team loose,professional technology;The fourth chapter is mainly on the basis of above research,the future of college official WeChat development strategy has carried on the deep thinking,accurate positioning,and create super text personality and promoting the bidirectional interaction,strengthening the team construction and promote the brand influence five aspects of strategic thinking. |
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